Ready-To-Drink Beverages Get Competition As Rooh Afza Steps Into The Segment


The term “Rooh Afza” instantly transports us to a hot summer vacation afternoon with a tall pitcher of lassi or ice cold water flavoured with a dash of the brilliant red rose-flavored syrup. But with the latest news coming out of the Hamdard Laboratories newsroom, the coming generation may look at Rooh Afza in an all-new way.


Woohoo Afza!

There has been some new development in the Hamdard Laboratories. The company is stepping up its product portfolio by stepping foot into the ready-to-drink segment. Consumers will now be able to sip on a new ready-to-serve beverage, which Hamdard Laboratories is launching under the sub-brand RoohAfza Fusion.

The new drink comes as a direct competition to existing major players in the sector like PepsiCo’s Tropicana, Coca Cola Company’s Minute Maid and Dabur’s Real. According to the company, this new product is a blend of fruit juice and with Rooh Afza and will be available in 200-ml Tetrapaks in multiple flavours such as lemon, orange, mango and litchi.

roohafza-sharbatImage: Sailu’s Food



About Hamdard Laboratories

Hamdard Laboratories (India) established by Late Hakeem Abdul Hameed Sahib. However, its activities are entirely secular and for the benefit of the nation as a whole. All its Income is being spent to achieve its objects which are purely of Public Charity for the benefit of all persons”, reads the company’s official website.

It is synonymous with Ayurvedic and Unani learnings. With a product range that consists of leading names like Rooh Afza, Safi, Joshina, Roghan Badam Shirin and more, Hamdard Laboratories has made its presence felt in over 25 countries.

Screen Shot 2016-09-07 at 11.01.22 pmImage: Hamdard


Moreover, stating that despite new brands in the market, RoohAfza still sits naturally on the ‘herbal’ positioning, Hamdard’s sales & marketing officer Mansoor Ali said: “Over the last few years, there has been significant growth in popularity of instant or ready to serve juice-based beverages, especially among the youth who are now turning to natural, herbal products which are perceived as more healthy.”