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How Hamdard’s Ruby-Hued Refresher Became an Indian Summer Staple: The Success Story of a 113 years old drink Rooh Afza

The Iconic Story of 'Rooh Afza' That Survived Two Partitions | News Sense

Did you know that there is a beverage that is consumed by one billion people worldwide? No, I’m not talking about water. Okay, here’s a hint: it’s red, and it’s over a century old. Pakistan, England, New Zealand, India, France, Germany, and a number of other European nations drink it. Of course, I’m referring to Rooh Afza. This beverage is familiar to both millennials and baby boomers, and they all have different opinions on it. But the point is that we’ve all grown up with Rooh Afza, and it’s become a big part of our lives.

India’s favourite soft drink is Rooh Afza. It comes from Pakistan and is first sold to Dubai before being imported to India. It is deeply ingrained in our society. Rooh Afza has appeared in films, advertising, and novels, among other things. Rooh Afza is a carbonated drink that pairs nicely with khajoor, the ultimate falooda topping.

 The Iconic History of ‘Rooh Afza’ 

Hakim Abdul Majeed, an Unani herbal medicine practitioner, founded the Hamdard clinic in Old Delhi in 1906. A year later, he introduced the Rooh Afza drink, which has since become famous. The reason for this is that this beverage was invented before India’s independence. It has been around since 1907, giving it a total age of almost 113 years. For a drink he prepared in a Dawa khana, Hakeem Abdul Majeed came up with the moniker “Rooh Afza” (in Old Delhi). The goal of marketing this drink was to maintain and promote Unani medicine while also teaching altruistic health and hygiene values. During India’s scorching summers, it was designed to protect people from heatstroke and dehydration.

In a nutshell, it’s a drink that boosts your immunity. He did a lot of study into the subject of Unani medicine and came up with this drink, which finally became popular. Rooh Afza became a samurai for monarchs all throughout India, not only for the kings of Delhi. Rose, kevda, carrot, spinach, and wine-soaked raisins are used to make this medicinal heat reliever.

Rooh Afza: Dive into the freshness of roses

The rose delicious marvel of refreshment was ready to titillate your senses into absolute ecstasy with just a few drops in calm water and a swirl or two. Rooh Afza is a concoction of herbs, fruits, flowers, vegetables, and roots that includes khurfa seeds (purslane), mint, grapes, carrots, watermelons, oranges, a touch of khus (poppy seeds), coriander, spinach, lotus, two types of lilies, keora, and finally, damask roses, all of which combine to create a ruby-tinted This tonic has gained appeal as a refresher throughout time.

Just two teaspoons of the crimson syrup in a glass of cold milk or plain water would be enough to ward off the city’s searing heat or even the desert’s hot winds. On the medical front, specialists from their team claim that its components, which are based on ancient Indian medicine, offer necessary electrolytes that are required for the kidney, liver, and heart to operate properly. Using contemporary distillation processes, the study team attempted to enhance the retention of nutritious components from the extract in the syrup over time.

Marketing strategies used by Rooh Afza

Rooh Afza’s appeal among customers has been aided by its packaging. The colour of the box hasn’t changed, though, which is a decent strategy considering that businesses sometimes attempt too many different things with packaging and lose their identity among customers. It comes in a variety of sizes, from sachets to 1000ml bottles. Rooh Afza is promoted as a natural beverage in social media advertising. Fruits, herbs, vegetables, and roots make up Rooh Afza. The therapeutic properties of Rooh-Afza earned it a spot. Customers have complete faith in this beverage and perceive it as a healthier option than cold drinks. Rooh Afza is popular in all age groups the main focus of the company has been to target kids and teenagers. The only negative we see in this brand is it is seen as a seasonal drink and people forget about Rooh Afza during cold weather.

The Story of ‘Rooh Afza’ That Survived Two Partitions

The legacy of late Hakim Abdul Majid was also separated from the partition of India since his younger son Hakim Mohammad Said moved to Pakistan in 1947. Back in Delhi, the Hamdard prospered under the guidance of Hakim Abdul Hameed, the oldest son who died in 1999. In the historical chronology, Hamdard’s signature sherbet prospered on both sides of the Radcliffe line. The Hamdard labs in Dhaka were changed to Hamdard, Bangladesh after Bangladesh was formed from East Pakistan. This is how Rooh Afza’s legacy continues to bind the Indian subcontinent together.

The Pakistani version appears to be more prominent in the worldwide market since only the Karachi manufacture of Rooh Afza can be found in all of the Gulf nations’ supermarkets. Except for small differences, the flavour on both sides looked to be the same. This Indian brand has become a global phenomenon. Rooh Afza currently controls more than half of the syrup market. Many Indian and foreign players have attempted but failed, to develop a strawberry-flavoured syrup as an alternative for Rooh Afza.

Rooh Afza: A glass of history that goes back a century

This is the storey of a product that began in a tiny shop in the alleys of Old Delhi and has since become famous all over the world. It’s no longer just a drink. It has been ingrained in our society. For others, it is a nostalgic reminder of their youth, while for others, it is a necessity to break the fast during the holy month of Ramazan. No matter how much we enjoy western beverages, there isn’t a single Indian who hasn’t had Rooh Afza in some form or another, whether it’s in water, cold milk, or sweets. But one thing we all have in common is our affection for Rooh Afza.

It’s been 114 years, yet Rooh Afza’s appeal hasn’t changed. That is the power of a trustworthy company. Even when they become worldwide, they are still basically a member of our close-knit, varied family. Although the formula for Rooh Afza is available on the internet, Hamdard, Rooh Afza’s parent business, remains the most popular producer of this crystalline syrup. Its aroma tempts not only ordinary people but also poets and authors who have penned poems in praise of it.

About Azba Rehman

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