GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >>

 
  Share
RoohAfza has been growing at 20% year-on-year and controls nearly half of India's Dhs. 600 million concentrated syrup market
  • Company eyes local and global consumers; plans to launch their signature product “Safi” next, within this year
  • RoohAfza is a popular way to break the Ramadan fast for Muslims during the holy month.
February 19, 2018; Dubai, UAE:   Hamdard Laboratories, India, a 111-year-old iconic and a highly trusted FMCG company of the country, has launched its flagship and popular drink brand RoohAfza in the UAE market. The announcement, which was made at Gulf Food expo in Dubai, marks the brand's first outing in the UAE, with a promise to see other popular brands from the company within this year, the next one being Safi, the unique skin cleanser and blood purifier from Hamdard. 
 
Roghan Badam Shirin, Joshina, Sualin, Cinkara tonic and the huge range of Unani products will be launched over a period of time.  
 
RoohAfza from Hamdard Indiahas a massive heritage and following and is a highly differentiated beverage evoking strong sensorial affinity and nostalgia mainly amongst the Indian diaspora as well as the existing customers. The brand also intends to appeal to newer segments with focus on the local and global consumers residing in the Gulf. It is now available at all leading supermarkets and grocery stores across UAE in a pack size of 750 ml.
 
Speaking at the launch event, Mr. Mansoor Ali, Chief Sales & Marketing Officer, Hamdard India said, “RoohAfza enjoys a 45% market share in India within its category. With Multiplex International as strategic partners for UAE, we have already made inroads into the market by forging critical relationships with the modern and general trade.  Consumer activation and awareness through sampling will be key, as we intend to have a large chunk of the UAE population actually experience the magic of Indian RoohAfza.
 
In fact the sensorial experience and the refreshment coming from the therapeutic essence of the herbal ingredients of RoohAfza are unbeatable, and evoke a sense of deja vu every time it is consumed”. 
 
Reiterating drink's popularity in India, Ali said, “RoohAfza has been growing at a phenomenal rate of 20 percent year-on-year when the FMCG industry itself is only growing in single digits. Moreover RoohAfza controls nearly half of India's concentrated syrup market worth about Dhs 600 million (approx 1000 crore rupees)”.
 
The secret of RoohAfza's success and growth could perhaps be attributed to company's decision to stay with the original flavor and recipe over century when the average consumer is actually spoilt for choice. 
 
Fueled by the ambition to innovate & delight consumers, last year the company launched RoohAfza Fusion in India, a unique combination of RoohAfza with pure fruit juice. In addition to the product concept, the product formulation too is quite unique & comes from the Herbal/ Unani roots of RoohAfza. It is in line with the massive transformation that is happening at Hamdard Laboratories. With the launch of this brand, Hamdard endeavors to target the youth who aspire for convenience, ‘cool' & on-the-go formats.  
 
“We may soon be launching our Fusion line in UAE and Gulf region too as the population here looks for conveniences, on-the-go and healthier alternatives”, concluded Ali.
 
According to the traditional Indian medicinal system of Ayurveda, Rooh Afza has therapeutic and nutritional qualities that work on the body particularly well in summer. It supplies essential electrolytes and corrects the function of the heart, liver and kidney. The qualities have, in fact, also made RoohAfza a popular way to break the Ramadan fast for Muslims during the holy month.
 
A refreshing concoction, RoohAfza is a thirst quencher and a great additive for mocktails and desserts. Besides cooling, it is also nutritional and maintains as well as adjusts the body's water level. Apart from mixing it with water and drinking, the popular concentrate can be mixed in milk, fresh lime or yoghurt, plus it has other uses, such as being the vital ingredient in home-made ice cream, sorbet, slush, smoothies and sundaes that definitely excite youth.



Posted by : GoDubai Editorial Team
Viewed 19306 times
Posted on : Monday, February 19, 2018  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Over 100 Brazilian organizations join Gulfood 2018 in Dubai to showcase top products & services
Next Story : Jebel Ali Free Zone Food and Beverage Sector Records 12% Growth in 2017
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
Introducing Burberry Bespoke Fragrances
Making many tones from one
Celebrate the Month of Love with a Brighter Smile at The Smile Bar
Longchamp Spring/summer 2019 Show
A Chaumet Valentine's Day Sentimental jewellery
Persil Appoints Nancy Ajram as the new Regional Brand Ambassador
Tissot PRS 516 Alpine Limited Edition A sporting tribute
Malabar Gold & Diamonds opens a new showroom in Millennium Dubai Airport Hotel t...
The Preston watch collection by Coach
Global Village presents Scheherazade, a timeless tale of intrigue and adventure
Tag Heuer Demonstrates Watchmaking Mastery With Its New Carrera Calibre Heuer 02...
Turkish Airlines reached the 80.2% Load Factor in December 2018.
Beef Sushi- Love at first bite
Always take the front row with this 7.2” supersized smartphone screen
Celebrate Valentine's Day With a Quintessential Timepiece From D1 Milano
Walid Atallah's “Dream Dress”: The new revolution in the World of Fashion 2019
Eberhard & Co. Gilda makes an extraordinary Valentine's Day gift
Nissan Energy demonstration hits the spot
HUGO BOSS watches Legacy Casual Family collection
Scuderia Ferrari presents PILOTA Family Collection
Jewellery shoppers to keep winning big this Dubai Shopping Festival
Bollywood Actor Anil Kapoor to inaugurate 2 new outlets of Malabar Gold & Diamon...
Luxury jewelry house Dhamani 1969 launches exclusive CHRYSALIS collection
Third Edition of Al Shira'aa International Horse Show Concludes with Thrilling Finale
MALABAR GOLD - DSF Winner Photo for Release - Anandan Ganesh
Sawalef Perfumes unveils product range of delicate scents in 2019
Spring/Summer ‘19 Collection IL Gufo Underwater
Nicole Kidman at the Golden Globe Awards
Flying Grand Regulator now available in new colour combinations
Joyalukkas Shopper wins BMW Car in DSF Mega Promotion
Time for Unsung Heroes to Be Recognised With Citizen Campaign
Bollywood Actor Anil Kapoor inaugurated 2 new outlets of Malabar Gold & Diamonds...
Al Mouj Muscat pays tribute to Oman with Layers of Oman Exhibition
Dubai-based sports star Sarra Lajnef gets Women Leadership Award
Airbus boosts Intersec 2019 with Progressive Comms Technology
OMEGA reintroduces the iconic Calibre 321
The Kingdom of Saudi Arabia's Minister of Energy, Industry, and Mineral Resource...
Dawoodi Bohra Trade Expo begins at Expo Centre Sharjah
Audi turns the car into a virtual reality experience platform at CES
Opening Ceremony of Azerbaijan House in the United Arab Emirates
Citi UAE opens Citigold lounge in Abu Dhabi.
Alawwal bank becomes first Middle East firm to offer AI training for all staff
2020 Cadillac XT6 Makes Global Debut
The UAE-Kosovo Economic Forum launches a new phase of economic partnerships
The Region's Most Anticipated Shopping Festival Is Back at Burjuman
Central Bank of the UAE Holds its 1st Board of Directors Meeting for 2019
Global Energy Forum: His Excellency Khalid Al-Falih's address on day three
IPAF hosts 10th UAE Nadwa
Sultan Awards Oil & Gas Exploration Concession to Italy's Eni
UAE residents go on a two-week Camel Trek across the UAE desert