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 17440 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
Purely Pandora Classics With a Twist
Tryano Launches Elemis
Festive Gifting Guide
New 1948 Seamaster Watches Join the Ranks
Add a festive sparkle to your eyes with Palladio Beauty
The Geo-Graham Orrery Tourbillon presents a galaxy you can reach out and wear Ge...
Amp up your skincare routine with The Organic Pharmacy's new corrective serums
Parmigiani Fleurier, new Friends of the Brand – ice-hockey superstar, Evgeniy Ma...
Hour Choice presents Coach Park Collection
Certina DS PH200M collection
Joyalukkas brings joy to hundreds around the world with gold bar giveaway this f...
Tissot T-Race Marc Marquez
LACOSTE presents its new Legacy collection
Oh So Heavenly! Bath Sets from Glambeaute.com that make a great gift this festi...
Sawalef Perfumes is now available at Mirdif City Centre
Souq.com's Biggest Ever White Friday Sale
Discovering the power of Accessorizing with Rebecca Minkoff
Kors Dubai: Michael Kors Celebrates A New Middle East Flagship Store and Specia...
Introducing Nokia 3.1 Plus to the UAE
Introducing the GUESS Holiday 2018 Collection
Zoho launches its cloud accounting software in Bahrain
Puma Launches RS-X Toys
The Ultimate Festive Guide For Little Ones
The Custodian of the Two Holy Mosques King Salman bin Abdulaziz honored Huawei w...
Puma Drops Cali in New Colorway
Jameel Arts Centre, Dubai opens with an ambitious set of exhibitions and program...
Department of Culture and Tourism – Abu Dhabi Organises ‘Herfaty' Programme in A...
Jaguar F-Type Rally Cars Celebrate 70 Years of Sports Car Heritage
Superhero Color Runners Prove We Are All Unstoppable!
Audi Innovation Award Winner Announced at Dubai Design Week
XTouch New XBone Bone Conduction Headphone Brings Safe and Convenient Experience
Alstom delivers first Dubai metro trainset on time
Special Olympics Will Create a Legacy of Inclusion Through Art
Celebrate a Month-long Festive Feast at Swissôtel Al Ghurair
Mademoiselle Longchamp
Turkish Airlines reached 83.4% Load Factor in October
Win Big this Winter with UAE Exchange
Al-Futtaim Honda launches ‘The Great Escape' promotion
Shop, Stay and Unwind at Swissôtel Al Ghurair This UAE National Day
Celebrated singer and songwriter Atif Aslam set to perform at BOLLYWOOD PARKS™ Dubai
Roda Hotels and Resorts named front-runner and pioneer of the regions hospitalit...
Huawei wins the First Place Prize of the King Khalid Responsible Competitiveness...
HE Abdulla Ali Bin Zayed Al-Falasi officially opens HR Summit & Expo 2018
Ministry of Tolerance takes initiatives to promote and spread tolerance, coexist...
The Fourth Edition Of Dubai Design Week Is Now Open!
Dragon Mart gears up for a spectacular three-day Oman National Day celebration
UAE nursery chain wins Global Award for Sustainability
World Tolerance Summit gears up for its first staging
Preciosa Lighting brings Breath of Light to the Middle East
IAHV Rehabilitation and training program provide trauma relief to 14,000 refugees