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 >>

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 8534 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


Back to Top  
Most Viewed Press Release posted in the last 7 days
Top Perfume Picks for Mother's Day @ Glambeaute.com
Filorga Launches Lift Range
Nissan's e-POWER technology wins environmental award
The Global Sensation UFO Lands in Europe at Cosmoprof 2018
Discover the MISA Cho Gong Jin Oriental and Herbal Skincare Range from Missha
Drink yourself to looking younger with Skinade
The V-Tox Facial by Linda Meredith Skincare
Mother's Day Offer from Blush N Curls Salon
It's Mother's Day!
Corporate Power Dressing redefined at Kachins Signature
Al-Futtaim Honda launches 10th generation Honda Accord
The only line you'll love in your face – your perfect jawline!
GMC sets a new GUINNESS WORLD RECORDS title in partnership with Abu Dhabi Police
ba&sh's Spring-Summer collection 2018
OMEGA Launches its NATO Strap “Pop-Up Boutique” in Paris
Raymond Weil introduces the Maestro Blues
Top Picks for Babies & Kids @ Glambeaute.com
GUESS Unveils the Kids Spring 2018 Collection and Campaign
Cadillac Alghanim kicks off world-class opportunity in Kuwait
A Meet & Greet with the Pakistani Cricket Sensation Umar Akmal
Beyond Beauty partners with Platinum Records to position teen sensation Hala Al ...
The Spring Summer 18 Womenswear Collection
Milan-san Remo a Dream Target as Uae Team Emirates Announce Super-seven Line Up
IKEA launches the OMEDELBAR limited-edition collection!
Awqaf and Minors Affairs Foundation Attracts 1200 Emirati Job Seekers at Careers...
Samsung Mother's Day Blurbs 2018
The Collection by Phuong Dang
Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum Inaugurates SIKK...
Join the UAEs first Women's Warrior Challenge.
Scuderia Ferrari Father & Son Gift Set
From Jade to Diamond
SOUQ welcomes 3M's innovative products to serve everyday customer needs
Chloé Reinterprets the Iconic “Carlina” Sunglass With an Exclusive Twist Motif
The era of Quiet Rebels
Lufthansa Group achieves best result in its history
Agreement signed in the presence of His Highness Sheikh Mohammed Bin Zayed Al Na...
Business of beauty goes green at Beautyworld Middle East 2018 as Natural & Organ...
2XL launches “Caspar” living room collection in grey
Dubai WoodShow takes off with more than 300 exhibitors from 55 countries and six...
Galeries Lafayette Le Gourmet Food Fest returns back to City Walk
10 Must-see Activities at Dubai International Horse Fair This Week
TAG Heuer Continues its Automotive Legacy On & Off the Track with 3 New Contempo...
Turkish Airlines Closes Airbus and Boeing Orders
Blackberry® Keyone Bronze Edition Available Now in the Middle East
The Bremont 1918 Limited Edition Collection
LACOSTE reveals a new feminine watch collection - the Kea family!
Keventers unveils Kids Special Menu for Mother's Day
Emirati woman grabs first place in women's category of 18th Fazza Open Champions...
Boss watches presents Magnitude collection – a new angle on time!