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Rooh Afza, one of the oldest indian brands has a legacy of more than a century. Here is a thread on its story
The drink is manufactured by Hamdard Laboratories which was founded by Hakim Hafiz Abdul Majeed in Delhi in 1906.
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The drink is manufactured by Hamdard Laboratories which was founded by Hakim Hafiz Abdul Majeed in Delhi in 1906.
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Majeed was a Unani practitioner who had a small shop by the name of Hamdard in Old Delhi.
In 1910, he launched Rooh Afza (which means soul refresher). It was a concentrated drink made from fruits, herbs and rose intended to be used as a remedy for hot summers
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In 1910, he launched Rooh Afza (which means soul refresher). It was a concentrated drink made from fruits, herbs and rose intended to be used as a remedy for hot summers
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In the beginning Roohafza was sold in used wine bottles. And the labels were designed by an Artist named Mirza Noor Ahmad. It became an instant hit thanks to its great flavour and smell.
Within a decade, the brand began distribution at a national level.
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Within a decade, the brand began distribution at a national level.
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It even started advertising in newspapers. One such ad (shown below) stated: when the motor car was on its way in and the horse buggy on its way out, Rooh Afza was there
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During the partition, the elder son of the founder, Hakim Abdul Hameed stayed back in India.
Whereas the younger one, Hakeem Mohammad Said migrated to Pakistan and started a separate Hamdard company in Karachi.
Said also started a branch in East Pakistan (now Bangladesh)
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Whereas the younger one, Hakeem Mohammad Said migrated to Pakistan and started a separate Hamdard company in Karachi.
Said also started a branch in East Pakistan (now Bangladesh)
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Post independence of Bangladesh, Said gifted the Bangladeshi subsidiary to a local entrepreneur who went on to run the company under the name of Hamdard.
The companies in all 3 countries use the same formula for making Roohafza. Hence the drink tastes the same everywhere.
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The companies in all 3 countries use the same formula for making Roohafza. Hence the drink tastes the same everywhere.
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In all three countries the companies are registered as Waqf which is a non profit organization under islamic law. And they run a lot of charitable schools and clinics to help the needy
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Today, Roohafza has 3 bottling plants in Manesar and Ghaziabad. It sells over 2 crore bottles every year.
The drink is even more sought after in the month of Ramazan. And is used in a variety of food and drink items like falooda, fruit salad, shakes, etc
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The drink is even more sought after in the month of Ramazan. And is used in a variety of food and drink items like falooda, fruit salad, shakes, etc
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For more than a century, the brand Rooh Afza had just 1 product. But this year, the company has finally decided to leverage and extend the brand to new product lines: fruit juices and milk Shakes.
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With changing times, the product still hasn't lost its appeal. But to keep up with the tastes of newer generations is an important task for Rooh Afza now.
The Pakistani Hamdard has already understood this and added new products like RoohAfza Go.
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The Pakistani Hamdard has already understood this and added new products like RoohAfza Go.
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Last year, there was shortage of Roohafza in the market because of some ingredients supply issues. This led to a huge uproar on social media. This reflects the popularity and emotional connect the brand has established over the last century & it will always be special.
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