Rooh Afza is a refreshing and delicious drink

 

A goodquality Syrup not only quenching the thirst but also refreshing body and soul to provide ultimate satisfaction to all consumers, enhancing their confidence.

 

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 Rooh Afza is synonymous with Hamdard which has become our identity. None can compare with the unique quality and taste of RoohAfza. It is perceived as the legendary syrup of The East. Syrups were the traditional symbol of the subcontinent, which were produced at homes and were commonly used daily and on different occasions. So the implied need of customers was there to conveniently have a quality flavored syrup.

 

 It all started at the beginning of the 20th century when Hakim Hafiz Abdul Majeed in 1907 took this opportunity and pioneered a way of preserving the goodness of herbs and fruits in a manner that kept the taste and tradition of the masses. Rooh Afza was widely accepted in the market when presented in the bottle form to the people.

 

 

 The brand name, Rooh Afza, was conceived by Hakim Hafiz Abdul Majeed in 1907. This name was taken from the book Masnavi Gulzar e Nasim by Pandit Dia Shankar Nasim. Rooh Afza was the name of a fairy character in this book.

 

                   

 

 

 THE BOTTLE AND PACKING

 

 There were no arrangements for special bottles for Syrups when Rooh Afza was introduced. However, as time passed on, Hamdard managed to introduce Syrup Rooh Afza in 750 ml good-looking white Glass Bottles. Since Hamdard always looks forward, therefore, it wasted no time in presenting Rooh Afza in white 800ml PET bottles with distinctive imported embossed Cap making for the wrongdoers to copy it.

 

 WHAT MAKES ROOH AFZA SO GOOD?

 

 In 1907, there were syrups of individual fruits or purely herbal syrups or syrups made with the juices of sweet-smelling flowers such as Rose and "Keora". The founder of Hamdard managed to integrate all these three categories in the formula of Rooh Afza in a very striking manner.

 

 He chose from among the drugs only such as Khurfa Seeds, Kasni, Munaqqa, Chharrhila, Nilofar, Gaozaban, Hara Dhania, etc., which possessed wholly medicinal properties and from among the fruits his discerning eyes fell on Orange, Pineapple, Carrot, and Watermelon, which contained higher medicinal qualities. He displayed a novelty by including in the formula some vegetables such as Palak, Podina, and Hara Ghia.

 

 Besides Rose and Keora, the traditional flowers of the time, the use of flowers of juicy fruits like Lemon and Orange, roots like "Khas" with a subtle aroma, and sweet-smelling woods like Sandal can be described as providential selectivity.

 

 Rooh Afza is more than just a regular drink. RoohAfza is a refreshing and delicious drink that not only relaxes us but it is also good for sunstroke, thirst, palpitation, nausea, and other summer complaints. It is an ideal pick-me-up drink all around the year.

 

 The presence of herbs and fruit extracts in RoohAfza gives impeccable refreshment. In Ramazan, when people become down due to a long day of fasting they need instant glucose for which Rooh Afza is the best. Rooh Afza gives them new energy and power and makes them stronger for the complete holy month. This characteristic of Rooh Afza was very early recognized by the people in the early 20th century and since then it's a tradition.

 

 ROOH AFZA AS NUTRIENT

 

 In the form of invert sugar, glucose, and fructose.

 

 ROOH AFZA FOR ESSENTIAL ELECTROLYTES

 

 In the form of sodium, potassium, magnesium, calcium, chloride, and phosphate.

 

 ROOH AFZA FOR RETENTION OF BODY WATER

 

 In its ability to maintain and finally adjust the body's water balance due to the presence of electrolytes in balanced quantity.

 

 ROOH AFZA'S MEDICINAL PROPERTIES

 

 Which stimulate and correct the function of the heart, liver, and kidney and check vomiting, diarrhea, indigestion, and stomachache.

 

 ROOH AFZA'S SOOTHING AND REFRESHING PROPERTIES

 

 Which act on the central nervous system and the rest of the body.

 

 WHEN TO USE ROOH AFZA

 

 To protect and treat: Dehydration (Water Loss), Heat Exhaustion, Heat Stroke

 

 To maintain Nutritional status of the body Good functioning of the heart.

 

 To treat Fever due to Heat exposure Vomiting, Diarrhoea, Stomachache.

 

 To keep: Fresh, Active, Energetic.

 

 TARGET SEGMENT

 

 Rooh Afza is a family drink that is consumed in all Socio-Economic Classes and by all age groups.

 

 Rooh Afza is popular among old age people, adults, and young ones because of its refreshing, soothing, and thirst-quenching power.Housewives give Rooh Afza extra attention to keep it a part of their delicious recipes. The usage rate is also heavy in children, especially with the milk.

 

 Abroad, Pakistani and Indian migrants in the majority are our core target audience. As well, foreigners also take interest in Rooh Afza.

 

 

 

 It is a well-known fact there is increasing global awareness of the ills of synthetic flavor-based drinks. Despite the overwhelming domination of carbonated drinks in the soft drinks industry, there are health and nutritional consumer concerns which can change the industry.

 

 For instance, the emergence of "diet" versions of most carbonated drinks has significantly altered the industry's content and image. There is a worldwide trend away from carbonated drinks towards fruit juices/syrups in the soft drinks industry given the higher nutritional values. Though this is currently not a very strong movement, it has the potential to accelerate.

 

 Consequently, there is considerable room for growth in the fruit juice/syrup industry, in terms of volume, variety, and quality. Because of the scenario, we firmly believe that Rooh Afza has a lot of potential in the local and international market in the coming future.

 

 WORLD RECOGNITION AWARD

 

 In 2007, Saveur magazine of the USA, which is a world-renowned authority on food & leisure, has published a well-researched Saveur 100 list according to which Rooh Afza is the 10th most favorite brand on earth. It also used the title "Heavenly Elixir" for Rooh Afza owing to its quality fineness and excellence.

 

 OTHER RECOGNITIONS/AWARDS

 

 -- Hamdard has been receiving the best export trophy for 22 consecutive years from the Federation of Pakistan Chamber of Commerce.

 

 -- Hamdard has received all the Consumers' Choice Awards for Rooh Afza for the consecutive Ten years since 2005.

 

 -- Brand of the year award 10 running years since 2006-2007.

 

 -- Brand Icon Award in 2008 and 2010.

 

 TRADEMARK/COPYRIGHT REGISTRATION

 

 The trademark Rooh Afza is registered in different classes, such as 05, 32, etc in Pakistan, UAE, USA, UK, Canada, and other countries.

 

 The copyright registration of the Hamdard logo is also underway with IPO-Pakistan.

 

 VALUES/INNOVATION

 

 From the very beginning, Rooh Afza has prided itself on quality, convenience, innovation, and affordability. The brand has always stood for nutrition and flavor and is an uplifting brand that refreshes mind, body, and soul. Besides, Rooh Afza has always been the trendsetter in the market, which is followed by others.

 

 We are focused to add value to the customer. The introduction of Rooh Afza in PET bottles in 2001 is a prime example. PET bottle maintains the freshness and quality of syrup and saves it from harmful environmental effects, and it is also unbreakable.

 

 Rooh Afza's instant uses make the product better value for money. It is equally popular for its versatility as a delicious drink and as a tasty recipes ingredient.

 

 

 The total consumption of Rooh Afza in a year is more than 20 million bottles across Pakistan for which we have a very extensive distribution network. The urban areas of Pakistan are being covered by our distributors while our agency network covers the semi-urban, rural, and other far-flung areas effectively.

 

 Outside Pakistan, we distribute Rooh Afza through our regional distributors.

 

 EXPORTS

 

 Rooh Afza is exported to 27 countries including the U.A.E, USA, Canada, Australia, Japan, UK, Afghanistan, Saudi Arabia, and other the Middle East and European countries.

 

 

 

 Rooh Afza is an iconic brand. It has not earned this reputation in a short period. Rooh Afza has earned the trust of its customers for over a century. In the early years of Rooh Afza introduction, it had become part of the culture in the subcontinent. So, in the international market, we did not present Rooh Afza as a new product but we facilitated the large audience of the subcontinent outside the country. Now, with time, Rooh Afza audience worldwide has been expanded.

 

 Rooh Afza has entered the world market and has been recognized. Currently, it is being exported to 27 countries in a huge quantity. Inshallah Rooh Afza will be a powerful international brand in the coming 20 years with its availability in maximum countries and with its slogan QUALITY AT ANY PRICE

 

 As people are coming back to natural ingredients, we hope that the market size will also grow for Rooh Afza being a naturalingredients-based drink. Brand Rooh Afza has already survived the test of time of 100 years. We feel that in coming years this brand would be stronger due to its presentation, quality, taste, availability, and affordability. We are proud to say Rooh Afza brand produced locally accepted & recognized internationally .

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