Rooh Afza, a staple drink in every Indian home and an inseparable part of Iftar meals, was invented in 1906 by Hakeem Abdul Majeed, an Unani medical practitioner who ran a medicine shop called Hamdard.
The objective behind the invention of Rooh Afza was to create a herbal mix that would help people of Delhi beat the scorching summer and stay cool.
Rooh Afza has a connection with the India-Pakistan partition. During partition, Majeed’s elder son stayed in Delhi while his younger son migrated to Pakistan and started the Hamdard business there. The iconic illustration that covers the front of the Rooh Afza bottle is the work of artist Mirza Noor Ahmad.
Consistency is what makes the brand unique. Even 116 years after its launch, the fragrance, colour, and product quality remain as they are. Depending on the source and how the category is defined, the brand is said to command between 40pc and 50pc share in the Rs 1000-crore powdered drinks and syrups segment.
In 2005-06, Hamdard Laboratories reportedly had a turnover of around Rs 200 crore, which grew to Rs.500 crore in 10 years. By 2019-20, Hamdard reached sales of Rs 700 crore. We don’t know its exact numbers, but Rooh Afza is clearly its most popular brand.
In 2009, the brand launched new TVCs featuring brand ambassador Juhi Chawla. Triton was the agency behind the campaign.
The brand has also launched ad campaigns with taglines ‘Go Greedy”, ‘Ghulke Jio’, ‘Taste ka double dose’ that helped Rooh Afza attain a unique position in the consumers’ hearts.
The unani medicine company born in undivided India is planning to expand with more consumer products.
