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    It’s not Ramazan without Rooh Afza

    Synopsis

    During Ramazan, an annual event that sees the world’s 1.5 billion Muslim population abstain from food and drink and carnal pleasures among other things.

    During Ramazan, an annual event that sees the world’s 1.5 billion Muslim population abstain from food and drink and carnal pleasures among other things.
    Water, soda or milk? Choose carefully. Because how one takes their Rooh Afza, a bright rose flavoured syrup, at the end of a day-long fast says a lot about you. As @TheMcBang tweeted:



    During Ramazan, an annual event that sees the world’s 1.5 billion Muslim population abstain from food and drink and carnal pleasures among other things, cordials like Rooh Afza, English brand Vimto that’s popular in the Middle East and Lebanese brand Kassatly Chtaura, are staples during iftar — the period when one breaks fast. Manufactured by Hamdard Laboratories, Rooh Afza sees a 20% to 25% spike in sales during Ramazan. Since the holy month coincides with peak summer season it will only accelerate consumption and hence volumes. The company has even introduced a special 1.5 litre pack for the season.

    Love it or hate it, this rose sharbat is bound to make an appearance during Ramazan. Be it in milk or as an ice-cream topping like Hershey’s chocolate syrup. Its positioning as a natural, herbal refresher and sweetness that provides a shot of energy after a long fast makes it a traditional choice and an old standard. That’s why in some mom-and-pop stores owners display bottles of Rooh Afza more prominently and retail chains like Big Bazaar and Reliance are planning to introduce special Ramazan baskets complete with bottles of Rooh Afza among other things like dates and fruit.

    Rooh Afza has done what few brands manage to do: become an intrinsic part of culture. Mansoor Ali, chief marketing officer, Hamdard, remembers his mother using Rooh Afza in rather innovative ways. One time she put the syrup in ice trays to make Rooh Afza ice cubes. While the brand has a strong attachment with the Muslim community, especially during Ramazan, the challenge for Hamdard is to break out of its seasonal market and broaden its appeal. Like another Twitter user, @OwlieBird, wonders:


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    3 Comments on this Story

    Saranathan Lakshminarasimhan1670 days ago
    coolest drink
    Harshith C Sundaram1673 days ago
    i will go and drink
    dheeraj doliya1678 days ago
    The pic of bottle is not actual
    The Economic Times