It’s not Ramazan without Rooh Afza
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.
RoohAfza— McBa?? (@TheMcBang) June 8, 2016
U'll nvr drink it outside of Ramadan but tastes so good with water or milk,dnt trust ppl who use water tho pic.twitter.com/JVJ6yxqA08
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:
How long do you think it will be before Starbucks discovers Rooh Afza and releases a Mughal Pink Rose Frapuccino?— British Desi? (@britishdesii) June 6, 2016