HISTORY & PROFILE
BRAND VISION
A good quality Syrup not only quenching the thirst but also refreshing body and soul to provide ultimate satisfaction to all consumers, enhancing their confidence.
HISTORY
Rooh Afza is synonymous with Hamdard which has become our identity. None can compare with the unique quality and taste of Rooh Afza. It is perceived as legendary syrup of The East. Syrups were the traditional symbol of the sub continent, which were produced at homes and were commonly used daily and in different occasions. So the implied need of customers was there to conveniently have a quality flavoured syrup.
It all started in the beginning of 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 masses. Rooh Afza was widely accepted in the market when presented in the bottle form to the people.
NAME CONCIEVING OF ROOH AFZA
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 LABEL OF ROOH AFZA.... SIGNS OF CHANGING TIMES
Mirza Noor Ahmed, an Artist, prepared in 1910 beautiful Labels of Rooh Afza in several colours. Such colourful prints could not be processed in Delhi at that period. It was, therefore, printed under special arrangement by the Bolton Press of the Parsees of Bombay.
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 look forward therefore, it wasted no time in presenting Rooh Afza in white 800ml PET bottles with distinctive imported embossed Cap making for the wrong doers 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 subtle aroma, and sweet - smelling woods like Sandal can be described as providential selectivity.
Rooh Afza is more than just a regular drink. Rooh Afza 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 round the year.
The presence of herbs and fruits extracts in Rooh Afza give impeccable refreshment. In Ramazan, when people become down due to a long day fasting they need instant glucose for which Rooh Afza is the best. Rooh Afza gives them a 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 early 20th century and since than 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 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, diarrhoea, 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 majority are our core target audience. As well, foreigners also take interest in Rooh Afza.
OPPORTUNITIES
It is a well known fact there is increasing global awareness of the ills of synthetic flavour 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 in view of 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. In view 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 USA, that 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 favourite 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 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 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 flavour and is an uplifting brand that refreshes mind, body and soul. In addition, 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 bottle in 2001 is a prime example. PET bottle maintains the freshness and quality of syrup and save it from harmful environmental affects, 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.
CORPORATE SOCIAL RESPONSIBILITY
Rooh Afza is a socially responsible brand. A hefty amount from its earnings is being spent on the health and education sector through Hamdard Foundation Pakistan.
DISTRIBUTION NETWORK
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 agencies 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 Middle East and European countries.
NEW POTENTIAL MARKETS
-- China
-- Korea
-- Sri Lanka
-- South Africa
-- Malaysia
-- Maldives
BRAND IN NEXT 25 YEARS
Rooh Afza is an iconic brand. It has not earned this reputation in a short span of time. Rooh Afza has earned the trust of its customers over a century. In the early years of Rooh Afza introduction, it had become the part of 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 the time, Rooh Afza audience worldwide has been expanded.
Rooh Afza has entered in 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 natural ingredients 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.