Rooh Afza is back after disappearing from the markets
During Ramzan Rooh Afza disappeared from the shelves of the markets. The brand’s spokesperson cited short supply of ingredients. It controls 40% of the Indian herbal syrup, concentrates and powders market.
Rooh Afza started its life in 1906 as a Unani medicinal drink to counter heat strokes. In Urdu, the name means a refresher for the soul. Today it is a INR 400 crore brand. Rooh Afza also leads the market in Pakistan and Bangladesh.
Sandeep Goyal says: The brand has a huge emotional bond with consumers. This is why its disappearance created a social media dust storm, especially since it went off the shelves during Ramzaan when Rooh Afza sits at every Iftar (a meal to break the fast in the evening) table. Sales shoot up by at least 25 per cent every year during this month.
Rooh Afza launched Fusion. The drink will now be available in mango, pineapple and other flavours for people to drink on the go. The brand is targeting new customers with new products.
