RoohAfza is coming to the UAE

dubai - The sweet drink controls nearly half of India's Dh600 million concentrated syrup market

Hamdard Laboratories has announced that it is officially bringing one of India's most popular drinks to the UAE.

RoohAfza, Hamdard's concentrated syrup drink, was officially showcased at the Gulfood 2018 exhibition. The sweet drink has been growing 20 per cent year on year and controls nearly half of India's Dh600 million concentrated syrup market. Executives said they plan to introduce the drink to the UAE market, in addition to a few other products.

Speaking to Khaleej Times, Mansoor Ali, chief sales and marketing officer at Hamdard India, said RoohAfza is a popular drink which will be instantly recognisable among the Indian diaspora in the UAE.

"RoohAfza enjoys a 45 per cent market share in India within its category. With Multiplex International as strategic partners for the UAE, we have already made inroads into the market by forging critical relationships with the modern and general trade."

Ali also noted that the company was working on making the product available at major retailers across the UAE. "Right now, it's all about making consumers aware about the product and how it can be used. One thing we want to focus on is changing the idea that it is just a summer drink. While a lot of people have fond memories of drinking a cool glass of RoohAfza on a hot day, the truth is there are many other ways of using the syrup. Parents can mix the syrup in milk for their children, you can use it in desserts, you can even use it as a sweetener to compliment other drinks."

Hamdard also plans to launch other products in the region, including its Roghan Badam Shirin, Joshina, Sualin, Cinkara tonic, as well as its range of Unani products.

- rohma@khaleejtimes.com