Rooh Afza: Between Soulful Sips and Modern Struggles
Rooh Afza: Between Soulful Sips and Modern Struggles
A Drink That’s More Than Just a Drink
Come summer—or the holy month of Ramadan—there’s one ruby-red syrup that South Asians instinctively reach for: Rooh Afza. Born in 1906 in Delhi’s bylanes, this iconic herbal concoction is far more than a thirst-quencher—it’s nostalgia bottled, a cultural relic, and lately, a subject of heated debates.
But how does a sherbet survive (and stumble) through a century of shifting palates, politics, and market trends? Let’s unpack the layers behind this syrupy staple.
1. A Heritage Steeped in Healing and Harmony
Roots in Unani Wisdom
Created by Hakim Hafiz Abdul Majeed, a Unani physician, Rooh Afza was crafted as a remedy for Delhi’s blazing summers—designed to cool the body and spirit alike. With ingredients like rose, kewra, mint, watermelon, and vetiver, its name means “Soul Refresher.”
A Subcontinent’s Shared Sip
After the Partition in 1947, Rooh Afza branched into India (Hamdard India), Pakistan (Hamdard Pakistan), and Bangladesh (Hamdard Laboratories Waqf BD). Despite political divides, the drink continued to be a symbol of shared heritage—a rare survivor of pre-Partition unity.
“It’s not just a beverage; it’s an emotion passed through generations.”
2. Challenges Bubbling Beneath the Surface
Marketing Missteps
While global players like Pepsi, Nestlé, and local competitors like Dabur’s Sharbat-e-Azam launched aggressive, modern campaigns, Rooh Afza mostly relied on its legacy. Until 2020, India had no major product variants—unlike Pakistan’s Rooh Afza Go (carbonated drink) and Doodh Rooh Afza (flavored milk).
In 2024, when a production halt hit India, bottles were sold online for 3x the price—loyalty ran deep, but the brand’s reactive approach was exposed.
Legacy vs. Innovation
The syrup’s parent, Hamdard India, operates under a Waqf (Islamic charitable trust) model. While noble, only 15% of profits are reinvested into the business. This limits agility in R&D, packaging upgrades, or digital outreach—key areas where competitors thrive.
3. Controversies Stirring the Pot
False Claims & Legal Tangles
- In 2018, Hamdard Bangladesh was fined for advertising Rooh Afza as containing “35 fruit juices”—a claim found misleading.
- In 2022, the Delhi High Court ruled in favor of Hamdard in a trademark dispute against “Dil Afza,” recognizing the brand's immense goodwill.
2025 Political Firestorm
A major flashpoint came when Patanjali’s Baba Ramdev labeled Rooh Afza as part of "Sharbat Jihad," claiming its sales fund mosques and madrasas. Hamdard swiftly responded, reaffirming their FSSAI-certified ingredients and HACCP-compliant processes.
Social media erupted: While many defended Rooh Afza’s secular ethos, others echoed Ramdev’s claims, politicizing the sherbet in a deeply divided landscape.
4. Cultural Symbol or Religious Target?
Rooh Afza has long been embraced across faiths. It’s served at Sikh langars, Hindu households during summer, and shared across Iftar tables. But recent rhetoric threatens to communalize a product that has historically transcended religion.
Critics called Ramdev’s remarks “bottled bigotry,” accusing Patanjali of leveraging majoritarian sentiment to dent Rooh Afza’s dominance.
5. Can the Brand Still Reimagine Itself?
Despite the turbulence, all is not lost. Rooh Afza still enjoys unmatched emotional equity. To stay relevant, here’s what it needs:
Innovation Ideas
- Sugar-free or stevia-sweetened Rooh Afza for the wellness market
- Ready-to-drink cans or mixers (Rooh Afza Mojito anyone?)
- Collaborations with home chefs or influencers for Gen Z reach
Smart Branding Moves
- Leverage nostalgia with “My First Rooh Afza” campaigns
- Highlight heritage, not just during Ramadan but all year
- Global positioning as a summer refresher like rose lemonade or Middle Eastern syrups
Final Pour: Will Rooh Afza Refresh the Future?
In a world where brands are expected to be socially aware, health-conscious, and politically neutral—Rooh Afza stands at a crossroads. Its legacy is unquestioned. Its fanbase, loyal. But in 2025 and beyond, sentiment must meet strategy.
"Rooh Afza doesn’t just have customers—it has fans."
But fans want evolution too.
If Hamdard can modernize while honoring its roots, Rooh Afza might just emerge not only as a symbol of the past—but a taste of the future.
Have You Sipped It Lately?
What does Rooh Afza mean to you? Sweet nostalgia or outdated syrup? Share your thoughts, recipes, or memories in the comments below!
Up Next on the Blog:
"From Shikanji to Sharbat: How Traditional Indian Drinks Are Making a Global Comeback"
Stay tuned—and stay refreshed.
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