Hamdard launches ready-to-drink beverage RoohAfza Fusion

Over a century old FMCG company, Hamdard Laboratories, has forayed into ready-to-drink beverage segment with the launch of RoohAfza Fusion.

The drink is a combination of RoohAfza with pure fruit juice and is available in a 200 ml pack priced at Rs 20. RoohAfza Fusion comes in five flavors, namely Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple & Orange and Luscious Litchi.

The launch of RoohAfza Fusion is in line with the FMCG company’s transformation strategy to target the youth who aspire for convenience, ‘cool’ & on-the-go formats. The product has been launched on a national level today and will be expanding the drink in regions including Maharastra, and Gujarat in the west, West Bengal in the East and Karnataka in the South in coming weeks.

Mansoor Ali, chief- sales & marketing officer, Hamdard, said, “When we look at the 100 years old iconic brand-RoohAfza, we realized there were certain issues, despite the product doing very well. One of the issues was less connect with youth. Consumers these days get attracted with more convenient, on the go products, products which have more aspirational aspects. Although RoohAfza has very loyal customer base, but today, younger consumers are finding less attachment with the product. So preciously connect, convenience factor and to add more variant, we thought, probably ready-to-drink product is the way forward.”

He added, “Keeping the intrinsic qualities of RoohAfza intact with the presence of 10 natural herbs fused with fruit juice, RoohAfza Fusion sits naturally on this positioning. We are confident that RoohAfza Fusion will create the positive disruption required, and prove to be a category shaker.”