Logo


How Hamdard is keeping Rooh Afza flowing without tinkering with taste

How its 111-year-old flagship brand, Rooh Afza, defies age and evolving tastes to stay on the table

The ads talk about the brand's strong ties with Indian families  and have, in recent years, targeted the young consumer
The ads talk about the brand's strong ties with Indian families and have, in recent years, targeted the young consumer

In recent weeks Rooh Afza, the Rs 400-crore brand that began its journey as a medicinal drink to beat the dry heat of North India has found itself in the middle of an Internet storm. As stocks ran out across the country, rumours flew thick and fast ascribing the shortage to everything from a family feud to sabotage, earning the brand enviable traction in a medium that still gets a meagre fraction of its significant advertising budgets.  As social media buzzed with memes and jokes and cross-border tweets offering help, the company stepped in to say that there was nothing more to ...