Tuesday, June 25, 2019


Hamdard forays into ready-to-serve beverage market with RoohAfza Fusion
Friday, 09 September, 2016, 08 : 00 AM [IST]
Our Bureau, New Delhi
Hamdard Laboratories India entered the ready-to-serve beverage segment with the launch of RoohAfza Fusion, an extension of its flagship brand RoohAfza in New Delhi. The product offers a fusion of pure fruit juice with RoohAfza.

It is available in five exciting flavours, namely Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple & Orange and Luscious Litchi.  

Mansoor Ali, chief sales and marketing officer, Hamdard, said “RoohAfza is one of the oldest, heritage brands in India. It wouldn’t be wrong to term the brand as the drink of India.”

“In the last few years, there has been a perceivable growth in the popularity of instant or ready-to-serve juice-based beverages,” he added.

“Ready-to-serve drinks are really popular amongst children and youth, and this is the target group which is driving growths in the overall consumption of this category,” said Ali.

“There has been a perceivable change in consumption patterns, especially in the youth who are now turning to natural, herbal products which are perceived as more healthy,” he added.

“RoohAfza sits naturally on this positioning, and Fusion is hence a natural extension in the format that connects with the youth and the upwardly mobile,” Ali stated.

“Fusion extends the brand to new consumers, while retaining our existing users and offering them an exciting variation of their favourite RoohAfza in fruit flavours,” he added.

Speaking at the occasion, Mr. Amit Aneja, AGM Marketing, Hamdard said ‘Juice based drinks happen to be the fastest growing segment under the soft drinks category & is projected to grow by 2.5 times of its current size by 2020. So with RoohAfza Fusion we are entering the right segment at the right time & with such a novel concept we are confident that RoohAfza Fusion will surely prove to be a category shaker’

Keeping the intrinsic qualities of RoohAfza intact, RoohAfza Fusion will be available in modern Tetrapak aseptic packaging, which is known to preserve both the taste and flavour of the product and will be offered at a convenient price point of Rs 20 for 200ml pack.

Speaking at the launch, Kandarp Singh, managing director, Tetra Pak South Asia Markets, said, “Fusion is special in that it marries the traditional goodness of RoohAfza with the health and taste of different fruits to create a brand new beverage experience.”

“We are especially proud to have partnered Hamdard in offering consumers its first breakaway ready-to-drink on-the-go product in its 100-year history – using a unique and world-class processing and packaging technology to give consumers a great all-year round drinking experience in a modern and convenient packaging,” he added.
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