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RoohAfza, Barista tie up, unveil RoohAfza Shakerato, Masaaala RoohAfza
Friday, 13 October, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
Hamdard Laboratories, the 100-plus-year-old fast-moving consumer goods (FMCG) company whose flagship brand is RoohAfza, has, in partnership with Barista Coffee Company (which has a huge network of outlets across India), unveiled two cold beverages - RoohAfza Shakerato and Masaaala RoohAfza.

While the former offers a twist of RoohAfza with a Barista espresso shot and ice, the latter comprises RoohAfza, soda, shikanji masala, mint and ice. They will be available at 100 Barista outlets pan-India. The move comes shortly after the launch of the ready-to-drink RoohAfza Fusion and the media campaign Greed is good.

Mansoor Ali, chief sales and marketing officer, Hamdard, said, “This endeavour is a part of the transformational phase that Hamdard is currently in. One of the key focus areas is to establish a connect for RoohAfza with the millennials of today, and be available to them in the formats and environments they hang out in.”

“There has been a perceptible move towards natural, herbal products in the consumer space, and RoohAfza sits naturally on this positioning,” he added.

“The two drinks, Roohafza Shakerato and Masaaala RohAfza, provide for an edgy fusion of two sensorial beverages, and we think this will go a long way in establishing alternate and myriad usages of RoohAfza all year long,” Ali said.

“We will also be introducing hot drink combinations for the oncoming winter season. We see this unique partnership with Barista as a long-term strategic alliance, where heritage meets cool and gives the young consumers a twist they would love,” he added.

Puneet Gulati, chief executive officer, Barista, said, “Innovation has been the cornerstone to our success, and that is the mantra we would carry forward in the future as well.”

“Barista is excited to partner with Hamdard and launch a fresh new perspective in cold beverages,” he added.

“The proposed coffee fusion drink, Roohafza Shakerato, nicely blends our coffee made from 100 per cent Arabica beans and the established flavour of Roohafza. Our endeavour is to line up more exciting offerings in the times to come,” Gulati said.

“Our association with Hamdard is a testimony to the fact that we keep having newer reasons for guests to visit our stores,” he added.
 
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