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Hamdard Rooh Afza 800ml

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The drink has a fair share of haters. Some find it too sweet and consider its sugar content unhealthy. Reshii, the food critic, had to cut down her own Rooh Afza indulgence 10 years ago, after she was diagnosed with diabetes. Since then, she says, summers are just not the same anymore. The most basic way of making the sherbet is by adding water or milk, but aficionados of the drink give their own twist to it. Manik also shared that the anti-imperialist movement was a factor too in popularising the drink. When the British used to have wine in different gatherings, Muslims would refrain. From the anti-imperialist idealism, Hakeem Abdul Majeed wanted a colourful drink that would be India's own. Fruit juices: To add flavor and sweetness, a variety of fruit juices, such as pineapple juice, orange juice, and lemon juice, are used. But, most are unaware that the well-known Rooh Afza has borne witness to more than 100 years of subcontinent history including Partition, the event that resulted in the formation of Pakistan from previously undivided India.

Some regular or intermittent drinkers of the syrup claim the taste of the drink has changed over the decades. "The old taste is lost, and the overall quality has fallen", said Rezaul Karim, who works at a newspaper. Dhaka-based marketing expert Niamul Karim thinks it could be that Rooh Afza is also popular in Pakistan. With one brother in India and the other in Pakistan, they both continued to carry on the legacy left behind by their father on their own.

What is Ramzan without Rooh Afza?

After Majeed's death 15 years later, his wife Rabea Begum established a charitable trust in the name of herself and their two sons. [9] With Ramadan and peak summer season coinciding, there has been an unprecedented demand in the market. Hamdard was facing supply constraints of certain herbal ingredients which were not available due to a temporary shortage,” said the statement, adding that it is trying for a “full-capacity production and distribution” of the beverage. a b "Rooh Afza, the syrup that sweetens the subcontinent's summers". The National (Abu Dhabi) (newspaper). 27 April 2012 . Retrieved 26 April 2020.

Rooh Afza is India’s favorite soft drink. It originated from Pakistan and is initially exported to Dubai, then imported to India. It has been rooted in our culture. Rooh Afza appears in a variety of media, including films, advertisements, and books. Rooh Afza is the companion to khajoor, the ultimate falooda topping, and now a carbonated drink as well. For those of you who are not aware of Rooh Afza, it is a exotic concoction of natural herbs, extracts of fruits like orange and pineapple, mint, spinach, rose petals, coriander seeds and other natural ingredients. It is known for its soothing and healing properties and protects one from heat exhaustion and sun stroke. It has a cooling effect on the body and keeps one refreshed, active and energetic. Rooh Afza concentrate is available in most departmental stores. A forsaken building in Old Delhi's Lal Kuan Bazar, near the busy Hauz Qazi Chowk, still smells of roses. In 1907 Hakeem Abdul Majeed came up with the formula Rooh Afza in this building.

‘The roof from over our heads’

For those who grew up with Rooh Afza, it is a part of their childhood. A prominent Bangladeshi journalist, Shafiqul Alam, while reminiscing his memories of iftar with his family, shared "[My father] would break the fast with a glass of Rooh Afza sharbat."

RoohAfza Fusion: Hamdard Laboratories India enters ready-to-drink segment". ETRetail.com . Retrieved 17 June 2020. When Qureshi decided to shake things up, he was understandably nervous. “Rooh Afza is 70 to 75 percent of Hamdard’s revenue,” he explains. “It’s a big gamble if the change you’re making doesn’t work or alienates consumers.” He engaged a Swiss company of food consultants and kept experimenting with new formats. Mohammad Said's daughter, Sadia Rashid, who was the chairperson of Hamdard Pakistan in 2019, told Outlook India that her father gifted the business to the people of Bangladesh after their independence in 1971. After independence, this part of Hamdard Pakistan was renamed to Hamdard Laboratories (Waqf) Bangladesh. Roots: Along with herbs, fruits, flower, and veggies, the only root is being used in it is “vetiver” also known as khus or Chrysopogon zizanioides. From using the syrup as a topping on ice cream, in a pudding or mixing it with lemonade, Rooh Afza is consumed in many ways, but the most popular creation is “mohabbat-e-sherbat” or “the love drink”.She and her family members ate a handful of dates to end the fast and then had rounds of the sweet viscous drink mixed with milk to quench their thirst. Rooh Afza ( Urdu: روح افزا; Hindi: रूह अफ़ज़ा; Bengali: রূহ আফজা) (Soul Refresher) is a concentrated squash. [1] It was formulated in 1906 in Ghaziabad, in the British India by Hakeem Muhammad Kabeeruddin [2] and introduced by Hakim Hafiz Abdul Majeed, [3] [4] [5] and launched from Old Delhi. Currently, Rooh Afza is manufactured by the companies founded by him and his sons, Hamdard Laboratories, India, Hamdard Laboratories (Waqf) Pakistan and Hamdard Laboratories (Waqf) Bangladesh. Since 1948, the company has been manufacturing the product in India, Pakistan and Bangladesh. [3]

Hakim Abdul Majeed named this drink Rooh Afza – the soul refresher. He used distillates of herbs, fruits, flowers and vegetables to make a concentrate that was mixed with water or another liquid and consumed. It is believed to have had up to 21 ingredients known for their cooling properties, including sandalwood, vetiver, purslane, screw pine, mint, spinach, and the heady rose. For the last four days, I went to at least 20 shops in our locality, but had to return empty-handed. Due to the unavailability, we were having lemon water during iftar,” she said. The exact recipe of the concoction has been kept a family secret and has not changed in the past 115 years, the makers claim.Drinkers say the cooling effect and sugar content – both of which provide them the much-needed energy after the day-long fast – makes it an immensely popular drink in the country.

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