Hamdard Rooh Afza 800ml

Product Information

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. It has a long and fascinating history. Why you might wonder? Well, the reason is this beverage was created before India got its freedom. It has been around since 1907, making it more than 113 years old. Hakeem Abdul Majeed came up with the name "Rooh Afza" for a drink he created at a Dawa khana (in Old Delhi). But after preparing the drink all day, at least one vendor admits he doesn't really care for Rooh Afza. And he's not alone. More than two decades later, hundreds of passers-by in New York were served Rooh Afza as the advertisement on the Nasdaq screen proclaimed: “The King paints the globe red.” Qureshi was no longer satisfied with the status quo. He wanted Rooh Afza on shelves at major supermarkets. It was an ambitious leap forward for a company that had started from scratch in the new state of Pakistan in 1948. Partition, identity, and tradition

Hakim Majeed could not have known on that summer day in 1907 that in 40 years, India as he knew it would cease to exist, as the subcontinent was cleaved in two and his own family was split between India and the new country of Pakistan. He could not have guessed that his work would survive the bloodshed of partition. That in the decades to come, Rooh Afza would travel far beyond the lanes of Old Delhi to 37 countries. That in the alchemy of his simple ingredients was the beginnings of a scarlet empire. ‘The King paints the globe red’ More than 20 ingredients go into Rooh Afza, says Ahmed. Sugar and the distillate of 10 herbs are key parts of the recipe, which is kept secret, but is known to include coriander, fragrant screwpine, chicory, stone flower (a type of lichen) and fruit juices. The drink gets its striking crimson hue from food coloring. Histroy: Rooh Afza was founded by Hamdard's founder, Hakim Hafiz Abdul Majeed an Unani doctor who worked from a small laboratory in old Delhi, India. In 1906, he wanted to create an herbal mix that would help Delhi's people stay cool in the summer. He selected herbs and syrups from traditional Unani medicine and created a drink that would help counter heat strokes and prevent water loss in people. After Majeed's death 15 years later, his wife Rabea Begum established a charitable trust in the name of herself and their two sons, where all the profits would go to public welfare. In addition, Rooh Afza lite contains sweeteners such as maltitol and oligosaccharides as sugar substitutes. While these sweeteners eliminate the problem of added sugar, they might cause digestive issues like stomach pain, bloating, and gas in some people.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. While some may argue that sharbat isn’t supposed to be nutritious—and some might even agree—but it also doesn’t have to be unhealthy. 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. Add this watermelon puree into your desired ice lolly mold and freeze for approximately four hours before serving.

The version is made with milk, crushed ice and chunks of ruby watermelons and is sold by vendors in and around the grand mosque.Hamdard Laboratories India forays into 'ready-to-drink' segment with RoohAfza Fusion and RoohAfza Milkshake". www.bestmediaifo.com. 17 June 2020 . Retrieved 17 June 2020.