Rooh Afza

Rooh Afza is a non-alcoholic concentrated syrup used in South Asia and parts of the Middle East to make a drink that is famous for its ability to cool the body in the hot summer months. It is a herbal concoction that was created in 1907 in Ghaziabad, India, by Hakim Hafiz Abdul Majeed and has since become a popular household name in the region. The name "Rooh Afza" translates to "Refresher of the Soul" in Persian.

History

The history of Rooh Afza is deeply rooted in the Unani tradition of medicine. It was developed as a cooling tonic to combat the intense heat and dehydration that is common in the Indian subcontinent during the summer. Since its inception, Rooh Afza has been manufactured by Hamdard Laboratories (India), a company founded by Hakim Hafiz Abdul Majeed. After the partition of India in 1947, the brand was also established in Pakistan by a member of the family, leading to the presence of manufacturing facilities in both countries.

Ingredients

Rooh Afza is made from a mix of various herbs, fruits, and vegetables, including rose petals, orange, lemon, pineapple, carrot, and spinach, among others. It also contains pure sugar, distilled water, and preservatives. The exact recipe is a closely guarded secret, known only to a few members of the Hamdard family. This concoction is believed to have cooling properties as well as benefits for digestive health.

Preparation and Use

Rooh Afza can be consumed in several ways, the most common being mixed with cold water or milk to make a refreshing drink. It is also used in making desserts, ice creams, and smoothies. During the Ramadan fasting period, it is particularly popular for its hydrating and energizing properties, making it a staple during Iftar meals.

Cultural Significance

Rooh Afza has transcended its role as just a beverage to become a cultural icon in South Asia. It is a symbol of nostalgia and tradition, often associated with Ramadan, family gatherings, and childhood memories. The brand has managed to maintain its popularity across generations, partly due to its unique taste and partly because of its adaptability in various recipes.

Marketing and Availability

Over the years, Hamdard Laboratories has expanded the availability of Rooh Afza beyond South Asia and the Middle East to Europe, North America, and Australia, catering to the South Asian diaspora. The brand has also adapted its marketing strategies to appeal to a younger audience while retaining its traditional values.

Conclusion

Rooh Afza continues to be a beloved drink that not only quenches thirst but also evokes a sense of heritage and nostalgia among its consumers. Its enduring popularity is a testament to its unique taste, versatility, and the rich cultural history it represents.