HISTORY & PROFILE

ROOH AFZA
Name of Brand: Rooh Afza
Category: Syrup
Brand age: Since 1907
Market Share: More than 70% of the red syrup in the national
and international market

BRAND VISION
A good quality Syrup not only quenching the thirst but also refreshing
body and soul to provide ultimate satisfaction to all consumers,
enhancing their confidence.

HISTORY
Rooh Afza is synonymous with Hamdard which has become our
identity. None can compare with the unique quality and taste of Rooh
Afza. It is perceived as legendary syrup of The East.

Syrups were the traditional symbol of the sub continent, which were
produced at homes and were commonly used daily and in different
occasions. So the implied need of customers was there to
conveniently have a quality flavoured syrup.

It all started in the beginning of 20 th century, when Hakim Hafiz Abdul

Majeed in 1907 took this opportunity and pioneered a way of
preserving the goodness of herbs and fruits in a manner that kept the
taste and tradition of masses. Rooh Afza was widely accepted in the
market when presented in the bottle form to the people.

NAME CONCIEVING OF ROOH AFZA

The brand name, Rooh Afza, was conceived by Hakim Hafiz Abdul
Majeed in 1907. This name was taken from the book Masnavi Gulzar
e Nasim by Pandit Dia Shankar Nasim. Rooh Afza was the name of
a fairy character in this book.

THE LABEL OF ROOH AFZA. SIGNS OF CHANGING TIMES

Mirza Noor Ahmed, an Artist, prepared in 1910 beautiful Labels of
Rooh Afza in several colours. Such colourful prints could not be
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processed in Delhi at that period. It was, therefore, printed under
special arrangement by the Bolton Press of the Parsees of Bombay.
THE BOTTLE AND PACKING
There were no arrangements for special bottles for Syrups when Rooh
Afza was introduced. However, as time passed on, Hamdard managed
to introduce Syrup Rooh Afza in 750 ml good looking white Glass
Bottles. Since Hamdard always look forward therefore, it wasted no
time in presenting Rooh Afza in white 800ml PET bottles with
distinctive imported embossed Cap making for the wrong doers to
copy it.

WHAT MAKES ROOH AFZA SO GOOD?

In 1907, there were syrups of individual fruits or purely herbal syrups
or syrups made with the juices of sweet smelling flowers such as
Rose and Keora. The founder of Hamdard managed to integrate all
these three categories in the formula of Rooh Afza in a very striking
manner. He chose from among the drugs only such as Khurfa Seeds,
Kasni, Munaqqa, Chharrhila, Nilofar, Gaozaban, Hara Dhania, etc.,
which possessed wholly medicinal properties and from among the
fruits his discerning eyes fell on Orange, Pineapple, Carrot and
Watermelon, which contained higher medicinal qualities. He displayed
a novelty by including in the formula some vegetables such as Palak,
Podina and Hara Ghia. Besides Rose and Keora, the traditional flowers
of the time, the use of flowers of juicy fruits like Lemon and Orange,
roots like Khas with subtle aroma, and sweet smelling woods like
Sandal can be described as providential selectivity.

Rooh Afza is more than just a regular drink. Rooh Afza is a refreshing
and delicious drink that not only relaxes us but it is also good for
sunstroke, thirst, palpitation, nausea and other summer complaints. It
is an ideal pick me up drink all round the year.

The presence of herbs and fruits extracts in Rooh Afza give

impeccable refreshment. In Ramazan, when people become down due
to a long day fasting they need instant glucose for which Rooh Afza is
the best. Rooh Afza gives them a new energy and power, and makes
them stronger for the complete holy month. This characteristic of
Rooh Afza was very early recognized by the people in early 20 th
century and since than its a tradition.

ROOH AFZA AS NUTRIENT

In the form of invert sugar, glucose and fructose.

ROOH AFZA FOR ESSENTIAL ELECTROLYTES

In the form of sodium, potassium, magnesium, calcium, chloride and
phosphate.
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ROOH AFZA FOR RETENTION OF BODY WATER
In its ability to maintain and finally adjust the body's water balance
due to presence of electrolytes in balanced quantity.

ROOH AFZA'S MEDICINAL PROPERTIES

Which stimulate and correct the function of the heart, liver and kidney
and check vomiting, diarrhoea, indigestion and stomachache.

ROOH AFZA'S SOOTHING AND REFRESHING PROPERTIES

Which act on the central nervous system and the rest of the body.

WHEN TO USE ROOH AFZA.

To protect and treat. To maintain

Dehydration (Water Loss) Nutritional status of the

Heat Exhaustion body Good functioning
Heat Stroke of the heart.

To treat To keep

Fever due to Fresh

Heat exposure Active
Vomiting Energetic
Diarrhoea, Stomachache

TARGET SEGMENT
Rooh Afza is a family drink that is consumed in all Socio Economic
Classes and by all age groups.

Rooh Afza is popular among old age people, adults and young ones
because of its refreshing, soothing and thirst quenching power.
Housewives give Rooh Afza extra attention to keep it a part of their
delicious recipes. The usage rate is also heavy in children especially
with the milk.

Abroad, Pakistani and Indian migrants in majority are our core target
audience. As well, foreigners also take interest in Rooh Afza.

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The major chunk of Rooh Afzas sales comes from Ramazan because
Rooh Afza has now become the tradition and cultural part of this ritual.
The demand in Ramazan goes up by 30-35 percent.

OPPORTUNITIES
It is a well known fact there is increasing global awareness of the ills
of synthetic flavour based drinks.

Despite the overwhelming domination of carbonated drinks in the soft

drinks industry, there are health and nutritional consumer concerns
which can change the industry.

For instance, the emergence of diet versions of most carbonated

drinks has significantly altered the industrys content and image.
There is a worldwide trend away from carbonated drinks towards fruit
juices / syrups in the soft drinks industry in view of the higher
nutritional values. Though this is currently not a very strong
movement, it has the potential to accelerate. Consequently, there is
considerable room for growth in the fruit juice / syrup industry, in
terms of volume, variety and quality.

In view of the scenario, we firmly believe that Rooh Afza has a lot of
potential in the local and international market in the coming future.

WORLD RECOGNITION AWARD

In 2007, Saveur magazine of USA, that is a world-renowned authority
on food & leisure, has published a well-researched Saveur 100 list
according to which Rooh Afza is the 10 th most favourite brand on
earth. It also used the title Heavenly Elixir for Rooh Afza owing to
its quality fineness and excellence.

OTHER RECOGNITIONS / AWARDS

Hamdard has been receiving the best export trophy for the
consecutive thirteen years for the export of Rooh Afza since 1997.

Hamdard has received all the Consumers Choice Awards for

Rooh Afza for the consecutive seven years.

National and Export Brands of the year Award 2006-07.

Brands of the year Award 2007.
Brands of the year Award 2008.
Brands of the year Award 2009.
Brands Icon of Pakistan award 2008-09
Brands of the year Award 2010.
Brands Icon of Pakistan award 2010-11
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 Brands of the year Award 2011.

TRADEMARK / COPYRIGHT REGISTRATION

The trademark Rooh Afza is registered in different classes, such as 05,
32 etc in Pakistan, UAE, USA, UK, Canada and other countries.

The copyright registration of Hamdard logo is also underway with IPO-

Pakistan.

VALUES/INNOVATION
From the very beginning Rooh Afza has prided itself on quality,
convenience, innovation and affordability. The brand has always stood
for nutrition and flavour and is an uplifting brand that refreshes mind,
body and soul.

In addition, Rooh Afza has always been the trendsetter in the market,
which is followed by others.

We are focused to add value to the customer. The introduction of Rooh

Afza in PET bottle in 2001 is a prime example. PET bottle maintains
the freshness and quality of syrup and save it from harmful
environmental affects, and it is also unbreakable.

Rooh Afzas instant uses make the product better value for money. It is
equally popular for its versatility as a delicious drink and as a tasty
recipes ingredient.

CORPORATE SOCIAL RESPONSIBILITY

Rooh Afza is a socially responsible brand. A hefty amount from its
earnings is being spent on the health and education sector through
Hamdard Foundation Pakistan.

DISTRIBUTION NETWORK
The total consumption of Rooh Afza in a year is more than 20
million bottles across Pakistan for which we have a very extensive
distribution network. The urban areas of Pakistan are being covered by
our distributors while our agencies network covers the semi urban,
rural and other far flung areas effectively.

Outside Pakistan, we distribute Rooh Afza through our regional

distributors.

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EXPORTS
Rooh Afza is exported to 27 countries including the U.A.E, USA,
Canada, Australia, Japan, UK, Afghanistan, Saudi Arabia and other
Middle East and European countries.

NEW POTENTIAL MARKETS

China South Africa
Korea Malaysia
Sri Lanka Maldives

BRAND IN NEXT 25 YEARS

Rooh Afza is an iconic brand. It has not earned this reputation in a
short span of time. Rooh Afza has earned the trust of its customers
over a century.

In the early years of Rooh Afza introduction, it had become the part of
culture in the subcontinent. So, in the international market we did not
present Rooh Afza as a new product but we facilitated the large
audience of the subcontinent outside the country. Now, with the time,
Rooh Afza audience worldwide has been expanded.

Rooh Afza has entered in the world market and has been recognized.
Currently, it is being exported to 27 countries in a huge quantity.
Inshallah Rooh Afza will be a powerful international brand in the
coming 20 years with its availability in maximum countries and with
its slogan QUALITY AT ANY PRICE

As people are coming back to natural ingredients, we hope that the

market size will also grow for Rooh Afza being natural ingredients
based drink.

Brand Rooh Afza has already survived the test of time of 100 years.
We feel that in coming years this brand would be stronger due to its
presentation, quality, taste, availability and affordability.

We are proud to say Rooh Afza brand produced locally accepted &
recognized internationally.