RoohAfza to place itself in ready-to-drink space
Hamdard Laboratories to launch RoohAfza Fusion, a
Ready-to-Drink product, in a competitive landscape of ready to drink segment
India: Hamdard Laboratories India, a
medicinal company, and is popular for its flagship product RoohAfza, has
planned to restructure its brand and to launch itself in the ready to serve
beverages segment. The new range of products will come under the brand name
“RoohAfza Fusion”. This sub brand RoohAfza Fusion will compete against other
major ready to drink juices & beverages such as Dabur's Real and PepsiCo's
Tropicana.
The
RoohAfza Fusion is a mix of fruit juice with RoohAfza which will be available
in the market in 200ml tetra-pak packaging, in multiple flavors such as lemon,
orange, mango and litchi. The packaging ensures to preserve the flavor and
taste of the drink. The 200 ml pack will be available at a nominal price of
around USD0.31.
According to TechSci
Research, in the last few years there has been a
significant growth, in popularity of in ready to serve juice based beverages,
especially among the consumers, who has shifted their preference towards
natural & herbal products which are considered as healthy beverages. With
Hamdard’s presence in the market for over 100 years and due to its iconic
product, RoohAfza, Fusion is expected to easily position itself in a healthy
beverages segment. The launch of new product is smart move by the company to
target and capitalize on the large young consumer base in the country. With
rapidly increasing retail sector in India and changing consumer preference
towards healthy beverage alternatives, the company’s decision to enter into the
ready to drink beverage segment is expected to help the company in gaining
lucrative profits on the back of growing market which is expected to grow over
2 times in the coming 5 years.