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.