Hamdard Laboratories India, over a century old iconic FMCG company, and one of the largest names in the realm of health, wellness and beauty enter the ready-to-serve beverage segment with “RoohAfza Fusion”, after a positive test market exercise.
RoohAfza Fusion is a unique concept that is being launched for the first time in India. It is a unique combination of RoohAfza with pure fruit juice. In addition to the product concept, the product formulation too is quite unique and comes from the Herbal/ Unani roots of RoohAfza. Fusion’s formulation has the cooling power of 10 herbs.
Fueled by the ambition to innovate and delight consumers, the launch of RoohAfza Fusion is in line with the massive transformation that is happening at Hamdard Laboratories. With the launch of this brand, Hamdard endeavours to target the youth. The test market of RoohAfza Fusion was carried out in September last year in the Delhi/UP region amongst 50,000 people. The product achieved primary sales of approximately nine lakh units in the launch month itself. Consumer off-takes recorded live from shelves were more than 70 per cent, according to the company.
Basis the feedback received from the test launch, the product’s packaging has been revamped. Subsequently, basis the in-depth sensory panel study, the recipes of the product were also tweaked.
RoohAfza Fusion is available in five flavours namely Lemon, Orange, Juicy Mango, Pineapple & Orange and Litchi in modern Tetra Pak aseptic packaging which is known to preserve both the taste & flavour of the product and is offered at a convenient price point of Rs 20 for the 200ml pack. The product will be available across all modern retail and grocery stores in the planned launch markets.
“In the last few years, there has been a perceivable growth in the popularity of ready-to-drink fruit juice based beverages, especially amongst youth. This segment is actually the pivotal force that is driving growths in the overall consumption of this category. There is a perceptible shift of consumers towards natural and herbal products, and this is evident with RoohAfza growing in share in modern and general trade,” said Mansoor Ali, CMO, Hamdard India.
