Rooh Afza - "Soul Refresher"

First introduced in 1907 in Old Delhi by herbalist Hakim Abdul Majeed, Rooh Afza is a traditional concentrated syrup (sharbat) that remains a dominant player in the South Asian beverage segment. 

Developed originally as a herbal remedy to combat the effects of extreme summer heat—such as heat stroke and dehydration—the formulation is based on Unani medicine principles.

Image source: OpenFoodFacts.org

Produced by Hamdard Laboratories, Rooh Afza is sold primarily in India, Pakistan, and Bangladesh, each operated independently by local Hamdard trusts established after the 1947 partition and 1971 formation of Bangladesh. 

Minor changes have been made to ingredients over time due to regional availability, but the core formulation remains largely intact. Originally packaged in glass bottles, Rooh Afza is now available in plastic packaging and has expanded its product line to include fruit juice blends, yogurt drinks, and a sugar-free version targeted at higher-income consumers. The sugar-free variant took over 15 years to develop and is priced at more than twice the cost of the original product.

The syrup is commonly mixed with water or milk and consumed chilled. Despite being composed of nearly 80% sugar, it is marketed as a natural energy drink with cooling properties. 

Rooh Afza generates an estimated $45 million in annual revenue in India, most of which is directed toward public welfare initiatives through the Hamdard Trust—including funding schools, universities, and clinics.