Rooh Afza: How Hamdard's Ruby-Hued Refresher Became an Indian Summer Staple

This article is part of our series, the ‘Great Indian Manufacturing’, in which we will reveal the historic success stories behind pioneering swadeshi items and brands that generations of Indians have loved through decades.

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I was never very keen on visiting relatives.

The forcefully tight embraces that squeezed the life out of you and the dramatic display of love by pinching the cheeks till you squirm in pain—are integral parts of the annual visits to the extended family and friends—an event I dread even today.

However, like most things in life, there was one exception.

As far as my childhood memories would stretch, there was but one condition that my wide-eyed younger self would eagerly await when visiting a certain aunt—a tray of glasses filled with a crimson welcome that filled my soul with joy.

Yet, to this day, the memory of the sweet ruby tonic of goodness lingers on, as many associate it with the month of Ramadan.

“It has become a tradition. Grandmothers and mothers prefer to serve Rooh Afza during Ramadan, not just because of its refreshing qualities but also because it is a natural drink. Years of trust and childhood memories are intertwined with this rosy drink which is far more valuable,” shares Saiqua Sultan, a colleague at The Better India, capturing the true essence of the ruby refreshment of nostalgia!

Also Read: How a Bengali Merchant Defied The British Through This Swadeshi Antiseptic Cream!

(Edited by Shruti Singhal)

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