Hamdard Laboratories India entered the ready-to-serve beverage segment with the launch of RoohAfza Fusion, an extension of the 10-year-old brand RoohAfza, after a test market exercise. It is a combination of RoohAfza and pure fruit juice. In addition to the product concept, the product formulation too is quite unique and comes from RoohAfza’s herbal and Unani roots. Its formulation has the cooling power of ten herbs.
Fuelled by the ambition to innovate and delight consumers, the launch of RoohAfza Fusion is in line with the massive transformation taking place at Hamdard Laboratories. With the launch of this brand, Hamdard endeavours to target the youth who aspire for convenience, cool and on-the-go formats.
The test market of RoohAfza Fusion was carried out in September 2016 in Delhi and Uttar Pradesh. This launch was a great success showcasing brilliant results and feedback obtained from 50,000 people (including consumers and trade partners). 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.
Basis the feedback received from the test launch, the product’s packaging has been revamped to connect better with the target audience by showcasing RoohAfza in a brand new, cool avatar. The packaging change conveys the concept of RoohAfza Fusion aptly and has a better shelf throw. Subsequently, basis the in-depth sensory panel study, the recipes of the product were also tweaked for a better product experience.
To suit varying taste palates and offering a variety to the discerning consumer, RoohAfza Fusion is available in five exciting flavours - Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple and Orange and Luscious Litchi.
Speaking at the launch, Mansoor Ali, chief sales and marketing officer, Hamdard, said, “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 for 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,” he added.
“Keeping the intrinsic qualities of RoohAfza intact with the presence of ten natural herbs fused with fruit juice, RoohAfza Fusion sits naturally on this positioning. We are confident that RoohAfza Fusion will create the positive disruption required, and prove to be a category shaker. Consumers are going to love this new avatar of their favourite drink,” Ali said.
RoohAfza Fusion is available in modern Tetrapak aseptic packaging, which is known to preserve both the taste and 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.
