RoohAfza Partners with Barista to Create Two New Exciting Beverages for Consumers this Festive Season

Wednesday, October 11, 2017


Hamdard Laboratories, an over 100 year old iconic FMCG Company's flagship brand RoohAfza strikes a delicious partnership with Barista Coffee Company.


GeneralConsumer Interest



Business Wire India

(L-R) Mansoor Ali, CSMO, Hamdard India and Puneet Gulati, CEO, Barista unveiling the two new drinks
(L-R) Mansoor Ali, CSMO, Hamdard India and Puneet Gulati, CEO, Barista unveiling the two new drinks

Hamdard Laboratories, an over 100 year old iconic FMCG Company’s flagship brand RoohAfza strikes a delicious partnership with Barista Coffee Company.
Barista is a pioneer of the coffee business in India, with a huge network of outlets across the country. After some invigorating sensorial experiments, we launched two exciting cold beverages, RoohAfza Shakerato and Masaaala RoohAfza today. This move comes post the launch of the ready-to-drink RoohAfza Fusion and the media campaign “Greed is good”, in a bid to connect with the youth of the country.

The two new beverages offer a completely new consumer experience; creating a surprising, unexpected twist. While RoohAfza Shakerato offers a twist of RoohAfza with a Barista espresso shot and ice to give a nerve tingling experience; Masaaala RoohAfza is your favourite RoohAfza shaken and stirred with soda, shikanji masala with mint and ice to bring a tangy twist. Both the beverages will be available at 100 Barista outlets across India.

Speaking at the launch, Mansoor Ali, Chief Sales & Marketing Officer, Hamdard said, “This endeavor is a part of the transformational phase that Hamdard is currently in. One of the key focus areas is to establish a connect for RoohAfza with the millennials of today, and be available to them in the formats and environment they hang out in. There has been a perceptible move towards natural, herbal products in the consumer space, and RoohAfza sits naturally on this positioning. The two drinks, RoohAfza Shakerato and Masaaala provide for an edgy fusion of two sensorial beverages, and we think this will go a long way in establishing alternate and myriad usages of RoohAfza all year long. We would also be introducing hot drink combinations for the oncoming winter season. We see this unique partnership with Barista as a long term strategic alliance, where heritage meets cool and gives the young consumers a twist they would love.
Speaking at the launch, Puneet Gulati, Chief Executive Officer, Barista said, “Innovation has been the corner stone to our success and that’s the mantra we would carry forward for future as well. Barista is excited to partner with Hamdard and launch a fresh new perspective in cold beverages. The proposed Coffee fusion drink RoohAfza Shakerato, nicely blends our coffee made from 100% Arabica beans and the established flavour of RoohAfza. Our endeavor is to line up more exciting offering in times to come. Our association with Hamdard is a testimony to the fact that we keep having newer reasons for guests to visit our stores.About Hamdard Laboratories India:
Established in 1906 by Hakeem Hafiz Abdul Majeed as a Unani company, Hamdard is a progressive, research based, health and wellness organization with a focus on developing innovative and natural solutions for the masses based on Unani system of medicine. Hamdard India has a wide portfolio of over 500 natural and herb based products and is amongst the leading Health & Wellness companies in India. Hamdard India is the manufacturer and exporter of the world’s largest range of Unani medicines; exporting to more than 22 countries across the globe. Hamdard’s area of expertise include lifestyle disease management, weight management, skin and hair care, gastro care, men’s health, women’s health, cough and cold wellness products and Unani medicines. The top brands are RoohAfza, Safi, Roghan Badam Shirin, Sualin, Joshina, and Cinkara. With over 100 years of service to health and humanity, Hamdard has today become synonymous with ‘integrity’ and ‘high quality’ and stands as a mission committed to serve and benefit the society at large.

About Barista Coffee Company Ltd:
Barista is one of India’s largest café chains with presence in 43 cities and in five other countries. More recently, the Company has been able to expand its presence in international geographies. Over the last 12 month, Barista has revamped its F&B offerings with a larger focus on regional and local flavours and palates. Inclusion of several different flavours of tea while continuing to maintain focus on coffee, improving the food to beverage ratio to offer the consumer a complete experience, and promoting popular Indian food and merchandise. The Company plans to grow to over 500 Barista outlets in next five years from 200 as on date. The brand’s focus will be on expanding in international geographies which are more mature markets and have better price realizations in addition to growth in the domestic markets.