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To make its British era flagship brand RoohAfza attractive for the youth, Hamdard Laboratories is hopping on to the ready–to-serve blended juices format with RoohAfza Fusion.
To be sold in special packs, the company hopes to make Fusion a national brand by next year and will be competing with brands such as Tropicana and Real Juices.
“We are initially launching RoohAfza Fusion in Delhi and Uttar Pradesh for test-marketing and getting consumer feedback. We plan to make it a national brand by next year”, said Mansoor Ali, Chief Sales & Marketing Officer, Hamdard Laboratories .
The company has launched five variants which offers RoohAfza blended with juices, such as lemon, orange, mango, pineapple and orange and litchi.
Ali said the new brand will be riding on the RoohAfza lineage of being a ‘natural, refreshing drink’, while offering the goodness of fruits.
“With the 200-ml special pack format, we are bringing the RoohAfza differentiation and shaking up the juices segment. We hope to attract the consumers who have been drinking RoohAfza for many years at home, by offering them the product in on-the-go consumption format. We also want to become relevant for the youth and woo new consumers with this innovation.”
Besides leveraging on the strong distribution of RoohAfza, a Unani recipe formulated in 1906, the company will also be tapping into new channels, such as the paan shops and e-commerce. For now, it has tied up with a co-packing partner for the production of RoohAfza Fusion. “As we ramp up the distribution to become a national brand and the volumes grow, we could also look at setting up our own manufacturing facility,” Ali added.
While the company hopes RoohAfza Fusion will gain traction among urban youth, the company will also be using the distribution network to reach the upcountry and rural region.
New unit on the cards Hamdard also hopes that new consumers will also grow the sales of the parent brand RoohAfza.
“ We have been ramping up production capacity for RoohAfza, too. We have also acquired land in the Western region to set up a new greenfield facility that will start operations by 2018,” Ali said. Last year, the company launched smaller packs of the brand to grow the penetration of the brand in regions such as south Gujarat and West Bengal.
While the company has tied up with various e-commerce aggregators, it will also look at selling its products through its own website. “ We are in the process of putting the logistics in place and will sell our products through our own website by next year,” he added.
Besides RoohAfza, Hamdard Laboratories is known for health products such as Safi, Roghan Badam Shirin, Sualin, Joshina and Cinkara.
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