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 connection 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 cornerstone 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.