Hamdard introduces RoohAfza kiosks this summer

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To develop new potential markets for its iconic summer drink brand RoohAfza, Hamdard (Wakf) Laboratories has taken up a pilot initiative and has introduced RoohAfza dispensers around high congregation points including highways, hospitals and tourist spots.

Arshad Siddiqui, chief marketing officer, Hamdard (Wakf) Laboratories said, “We are undergoing a contemporary makeover in order to reinforce present users, attract non-users and stimulate lapsed users. We are adopting an additive route with RoohAfza dispensers and promoting them at points where we get a ready audience to try our products. The dispenser route has been well received by the public.”

RoohAfza is a Rs 1 billion brand under the concentrated drinks market segment, which in India stands at Rs 5 billion. Of this, the sharbat market is estimated at Rs 1.5 billion. “The major players in this category include brands like Rasna, Tang, Sherbet-e-Aazam, Kissan Squashes and Haldiram’s. To stand out in the market RoohAfza has introduced two flavours for dispenser project — Rooh Afza with water and Rooh Afza Lemon. Further, we are also mixing it with mocktails and desserts,” Siddiqui added.

The company is targeting to reach a Rs 5 billion turnover with a revenue growth of 67 per cent over the next two years. Meanwhile, it also plans to enter into personal and hair care segments and will introduce ten new over-the-counter products. “Over the next 12 months, the company plans to take its portfolio of brands to new geographies — both domestic and international markets,” stated Siddiqui.

Hamdard also plans to double its distribution strength in two years, according to Siddiqui. The company currently operates 500,000 outlets.

As a part of the marketing initiative, the company is adopting methods such as wet sampling, innovative radio campaigns, building retail visibility and regional advertising. “We are looking at raising brand visibility through advertising in metros, tier I and II cities, which are our key markets,” Siddiqui concluded.

— Akansha Srivastava

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