RoohAfza Stays Cool as Summer Staple for Over Century

The RoohAfza brand has managed to stay relevant in the beverage market for over a century, despite being launched as a medicinal concentrate to combat heatstroke and dehydration. According to estimates, it holds a 42% share in the ₹850 crore syrup and concentrate market.

Unlike its competitors, Coca-Cola and PepsiCo, which are known for memorable brand campaigns and celebrity collaborations, RoohAfza has only one celebrity ambassador, Juhi Chawla, who was signed in 2008. This is a rarity in an industry where 27% of all television ad volumes is celebrity-led.

RoohAfza's longevity can be attributed to its consistency, tradition, trust, and relevance. The brand has protected its unmistakable taste while evolving how it participates in people's lives.