Rooh Afza

The Soul-Refreshing Elixir of South Asia

By Naveed Uddin Khan Uzair

In the heart of South Asia, amidst the sweltering heat and vibrant cultures, one drink has stood the test of time, offering solace and refreshment for over a century—Rooh Afza. This ruby-red syrup, often referred to as the “Drink of the East,” transcends mere beverage status, embedding itself into the very fabric of the region’s culinary and cultural identity.

A Legacy Rooted in Tradition

The story of Rooh Afza begins in 1907 in Old Delhi, British India, where Hakim Hafiz Abdul Majeed, a practitioner of Unani medicine, sought to create a remedy to combat the oppressive summer heat. Drawing from the principles of Unani healing, he formulated a concoction of herbs, fruits, and flowers designed to cool the body and uplift the spirit. The result was Rooh Afza, which translates from Persian as “Soul Refresher”.

Following Majeed’s untimely death in 1922, his wife, Rabea Begum, and their sons continued his legacy by establishing the Hamdard Trust. This organization not only ensured the continued production of Rooh Afza but also expanded its reach, making it a staple in households across the Indian subcontinent.

A Symphony of Natural Ingredients

Rooh Afza’s enduring appeal lies in its unique blend of natural ingredients. The syrup combines extracts from a variety of herbs, fruits, vegetables, and flowers, each selected for their cooling and health-promoting properties. Key components include:

Herbs: Chicory, coriander, and vetiver (khus), known for their digestive and cooling effects.
Fruits: Orange, pineapple, apple, and various berries, providing a sweet and tangy flavor profile.
Vegetables: Spinach and mint, adding a refreshing green note.
Flowers: Rose and kewra (screw pine), imparting a floral aroma and taste.

This complex mixture not only offers a delightful taste but also serves as a natural remedy to prevent heatstroke and dehydration, especially during the scorching summer months.

Cultural Significance and Culinary Versatility

Beyond its medicinal roots, Rooh Afza has become an integral part of South Asian culture, particularly during the holy month of Ramadan. As families gather to break their fasts at Iftar, Rooh Afza is often the beverage of choice, mixed with water or milk to provide instant hydration and energy.

Its versatility extends to various culinary applications. From being drizzled over desserts like falooda and kulfi to serving as a base for mocktails and milkshakes, Rooh Afza’s distinctive flavor enhances a wide array of dishes. Its presence in kitchens symbolizes hospitality and tradition, often evoking nostalgic memories of childhood and family gatherings.

A Tale of Three Nations

The partition of India in 1947 led to the establishment of separate Hamdard organizations in India, Pakistan, and later Bangladesh. Each entity continued the production of Rooh Afza, adapting to local tastes while preserving the original essence of the drink. Despite political boundaries, Rooh Afza remains a shared cultural treasure, uniting people across these nations through a common love for this timeless elixir.

Modern Innovations and Global Reach

Recognizing changing consumer preferences, Hamdard has introduced ready-to-drink variants such as Rooh Afza Fusion and Rooh Afza Milkshake, catering to the on-the-go lifestyle of modern consumers. These innovations aim to attract younger generations while maintaining the brand’s traditional values.

Rooh Afza’s popularity has transcended borders, finding its way into international markets, including the United States, United Kingdom, Canada, and Australia. Its global presence underscores its universal appeal and the growing appreciation for traditional, herbal-based beverages.

Conclusion

Rooh Afza is more than just a drink; it’s a symbol of heritage, resilience, and unity. Its rich history, coupled with its health benefits and cultural significance, cements its status as an iconic beverage of the Indian subcontinent. As it continues to evolve and adapt to contemporary tastes, Rooh Afza remains a testament to the enduring power of tradition in a rapidly changing world.

Watch an Exclusive tour inside the Rooh Afza Factory with journalist Ajit Anjum