The FMCG company announced the introduction of their flagship product at Gulfood 2018.
The launch marks the brand’s first outing in the UAE, with more products to follow including Safi, a skin cleanser and blood purifier.
Roghan Badam Shirin, Joshina, Sualin, Cinkara tonic and additional Unani products will also be launched over a period of time.
Speaking about the introduction of RoohAfza, Mansoor Ali, chief sales & marketing officer, Hamdard India said, “RoohAfza enjoys a 45% market share in India within its category. With Multiplex International as strategic partners for UAE, we have already made inroads into the market by forging critical relationships with the modern and general trade.
“Consumer activation and awareness through sampling will be key, as we intend to have a large chunk of the UAE population actually experience the magic of Indian RoohAfza,” he said.
“RoohAfza has been growing at a rate of 20 percent year-on-year when the FMCG industry itself is only growing in single digits. Moreover RoohAfza controls nearly half of India’s concentrated syrup market worth about Dhs 600 million,” he added.
Last year the company launched RoohAfza Fusion in India, combining the syrup with pure fruit juice.
“We may soon be launching our Fusion line in the UAE and Gulf region too as the population here looks for conveniences, on-the-go and healthier alternatives”, Ali added.