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Hamdard launches two new drinks with Barista

Rooh Mocha and RoohAfza Badam Milk will be available across 100 Barista stores. With this launch, Hamdard aims at increasing its customer base, especially among the youth

Hamdard Laboratories brand RoohAfza has extended its partnership with Barista Coffee Company, launching two new hot beverages in order to attract new consumers based on demographics of the Barista Network. These drinks will be available in 100 Barista stores.

After some invigorating experiments, Barista has curated two hot beverages, Rooh Mocha and RoohAfza Badam Milk, post the launch of two cold beverages RoohAfza Shakerato and Masaaala RoohAfza in the month of October. This move comes after Hamdard’s launch of its ready-to-drink beverage RoohAfza Fusion and the media campaign ‘Greed is good’, in a bid to connect with the youth of the country.

Apart from these four drinks, Hamdard has a range of snacks lined up for the coming months such as RoohAfza infused muffins, cruffins, cake in a jar, pastries, etc. The company will soon announce more offerings, for which product development and R&D is underway.

Mansoor Ali

Mansoor Ali, Chief Sales and Marketing Officer, Hamdard, said, “This association is a part of the transformational phase that Hamdard is currently in. One of the key focus is to create connect for RoohAfza with the younger generation, the millennials of today and be accessible to them in the formats and locations they hang out in. Of late, there has been a noticeable move towards natural, herbal-based products in the consumer space. Our flagship brand, RoohAfza, sits organically on this premise. Taking our association with Barista forward and post the launch of RoohAfza Shakerato and Masaaala RoohAfza, Rooh Mocha and RoohAfza Badam offer for an interesting fusion of two sensorial beverages and promote the myriad usages of RoohAfza all year long. We see this distinctive partnership with Barista as a long-term strategic alliance, where heritage meets cool and gives the young consumers a twist they would love.”

Puneet Gulati, Chief Executive Officer, Barista, said, “We are happy to announce that our valued partnership with Hamdard has yielded great customer traction. In our endeavour to be in the ‘Innovative Space’, we have successfully taken fusion drinks to newer levels. As we embark into season two of our partnership, we are excited to launch Rooh Mocha, which has RoohAfza flavouring of medium roast coffee with a hint of chocolate and RoohAfza Badam Milk, here we have Californian crunchy almonds in hot milk mingled with RoohAfza.”


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