There are two things we need to stay alive, and coincidentally, both are red in colour. First, we need blood in our veins, and second, we need a glass full of chilled Rooh Afza, especially in the summer season.
We agree that this was a bit of an extreme comparison, but that is the love Rooh Afza sharbat is used to for the last 115 years. However, the famous red drink that millions of Indians grew up relishing is losing relevance with the current young generation.
In this article, we will talk about Rooh Afza hamdard, understand its challenges, and also discuss its way forward.
Translated as soul refresher, Rooh Afza drink was first made in 1906 in Ghaziabad, by Hakeem Muhammad Kabeeruddin, and was introduced to the public by Hakeem Hafiz Abdul Majeed from Old Delhi.
Challenges faced by Rooh Afza
Dubbed as the life of iftar parties across the globe, Rooh Afza has always been a fan favourite during the Ramadan season. However, the seasonality of the drink has also been one of their largest challenges. It has resulted in a decrease in yearly sales and a stagnated revenue growth.
The factors that drive this challenge can be attributed to the following.
Changing Consumer Preference
Consumer preferences have changed over time with more and more people opting for a healthier lifestyle or choosing fizzy or energy drinks over a herbal drink like Rooh Afza.
Rooh Afza’s sweet flavour may not appeal to consumers seeking low or no-sugar options. While the lack of carbonation or caffeine hit may not appeal to another faction of consumers. This is one of the reasons why it is losing relevance with the current younger generation.
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Marketing & Branding by Rooh Afza
The brand has been around for more than a century and has a loyal customer base. However, it is failing to connect with the younger generation, who are not that familiar with the brand. Also, the brand’s traditional image may not align with current trends and preferences.
Rooh Afza should consider investing in new marketing and branding strategies that resonate with the younger generation.
They could partner with influencers, rebrand and redesign their packaging, and position themselves as a symbol of traditional and authentic flavours and ingredients, to be able to resonate with the younger audience and stay relevant.
Lack of Convenience & Accessibility
This popular rose-flavoured drink is only available in large quantities, which can limit its reach to certain segments of the market. Consumers today want to grab a drink on the go and larger packaging isn’t convenient enough for them.
To overcome this limitation and increase the accessibility to a broader audience, the drink should be made available in small packages as well.
Lack of Standardisation
Consumers expect a standardised experience when interacting with a brand. In the past few years, reports of varying taste and quality of Rooh Afza’s drinks came out, which turned away a big section of their consumers.
Rooh Afza can create and follow brand-wide recipes and SOPs which will help them standardise their products and consumer’s experience with the brand.
Year-round promotion
Rooh Afza is traditionally associated with the summer season and Ramadan festivities. However, promoting it as a versatile drink that can be consumed year-round, and not just during these times, could be an effective strategy for the brand to increase its sales and appeal to a wider audience.
In conclusion, Rooh Afza should embark on a journey to create a season-agnostic, trendy and consumer focused brand rooted in tradition.
