Hamdard taps youth with INR 7000-cr ready-to-drink segment

Century-old FMCG company Hamdard Laboratories has launched RoohAfza Fusion to harness the estimated INR 7000 crore ready-to-drink beverage segment. The drink is a combination of its summer drink RoohAfza with pure fruit juice and is available in a 200 ml pack priced at INR 20. RoohAfza Fusion comes in five flavours, namely Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple and Orange and Luscious Litchi.

The company leveraged its existing strong summer drink concentra brand RoohAfza that generates about 40 per cent of the FMCG’s topline close to INR 700 crore, said Amit Taneja, AGM, Hamdard. “RoohAfza has strong recall with certain group bracket consumers but it misses out the young generation. Today, younger consumers are finding less attachment with the product. So to add more variant, we introduced ready-to-drink product in the tetra pack is the way forward. So far, RoohAfza was leader in the INR 850 crore concentrate segment with 42 per cent. But, the new product will allow us to play around the larger segment which is estimated at INR 7000 crore,” he said.

The closely held company has also decided to create campaigns in local languages.