Rooh Afza shortage in India, Hamdard Pakistan offers help

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• Rooh Afza shortage in India since four to five months
• Company says it's because of a lack of ingredients
• Hamdard Pakistan offers help

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Dubai: For most people in the subcontinent, the idea of ending the fast is synonymous with drinking Rooh Afza, a popular rose-flavoured syrup. However, some Indians might not be doing so this Ramadan.

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The iconic drink, produced by Hamdard Laboratories, has been off the market in India for four to five months and it was unavailable on online stores as well, according to a report by Indian publication The Print.

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Hundreds of tweets rolled in about the drink being an integral part of an iftar. Tweep @vrishtibeniwal posted: “Breaking the fast in the evening, iftar, has traditionally consisted of pakoras [fritters], fruit chaat [fruit salad], dates and Rooh Afza. An iftari without Rooh Afza is just not the same.”

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Whereas, Twitter user @Tanima____ wrote about the sentiments and memories attached to the drink: “I don’t think I like Rooh Afza as much as I like the nostalgia attached to it. It tastes of school summer vacations and those hot afternoons when there was no AC [air conditioner], and these simple respites were enough to keep us happy.”

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After reports of the shortage circulated online, in a tweet, the head of Hamdard Laboratories Pakistan, Osama Qureshi, offered to supply it to India through the Wagah border.

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Using his Twitter handle @UsamaQureshy, he tweeted at the journalist who wrote a report about the shortage: “Brother @DilliDurAst, we can supply #RoohAfza and #RoohAfzaGO to India during this Ramzan. We can easily send trucks through Wahga border if permitted by Indian Government.”

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To which Shivam Vij, @DilliDurAst, responded: “@Hamdard_Pk The Pakistani Rooh Afza has offered to come to the rescue.”

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Shortage of ingredients

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While many speculations have been circulating around the drink’s shortage, a representative from Hamdard India said that it was because of issues at the production stage.

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“We are facing supply constraints of certain herbal ingredients. We hope to fix the demand supply gap within a week,” said Mansoor Ali, chief sales and marketing officer at Hamdard, according to a report by The Economic Times.

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However, some reports said that the lack of production was due to a family dispute. However, Ali has shutdown such claims. In the same report by The Economic Times, he was quoted as saying: “The speculation about any rift is completely baseless. These are rumours.”

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