… I have known the story for a long time, but only confirmed it as I sat to write this post. And the story is that for many Pakistanis - many Soth Asians, really; because Rooh Afza predates Pakistan - Rooh Afza is the original energy drink (as the name suggests - ‘invigorator of the soul’). But let it not be forgotten that Rooh Afza is not just the “invigorater of the soul” it is also Rahat e Jaan (”hapiness for the body”).
Well before there was Red Bull or even Gatorade, there was Rooh Afza. For most Pakistanis there is still no Red Bull or Gatorade … because Rooh Afza is so much better! I certainly will take Rooh Afza over either Red Bull or Gatorade. And if you want to replenish even more energy (which is the logic behind Rooh Afza at Iftari) just add nature’s energy drink of choice (milk) to Rooh Afza - doodh Rooh Afza. It is this ‘milk shake version’ of doodh Rooh Afza that, I think, is the real Pakistani Red Bull; certainly so in Ramzan.
By the way, I know that the Rooh Afza syrup as a topping over ice cream is a Lahore favorite. There are many many other interested culinary uses it is put to. If you know any, please do share.
A product of Hamdard (Waqf) Laboratories in both India and Pakistan, Rooh Afza is the product that defines Hamdard (By the way, the other great and ubiquitous product from Hamdard is Safi. More about that some other time! ). According to Hamdard’s (India) Rooh Afza page:
The site also quotes poet Sail Dehalvi as saying:
The idiom on Hamdard’s (Pakistan) Rooh Afza page is equally colorful:
… Rooh Afza activates a sensation of satisfaction and tranquility that cannot be gainsaid. It makes a delicious milk shake and its other intake, whether added to water, dessert like custard, ice cream, Falooda, Feerni, always offers a pleasant, soulful experience. During rainy seasons, few drops of fresh lemon added to a glass of Rooh Afza not only satisfies the taste but also keeps you fresh despite the moist season. To those who love tangy taste they may add fresh lemon juice in every glass of Rooh Afza they drink.
Poetry and marketting aside, Rooh Afza is quite a drink and its century old story quite a story. It is a story of ingenuity, product endurance and entrepreneurship. There are few products that have a pedigree to match or which have remained on top of their game in the face of local as well as global competition like Rooh Afza has. I do not know how it does in India but in Pakistan it is an iconic brand.
I would love to hear from our Indian readers about whether and what level of popularity it has there (India, of course, has other iconic drink brands like Limka and Thumbs Up!). But I did find this picture on Flickr interesting. The caption says:
Doing seva (community service) in our colony on Guru Arjan Dev Ji’s Martyrdom Day. Some people making sweet water, made from water, milk, sugar, and Roohafza. Pink Turban man is my hubby
