RoohAfza partners with 100 Barista stores
By Satarupa Chakraborty | October 12, 2017
Roohafza’s two beverages will be sold through 100 Barista stores across the country.
Hamdard Laboratories’ flagship brand RoohAfza strikes a partnership with Barista Coffee Company with 100 Barista stores with a focus on RoohAfza affinity markets, and the potential to attract newer consumers based on their demographics. The split of the stores is around 58% in North, 21% in west region, 12% in south markets and rest in the East region, covering key marquee stores is most cities. Hamdard views this strategic partnership as a long term association and with this investment they are making to seed RoohAfza usage in alternate formats, to a new audience.
Barista has curated two exciting cold beverages, RoohAfza Shakerato and Masaaala RoohAfza, which will be sold through Barista outlets.
Speaking at the launch, Mansoor Ali, Chief Sales & Marketing Officer, Hamdard said, “This endeavor is a part of the transformational phase that Hamdard is currently in. One of the key focus areas is to establish connect for Roohafza with the millennials of today, and be available to them in the formats and environment they hang out in. There has been a perceptible move towards natural, herbal products in the consumer space, and RoohAfza sits naturally on this positioning. We would also be introducing hot drink combinations for the oncoming winter season. We see this unique partnership with Barista as a long term strategic alliance, where heritage meets cool and gives the young consumers a twist they would love.”
Speaking at the launch, Puneet Gulati, Chief Executive Officer, Barista said, “Innovation has been the corner stone to our success and that’s the mantra we would carry forward for future as well. Barista is excited to partner with Hamdard and launch a fresh new perspective in cold beverages. The proposed Coffee fusion drink Roohafza Shakerato, nicely blends our coffee made from 100% Arabica beans and the established flavour of Roohafza. Our endeavor is to line up more exciting offering in times to come. Our association with Hamdard is a testimony to the fact that we keep having newer reasons for guests to visit our stores.”