A rose red syrupy drink called Rooh Afza, or Soul Refresher, is the flavor of the holy month of Ramadan across India, Pakistan and Bangladesh, quenching the thirst of devout Muslims during iftaar at the height of scorching summer.
A new Rooh Afza ad to entice the younger generation. (Supplied)
Going back a century
Rooh Afza accounts for 50 percent of the syrup concentrate market in India and half of Hamdard sales. (Supplied)
Hamdard organises an annual Sharbat Mela, or Drinks’ Fair, in Delhi. (Supplied)
Safeguard against heat stroke
Hamdard Laboratories is now a no-profit trust running the Jamia Hamdard University in Delhi. (Supplied)