Letter to BD #6 Rooh Afza's Story of Mediocrity, Medicine and Mercy
"Rooh Afza, the elixir that transcends time, carries within it the essence of healing, rejuvenation, and the sweet nectar of compassion.
In this week’s letter to the Bohemian Dialogue, Khatija eloquently penned a letter that delved into the enchanting history of Rooh Afza. With its Persian meaning of "Elixir of the Soul," Rooh Afza's remarkable journey unravels a captivating tale of excellence, medicinal wonders, and boundless compassion.
Have you ever wondered about the journey of the vibrant red syrup that permanently resides in your kitchen?
Hamdard's Rooh Afza, which has become a significant part of our life, has an interesting story to tell. It has grown up like a rose out of an ice-frozen ground over the years.
Rooh Afza (Persian for "Elixir of the Soul") was founded by Hakim Abdul Majeed in Delhi in 1906 during colonial rule. The syrup made up of khurfa seeds, carrots, oranges, watermelon, a touch of spinach, khus khus, lotus, two kinds of lilies, and a distillate of damask roses was meant to be a tonic. But sometimes, words that are meant to stay in personal diaries find their way out through pinholes of the pages and soothe souls who never knew they needed them. Same was true for Rooh Afza. People found that two tablespoons of sparkling ruby coloured syrup not only helped cure fever but also tasted delicious and defeated sweaty shirts and humid rooms. Soon what was started as a medicine became the most popular drink. Rooh Afza became a prosperous enterprise and a famous name.
It improved the haemoglobin content of the blood. It helped in decreasing the body heat and hence was quite useful to curb fever, vomiting and diarrhoea. It also promoted the nitrogen content of the body and was thus an ideal beverage. In March 1922, Abdul Majeed died at the age of forty. Before his death, he wrote a will to waqf (Islamic irrevocable trust) his company Hamdard. 85% of the profits earned by Hamdard Laboratories go into Hamdard National Foundation (NHF) which disperses the funds for charity across various Hamdard institutions. Rooh Afza is another name for healing.
For forty years, Rooh Afza ruled the market, sending its produce from its headquarters in the old city to various regions. But then the undivided land could not survive being one. India was partitioned to form Pakistan in 1947. Rooh Afza witnessed the breaking of walled cities. It saw the birth of hatred where love was once immortal. It heard the panic and rush of old families leave and new ones replace them. The whole economy had a setback. Rooh Afza too did. But a border could not block a beautiful idea. Abdul Majeed's eldest son chose to remain in India while the younger brother travelled to Karachi, Pakistan to set up a new Rooh Afza plant and started producing it under a roof which had two rooms.
Hakim had said that his team utilised old bottles and labelled them in the beginning. Initially Rooh Afza was packed and sold in wine bottles made up of glass but that were replaced by plastic ones for safety and convenience. Hamdard Laboratory was set up in Pakistan and soon developed its goodwill and popularity in the country. This brand soon grew into a global one. More than half of the syrup market is now controlled by Rooh Afza, we all know why. Its odour spread from an old city to the whole world eventually. It is now consumed in Pakistan, England, New Zealand, India, France, Germany, and many more European countries and is over 116 years old.
Rooh Afza's remarkable past tells its story of mediocrity, medicine and mercy.
Mediocrity in the beginning when Hakim first made it, medicine initially to work as both a brief heaven for summer and a pill for fever and mercy to the world of exotic syrups and sweet mouths. It went through wars but came out as a revolution. It is the synonym of peace. A tough day at work or a lazy day at home, Rooh Afza suits both. A glass of water or a cup of milk, Rooh Afza moulds itself perfectly with every circumstance. It is a great companion to falooda, sweetmeat and the sun's vitamin D tongue. Rooh Afza makes its way where other drinks fail to find one.
In 2019, during Ramadan when India was running out of Rooh Afza, Pakistan aided it with its transport to the country. Indo Pak tensions are always in the news but we never talk about Rooh Afza's bottle from Pakistan and recipe from India.
Fascinated by the tremendous popularity and ever growing demand for Rooh Afza, many companies and enterprises tried to make syrups that looked, smelled and tasted like Rooh Afza. For example- Jam e Shirin. But none could match its unique qualities, aroma and effectiveness. And never would. Rooh Afza is, was and will always be in the limelight in the world of soft drinks. Memories are not only stored in books but also in tapestries, designs, edibles and drinks. Memories are also stored in Rooh Afza. It has eroded cities. It has moved people. It has crossed a lot of boundaries and entered as many hearts as it can. It has soothed uncountable tribes, refreshed so many communities, stayed still and wandered as well. It scents memories and cools burning foreheads.
The world is dynamic. Human wants and needs keep changing with every passing minute. We look for new. We want unique. We desire different, time and time again. Time and change walk in tandem. But some things never change. Jane Austen's words are often revisited. Ancient beliefs still exist in new generations. Today's influencers are seen recreating 90's celebrities' looks. Rooh Afza is still our favourite. Even if we don't know why it has a flowery label cover. Even if we don't notice how Hamdard is a medicine company not a cold drink enterprise. We prepare milkshakes, lemonades, chilled kulfies, sweetmeat and what not? Rooh Afza is our grandfather's beloved. Rooh Afza is our father's beloved. Rooh Afza is our beloved. After all, old is gold.
- Khatija