The Cultural Significance of RoohAfza in South Asia

RoohAfza, a rose-flavored drink concentrate, was created in 1907 by Mr. Hakim Hafiz Abdul Majeed, a practitioner of Unani medicine in Delhi. Designed to combat the intense heat and dehydration of North India's summers, RoohAfza has become a beloved beverage, particularly during Ramadan. Vendors like Mr. Mohammad Shadab sell it in bustling neighborhoods, where it is enjoyed in various forms, including as a refreshing drink mixed with lemon or as a key ingredient in the traditional "Mohabbat ka Sharbat" (Sherbet of Love).

The Straits TimesThis beloved century-old drink cools people. It's also suffused with South Asian history

The drink has deep personal significance for many, including 85-year-old food historian Ms. Salma Husain, who recalls first trying RoohAfza in the 1960s to alleviate her nosebleeds caused by the heat. She now consumes it daily during summer, stating, “Just half a glass of RoohAfza and all your tiredness is gone and you are fresh like a flower.” Similarly, 28-year-old Alishah Ali, a cultural heritage specialist, associates RoohAfza with her grandmother's house, where it was often served over shaved ice or mixed with milk and basil seeds during iftar meals.

The Straits Times

RoohAfza's history parallels the tumultuous narrative of South Asia itself. Following the Partition of India in 1947, the company behind RoohAfza, Hamdard, was divided into three entities: Hamdard India, Hamdard Pakistan, and Hamdard Bangladesh. Each continues to produce RoohAfza and other products, reflecting the drink's widespread appeal across these nations. In Bangladesh, it is often included in wedding trousseaus, while in Pakistan, it is regarded as a national drink.

The Straits TimesThis beloved century-old drink cools people. It's also suffused with South Asian history

The name RoohAfza is derived from a character in the Urdu poem Masnavi Gulzar-e-Naseem, written by a Hindu poet, highlighting its cultural syncretism. However, the drink has faced challenges from right-wing Hindu groups. In 2025, Baba Ramdev, a controversial yoga guru, suggested that revenues from RoohAfza funded madrasahs and mosques, urging consumers to choose his rival product instead. This prompted a lawsuit from Hamdard, which the Delhi High Court described as “shocking to the conscience.” Ramdev later pledged not to repeat such remarks.

The Straits TimesThis beloved century-old drink cools people. It's also suffused with South Asian history

Despite these controversies, RoohAfza remains a popular choice among diverse communities. The company has launched campaigns emphasizing its inclusive appeal, stating that the drink has been enjoyed since 1907 by people of various backgrounds.

The Straits Times

• “You will always find a bottle of RoohAfza in my house,” — Ms. Salma Husain, Food Historian

The Straits Times

• “It has always been omnipresent in our kitchens, especially in summers,” — Alishah Ali, Cultural Heritage Specialist

The Straits Times

• “not only touches the taste buds, but also the soul” — Hamdard Advertising Campaign

The Straits Times

RoohAfza transcends mere refreshment; it embodies a shared cultural heritage in South Asia. Despite facing challenges, it continues to be a symbol of unity and resilience, enjoyed by many during the hot summer months and special occasions like Ramadan.

The Straits Times