UZMA KHATEEB NAWAZ: How has Hamdard Laboratories’ product portfolio evolved??

HAMZA JAFRI: Our product portfolio continues to focus on beverages and Rooh Afza remains our flagship product. Originally formulated in 1907 in pre-Partition India, Rooh Afza’s unique recipe has remained unchanged. Hakim Muhammad Said (the founder of Hamdard) introduced Rooh Afza in Pakistan in 1948 and it initially served as a thirst-quenching cordial syrup. In 1980, we introduced Rooh Afza Light, a low-calorie version of Rooh Afza, followed by Doodh Rooh Afza in 1998. The latest addition to our portfolio is Rooh Afza Go, launched in 2022, and it is a carbonated Rooh Afza-based drink and available in cans.

UKN: You also introduced Rooh Subz in 2022. How does it differ from Rooh Afza?

HJ: Although Rooh Subz is considered to be a green variant of Rooh Afza, we market it as a separate product, because although it shares a few similarities with Rooh Afza, Rooh Subz has its own flavour profile and positioning and therefore caters to a different audience.

UKN: What other products are part of Hamdard’s portfolio?

HJ: A key product line is Naunehal, which was initiated with the introduction of Naunehal Gripe Water in the fifties. The Naunehal line now includes a full range of baby products, such as nappy rash cream, colic drops, chest and foot rubs and baby soap. Naunehal magazine, which was established in the fifties, is an extension of the Naunehal brand and is published by the Hamdard Foundation (our products are made by Hamdard Laboratories and both entities are part of the Hamdard Group). Like Rooh Afza, the magazine was part of Hakim Mohammad Said’s vision to provide quality reading material for children. The magazine was initially published in Urdu, but in 2000 it was redesigned to include both English and Urdu versions. Another prominent product in our portfolio is Safi, a blood-purifying syrup we introduced in 1970 and we have recently introduced more products under the Safi line.

UKN: Who is the target audience for the Safi line?

HJ: Our target market includes anyone who is currently using Safi syrup – typically individuals aged 18 to 45 across all socioeconomic classes. With Hamdard’s stellar reputation for providing quality products, we hold a unique advantage in the market – customers trust our products, and this often makes their pricing a secondary consideration for them, and we take pride in this.

UKN: Hamdard has plenty of medicinal products but one doesn’t see them advertised with the exception of Rooh Afza. Why is this the case?

HJ: Hamdard offers over 450 medicinal products, many of which are prescription-based and cannot be directly marketed due to regulations pertaining to pharmaceutical products. To promote them, we maintain a network of 43 matabs (clinics) across Pakistan, where hakims and tabibs (physicians/doctors) provide consultations and prescribe our products; we do not rely on endorsements by doctors like many organisations do. We also launched a digital consultation platform last year, which allows patients to discuss their health concerns with our hakims online.

UKN: What are the challenges of marketing Roof Afza?

HJ: One of the challenges we face is that Rooh Afza is primarily perceived as a beverage that should be consumed only during Ramzan. Our goal is to reposition Rooh Afza as a lifestyle drink that can be savoured all year round. To support this shift, we have collaborated with influencers who feature Rooh Afza in their social media content, highlighting it during months other than Ramzan. We have allocated special budgets for a targeted digital marketing strategy across major platforms. This comprehensive approach aims to ensure continuous brand visibility, encouraging consumers to incorporate Rooh Afza into their daily routines.

UKN: How wide is your distribution network?

HJ: Our product distribution for Rooh Afza, Safi and Naunehal is excellent, as these are our primary revenue-generating brands. We are also working to ensure that other popular products such as honey, toothpaste and apple cider vinegar are available wherever Rooh Afza is stocked. We believe that with targeted social media marketing and a robust retail presence, consumers will become more aware of our products and be able to purchase them easily. Furthermore, we have established an e-shop which allows customers to purchase all our products including our herbal ones. However, it is important to note that our herbal homoeopathic products constitute a small portion of the market, as allopathic medicines hold a 90% market share. Despite this, in order to stay true to Hakim Muhammad Said’s philosophy and preserve his legacy, our mission is to prioritise people’s wellness; sales are a secondary consideration.

UKN: Which advertising agency handles Hamdard’s creative work?

HJ: RG Blue are responsible for developing the marketing and advertising campaigns for all our products.

UKN: Which of your products face the fiercest competition?

HJ: Most of them, especially Rooh Afza. We respect our competitors, as we operate in a free-market economy where competition is natural and while profit generation is essential for any company today, we are equally committed to providing high-quality products. Despite this, our focus remains on the legacy and trusted name of Hakim Muhammad Said, which is closely associated with our brand. Rooh Afza is not just a product; it represents the broader mission of Hamdard, which goes beyond commercial interests. On another note, the medicinal efficacy of our products is exceptional, and when compared to international brands, our products are relatively more economical.

UKN: What are Hamdard’s future plans in terms of product extensions?

HJ: We are committed to positioning Rooh Afza as the go-to drink for Gen Z, which is why we launched Rooh Afza Go and plan to introduce more flavours. This marks a step towards blending our legacy with modern consumer preferences. We also plan to expand our beauty product line, building on the strong foundation of Safi, by introducing new variants driven by market demand and thorough research. Enhancing the visibility of our other consumer products, such as honey, toothpaste and apple cider vinegar, will also be a priority in the future, as well as ensuring that they secure more shelf space in retail outlets.

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