Hamdard Laboratories India entered the ready-to-serve beverage segment with the launch of RoohAfza Fusion, an extension of the 10-year-old brand RoohAfza, after a test market exercise. It is a combination of RoohAfza and pure fruit juice. In addition to the product concept, the product formulation too is quite unique and comes from RoohAfza’s herbal and Unani roots. Its formulation has the cooling power of ten herbs. Fuelled by the ambition to innovate and delight consumers, the launch of RoohAfza Fusion is in line with the massive transformation taking place at Hamdard Laboratories. With the launch of this brand, Hamdard endeavours to target the youth who aspire for convenience, cool and onthe- go formats. To suit varying taste palates and offering a variety to the discerning consumer, RoohAfza Fusion is available in five exciting flavours – Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple and Orange and Luscious Litchi. RoohAfza Fusion is available in modern Tetrapak aseptic packaging, which is known to preserve both the taste and flavour of the product, and is offered at a convenient price point of Rs. 20 for the 200ml pack.