Rooh Afza

Proper noun

Rooh Afza

1. (trademark) A brand name for a concentrated syrup, commonly diluted with water or milk to create a squash which is widely popular in South Asia; manufactured by the pharmaceutical companies Hamdard Laboratories (India), Hamdard Laboratories (Waqf) Pakistan, and Hamdard Laboratories (Waqf) Bangladesh.
   • “Extending Rooh Afza consumption beyond the summer months, the drink is being promoted as an additive to increase at-home sales,” says Arshad Siddiqui, chief marketing officer. ¶ The company, which was established as a small Unani clinic in 1906 in old Delhi, developed Rooh Afza a year later.2010 June 28, Sachin Kumar, “Across South Asia, this sweet drink is synonymous with summertime refreshment”, in Hindustan Times, archived from the original on 05 Jan 2018
   • The Indian subcontinent has been drinking Rooh Afza for over a century.[…]Many South Asian desserts are flavoured with Rooh Afza, including kheer (a milky rice pudding) and falooda, which takes on a rose-coloured tint when its vermicelli and basil seeds are soaked overnight in Rooh Afza.2018 June 4, Aina Khan, “How I Learned to Love Rooh Afza, the Pungent Rose Syrup of My Childhood”, in Vice, archived from the original on 03 Nov 2023