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Barista to roll out exciting beverages and confectionary using Rooh Afza

Introduces Masaaala RoohAfza and Rooh Afza Shakerato across 100 outlets

Tuesday, October 17, 2017, 13:30 Hrs  [IST]
HBI Staff | New Delhi

Barista, as part of offering innovative café experience to its customers, has partnered with Rooh Afza, the flagship herbal syrup by Hamdard Laboratories, to introduce cold and hot beverages as well as confectionary items using Rooh Afza across its outlets in India. As part of the tie up, Barista has introduced two cold beverages – Masaaala Rooh Afza and Rooh Afza Shakerato – across 100 outlets last week.

While Rooh Afza Shakerato offers a twist of Rooh Afza with a Barista espresso shot and ice to give a nerve tingling experience, Masaaala Rooh Afza is a cold refreshing drink shaken and stirred with soda, shikanji masala with mint and ice.
Speaking to media at the launch event at Barista outlet in Defence Colony, Mansoor Ali, Chief Sales & Marketing, Hamdard, said that the endeavour has been to take Rooh Afza, generally bought from the store and consumed at home product, to a new lifestyle market where young people like to hangout. He said that while they want to increase the occasion for drinking of Rooh Afza by the existing customers, they want to foray into newer markets and create alternate channels of usage.  

Talking about the market growth they are expecting opening new partnerships, Ali said that the product has been growing at a CAGR of 18 to 20% and such tie ups are expected to provide an additional 15% growth over the years.  

Puneet Gulati, Chief Executive Officer of Barista said that there is customer demand for products with new twists , and it has been their endeavour as a pioneering coffee chain to keep pace with the palate change of the customers. “The partnership with RoofAfza will help us to offer better customer experience,” he said. He said that the plan is to introduce at least two new products every 45 to 60 days using Rooh Afza. “We have chalked out a 12-month calendar for that,” he added. Barista is also in the process of introducing hot beverages, cruffins and muffins with RoohAfza in coming months, he added.

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