The sugary summer drink Rooh Afza, known as a "soul refresher" and originating from Old Delhi, has become popular across South Asia for generations. In Pakistan, it is mixed with milk and almonds for religious processions, while in Bangladesh it is often given as a gift to in-laws by a new groom. Rooh Afza is even referenced in movies, with one hero comparing the heroine to its beauty. In Delhi, where summer temperatures soar, Rooh Afza is a common sight. The traditional flavor of Rooh Afza has been preserved in modern packaging to attract a new generation and a new consumer base. This beverage, enjoyed in India, Pakistan, and Bangladesh, has adapted to the changing times, now available in juice boxes, sachets at tobacco stalls, and even incorporated into trendy ice cream dishes. Founded by Hakim Abdul Majid in 1907 in Old Delhi, Rooh Afza continues to endure and evolve. India, Pakistan and Bangladesh all share a love for the sweet and herbal flavor of Rooh Afza, a beverage that has persisted through the region's troubled history and is now targeting a new generation of consumers. As temperatures rise during summer heat waves, the drink's reputation as a natural cooler made from fruits and herbs that can lower body temperature and boost energy has led to widespread concern over shortages when production is disrupted. Despite facing decades of violence and turmoil since its creation, the drink has survived thanks to the determination of a young herbalist who passed away early and his wife, who helped her sons transform the beverage into a successful business. In India alone, the drink brings in around $45 million in profits each year, with most of the money going towards funding schools, universities, and clinics through a trust. Hamid Ahmed, a fourth-generation member of the family that runs Hamdard Laboratories, which produces the drink, stated that while some ingredients may have changed due to availability, the overall formula has remained consistent. An advertisement for Rooh Afza, a popular beverage in India, Pakistan, and Bangladesh, highlights its appeal to the elite during the hot summer season. The drink was created in 1907 by herbalist Hakim Abdul Majid in Old Delhi to combat heat-related ailments. The sweet and herbal taste of Rooh Afza has remained popular throughout the region's turbulent history and is now targeting a new generation of consumers. Majid's small medicine store, originally named Hamdard, saw a high demand for bottles of glass back then and plastic now. After Majid's death at 34, his wife Rabea Begum and their two sons, aged 14 and a toddler, took over the store. Begum's decision to turn Hamdard into a trust, with her and her sons as trustees, ensured its profitability and continued welfare efforts during a turbulent political period in the country. The family would not be the main beneficiaries of the profits, as they would mostly be directed towards public welfare. The company faced its biggest challenge during India's partition in 1947, when Pakistan was created as a separate Muslim nation. Millions of people went through a difficult journey, either on foot or in crowded trains, to reach their desired side of the border. The partition resulted in the death of between 1 to 2 million people, causing families, including Begum's, to be separated. In a photo that was not dated and shared with The New York Times, Rabea Begum, the wife of Hakim Abdul Majid, made the decision following his passing that the earnings from Rooh Afza would be directed towards a trust to support public welfare. India, Pakistan, and Bangladesh all share a love for the sweet and herbal flavor of Rooh Afza, a beverage that has withstood the turbulent history of the region and is now being targeted towards a new generation. India, Pakistan, and Bangladesh all appreciate the sweet and herbal flavor of Rooh Afza, a beverage that has withstood the turbulent history of the region. Now, it is seeking to appeal to a new generation. Hakim Mohamad Said, the younger son, moved to Pakistan after its formation and left his position in Hamdard India to establish Hamdard Pakistan and manufacture Rooh Afza there. He eventually became the governor of Pakistan's Sindh province but was assassinated in 1998. Following the split of Pakistan in 1971, with Bangladesh becoming a separate country, the facilities producing Rooh Afza in those regions established their own trust: Hamdard Bangladesh. All three businesses are operated independently by extended family members or friends of the young herbalist's family. They all offer a similar taste, with minor variations due to regional climate differences affecting the herbs. The drink is popular during the summer, but demand spikes during the Muslim fasting month of Ramadan. Whether enjoyed around the dinner table or in bazaars at the end of the day, a glass or two of chilled Rooh Afza can bring a refreshing burst of flavor. Employees inspect bottles of Rooh Afza at a factory in Gurgaon, India on April 14, 2021. India, Pakistan, and Bangladesh all share a love for Rooh Afza, a beverage with a sweet and herbal taste that has remained popular despite the region's tumultuous past. Now, the drink is looking to appeal to a new generation. In Karachi, Pakistan, Faqir Muhammad, a 55-year-old porter, enjoys breaking his fast during the summer with a glass of Rooh Afza after eating a date for energy. In Gurgaon, India, employees are shown checking bottles of Rooh Afza at a factory on April 14, 2021. In Bangladesh, the brand's marketing strategy goes beyond simply touting flavor and refreshment, delving into the realms of the unexpected and metaphysical. According to Amirul Momenin Manik, deputy director of Hamdard Bangladesh, Rooh Afza is believed to have benefits for COVID-19 patients, despite lacking scientific evidence. Many people in Bangladesh claim to experience a spiritual connection when drinking Rooh Afza, as it is marketed as a halal drink. During a visit to Rooh Afza's India factory in April, workers were observed producing 270,000 bottles a day, mixing sugar, fruit juices, and a variety of herbs and flowers such as chicory, rose, white water lily, sandalwood, and wild mint. Workers at a Rooh Afza factory in India are shown in an image without a date, preparing the sugar syrup for the popular drink. This beverage, enjoyed by India, Pakistan, and Bangladesh, has a sweet and herbal taste that has remained popular despite the region's history of turmoil. Now, the drink is being marketed to appeal to a new generation, with trucks being loaded at the dock to distribute over 1,000 bottles at a time to warehouses and markets across India. Ahmed, who oversees Hamdard's food division, is working to expand the popular Rooh Afza brand by introducing new products to appeal to consumers who may have outgrown the sherbet in their younger years. These new products include juice boxes combining Rooh Afza with fruit juice, a Rooh Afza yogurt drink, and a Rooh Afza milkshake. According to a survey conducted by the company, half of Rooh Afza in Indian households is used as a flavoring in milk, while the rest is used in cold drinks. Ahmed mentioned that they have created a new twist on milkshake by combining Rooh Afza, milk, and vanilla. Now it is targeting the tastes of a younger demographic, according to Rebecca Conway of The New York Times. The milkshake has been very successful, according to Ahmed. He is especially proud of two products, including a sugar-free version of the original Rooh Afza which took 15 years to develop as the company searched for a suitable sugar substitute. This new product, which is more than double the price of the original, is aimed at a wealthier consumer base. In New Delhi on April 15, 2021, Muslims in India break their fast during Ramadan with snacks and Rooh Afza. This sweet and herbal beverage is enjoyed by people in India, Pakistan, and Bangladesh, and has a rich history in the region. Now, Rooh Afza is looking to appeal to a new generation of consumers. Ahmed, a runner, notes that there is a growing market for health-conscious individuals who are mindful of what they consume. Additionally, there is potential for the original Rooh Afza to tap into India's large market despite its high sugar content and strong flavor. He is focusing on individuals who are unable to purchase the 750-milliliter bottle, priced at $2, by providing single-use sachets for 15 cents - a tactic that transformed the accessibility of shampoo brands in India. In many regions of India, the prevalence of malnutrition is so severe that sugar is appreciated. "In reality, people in India actually desire sugar," Ahmed stated. "Only those in metropolitan areas are familiar with diabetes."