The sweet summer drink Rooh Afza, known for its poetic name meaning "soul refresher" and its origins in Old Delhi, has been 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 by a new groom. In movies, it is used as a metaphor for beauty. In Delhi, where temperatures can soar above 100 degrees Fahrenheit, Rooh Afza is a common sight. The traditional Rooh Afza drink is now being served in plastic goblets by cold-drink vendors who are using innovative techniques to attract customers. This beloved beverage, enjoyed in India, Pakistan, and Bangladesh, has adapted to appeal to a new generation through various packaging options. Hakim Abdul Majid, the founder of Rooh Afza in 1907, is shown in a picture provided to The New York Times. India, Pakistan, and Bangladesh all share a love for Rooh Afza, a beverage that has remained popular despite the region's turbulent history. The drink is now targeting a new generation of consumers. As the summer heat intensifies, Rooh Afza's reputation as a natural cooler that lowers body temperature and boosts energy has led to widespread demand for the drink. Despite occasional interruptions in manufacturing, the drink has continued to thrive over the years due to the determination of a young herbalist and his wife, who turned it into a successful business. The drink generates around $45 million in profit annually in India alone, with most of the proceeds going towards funding schools, universities, and clinics. The drink's recipe has remained largely unchanged over the years, with only minor adjustments being made due to ingredient availability. In an image provided to The New York Times, an advertisement for Rooh Afza promotes it as a drink favored by the elite during the heat season. This sweet and herbal beverage, enjoyed in India, Pakistan, and Bangladesh, has a long history in the region and is now targeting a new generation of consumers. The glass bottles that used to fly off the shelves of Majid's small medicine store, called Hamdard, have now been replaced by plastic bottles. Majid passed away at the age of 34, leaving behind his wife, Rabea Begum, and two sons - one teenager and one toddler. Begum made a crucial decision to turn Hamdard into a lasting institution by declaring it a trust, with herself and her two sons as trustees. This move set a precedent for maintaining profitability while focusing on welfare efforts in a time of political turmoil. The profits would be directed mainly towards public welfare rather than the family. The company faced a major challenge during India's partition in 1947, when Pakistan was created as a separate Muslim nation. Millions of people underwent a difficult journey, either on foot or in overcrowded trains, to reach the correct side of the border. Between 1 to 2 million people lost their lives during this time, and many families, including Begum's, were separated. In a photo without a specified date given to The New York Times, Rabea Begum, the wife of Hakim Abdul Majid, announced that following his passing, the earnings from Rooh Afza would be directed towards a foundation to support public welfare. India, Pakistan, and Bangladesh all appreciate the sweet and herbal flavor of Rooh Afza, a beverage withstanding the region's tumultuous past - now seeking to attract a new generation of consumers. India, Pakistan, and Bangladesh all share a love for the sweet and herbal taste of Rooh Afza, a beverage that has remained popular despite the region's tumultuous history. The younger son of Hakim Mohamad Said moved to Pakistan to establish Hamdard Pakistan and continue producing Rooh Afza. He later became the governor of Sindh province but was tragically assassinated in 1998. After the split of Pakistan in 1971, Bangladesh also began producing Rooh Afza under the trust of Hamdard Bangladesh. All three businesses are operated independently by extended family members or friends of the young herbalist. Although they may have slight variations due to regional climate differences affecting the herbs, they largely offer the same taste. The drink is popular during the summer, but there is particularly high demand during the Muslim fasting month of Ramadan. A glass or two of chilled Rooh Afza can liven up gatherings around the dinner table or in bazaars at the end of the day, with its sugary and flavorful punch. Employees at a factory in Gurgaon, India, are seen checking bottles of Rooh Afza 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 survived 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 seen checking bottles of Rooh Afza at a factory. In Bangladesh, the marketing of the brand Rooh Afza goes beyond just flavor and refreshment and delves into the realms of the unlikely and metaphysical. According to Amirul Momenin Manik, deputy director of Hamdard Bangladesh, Rooh Afza is believed to help COVID-19-infected patients by removing their physical and mental weakness, although no scientific evidence is provided. Many people in Bangladesh reportedly experience heavenly feelings when drinking Rooh Afza, as it is branded as a halal drink. During a visit to Rooh Afza's India factory in April, workers produced 270,000 bottles a day, mixing sugar, fruit juices, and a distillation of herbs and flowers such as chicory, rose, white water lily, sandalwood, and wild mint. Workers at a Rooh Afza factory in India are seen in an undated image preparing the sugar syrup for the popular drink. The beverage, enjoyed in India, Pakistan, and Bangladesh, has a sweet and herbal taste that has withstood the region's turbulent history. Now, it is targeting a new generation of consumers as trucks are loaded with over 1,000 bottles each and distributed to warehouses and markets across India. Ahmed, who oversees Hamdard's food division where Rooh Afza is the main product, is working on expanding the 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. A survey conducted by the company revealed that half of Rooh Afza in Indian households is used as a flavoring for milk, while the rest is mixed into cold drinks. Ahmed mentioned their own version of a milkshake, which consists of Rooh Afza, milk, and vanilla. Now the company is targeting the taste preferences of a younger demographic, according to Rebecca Conway of The New York Times. Ahmed mentioned that the milkshake product has been very successful, but he is especially proud of two specific products. One of them is a sugar-free version of the original Rooh Afza, which took 15 years to develop as the company searched for the perfect sugar substitute. This new product is more expensive than the original and is aimed at a wealthier consumer base. In New Delhi on April 15, 2021, Muslims in India break their Ramadan fast with snacks and Rooh Afza, a sweet and herbal beverage enjoyed by people in India, Pakistan, and Bangladesh. Despite the region's turbulent history, Rooh Afza has remained popular and is now trying to attract a new generation of consumers. Ahmed, a runner, mentioned that there is a growing market for health-conscious individuals who are careful about what they consume. Additionally, there is a recognition that the original Rooh Afza, with its sugar and flavor, still has significant untapped potential in India's large market. He is focusing on individuals who are unable to purchase the 750-milliliter bottle, which costs $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 considered a desirable commodity. "In reality, people in India actually desire sugar," Ahmed stated. "Only those in metropolitan areas are familiar with diabetes."