The sugary summer drink Rooh Afza, known for its poetic name meaning "soul refresher" and its origins in Old Delhi, has been enjoyed across South Asia for generations. In Pakistan, the rose-colored syrup is mixed with milk and almonds for religious processions, while in Bangladesh, it is often given as a gift to new in-laws. In movies, it is used as a metaphor for beauty. In Delhi, where summer temperatures can exceed 100 degrees Fahrenheit, Rooh Afza is a popular refreshment. The traditional Rooh Afza beverage, known for its sweet and herbal taste, is now being served in innovative ways to attract customers. The drink is now being poured with new techniques by vendors, such as throwing concentrate high and fast between glasses and drizzling it onto the cup's rim. This beverage has a long history in India, Pakistan, and Bangladesh, and is now being marketed to a new generation. India, Pakistan, and Bangladesh all share an appreciation for the sweet and herbal flavor of Rooh Afza, a beverage that has remained popular despite the region's tumultuous history. The drink has gained a new following among younger generations as its reputation as a natural cooler that can lower body temperature and boost energy has spread. Even a brief pause in production leads to widespread concern due to the drink's high demand. The drink's survival can be attributed to the determination of a young herbalist and his foresighted wife, who helped their sons transform the beverage into a successful business. Rooh Afza brings in around $45 million in profits annually in India alone, with most of the money going towards funding schools, universities, and clinics through a trust. Despite some minor changes in ingredients over the years, the drink's formula has largely remained consistent, ensuring its continued popularity. 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 in India, Pakistan, and Bangladesh. The sweet and herbal taste of Rooh Afza has remained popular despite the region's turbulent history, and now it is targeting a new generation of consumers. The glass bottles that used to fly off the shelves of Majid's small medicine store, Hamdard, have now been replaced by plastic bottles.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 14 years old and the other just a toddler. Begum made a crucial decision to transform Hamdard into a lasting institution by declaring it a trust, with herself and her two sons as trustees. This decision laid the groundwork for keeping the business profitable and supporting welfare efforts amidst political turmoil in the country. The company would not benefit the family financially, as most of the profits would be allocated to public welfare. The company faced its greatest challenge during India's partition in 1947, when Pakistan was created as a separate Muslim nation. This event resulted in a mass migration of millions of people, with many losing their lives and families being separated, including Begum's family. An undated photo given to The New York Times shows Rabea Begum, the wife of Hakim Abdul Majid, who made the decision to dedicate profits from Rooh Afza to a trust for public welfare after his passing. The sweet and herbal taste of Rooh Afza is enjoyed by people in India, Pakistan, and Bangladesh, and the beverage has remained popular despite the region's turbulent history. Now, efforts are being made to appeal to a new generation of consumers. Hakim Abdul Hamid, their son, remained in India where he became a respected academic and managed Hamdard India. India, Pakistan, and Bangladesh all appreciate the sweet and herbal flavor of Rooh Afza, a beverage that has withstood the region's tumultuous history. Now, it is looking to attract a new generation of consumers. Hakim Mohamad Said, the younger son, relocated to Pakistan after its formation. He left his position at Hamdard India to establish Hamdard Pakistan and manufacture Rooh Afza there. He later 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 slight variations depending on how the climate in different regions affects the herbs. The drink is popular during summer, but there is especially high demand 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 be refreshing with its sweet and flavorful taste. 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 the sweet and herbal flavor of Rooh Afza, a drink that has withstood the challenges of the region's past. Now, it is looking to appeal to a new generation. In Karachi, Pakistan, Faqir Muhammad, a 55-year-old porter, explains how he enjoys a glass of Rooh Afza after breaking his fast during the summer, following a date to replenish his energy. In Gurgaon, India, employees are seen inspecting bottles of Rooh Afza at a factory on April 14, 2021. Now it is targeting a new generation's taste buds. In Bangladesh, the brand's marketing extends beyond just flavor and refreshment, delving into the realms of the unexpected and the spiritual. Amirul Momenin Manik, deputy director of Hamdard Bangladesh, claims that Rooh Afza can help COVID-19-infected patients by alleviating their physical and mental weaknesses, although no scientific evidence is provided. Many people in Bangladesh reportedly experience divine sensations when consuming Rooh Afza, as it is marketed as a halal drink. During a visit to Rooh Afza's India factory in April, workers wearing full protective gear were seen producing 270,000 bottles each day. The production process involved boiling sugar in large tanks, mixing it with fruit juices, and distilling 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 provided to The New York Times preparing the sugar syrup for the drink. The beverage, popular in India, Pakistan, and Bangladesh, is now targeting a new generation as workers load trucks with over 1,000 bottles each to be distributed across the region. Ahmed, who oversees Hamdard's food division, is working to expand the Rooh Afza brand by introducing new products to appeal to consumers who have outgrown the sherbet in their youth. 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 flavor in milk, while the rest is consumed in cold drinks. Ahmed mentioned their twist on the milkshake, which includes Rooh Afza, milk, and vanilla. Now it is targeting the taste preferences of a new generation. The milkshake has been very successful, according to Ahmed. He is especially proud of two products. One is 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 product, which is more than twice the price of the original, is aimed at a wealthier market segment. In New Delhi on April 15, 2021, Muslims end their Ramadan fast by enjoying snacks and Rooh Afza. This beverage, beloved in India, Pakistan, and Bangladesh, has a sweet and herbal flavor that has stood the test of time despite the region's turbulent history. Now, it is looking to attract a new generation of consumers. Ahmed, a runner, notes that there is a growing market among health-conscious individuals for products like Rooh Afza. Additionally, there is potential for the original sugary version of Rooh Afza to expand further in India's large market. He is focusing on individuals who are unable to purchase the 750-millilitre 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, malnutrition is so prevalent that even sugar is considered a desirable commodity. According to Ahmed, "The people in India actually desire sugar. It is only the metropolitan areas that are aware of the risks of diabetes."