Rooh Afza – A Symbol of India’s Shared Heritage

It is peaceful to drink a simple glass of sharbat in this fast food world filled with artificial drinks and advertisements. Though many kinds of sharbat are available, Rooh Afza is the most loved one in Indian homes for over 100 years. It is more than a drink; it stands for love, culture, and community. It has always stood resolutely in our kitchens without needing any huge advertisement campaigns or fancy packaging designs. It does not claim to be miracle juice. It simply provides what it has always provided-refreshment, flavor, and tradition. The bright red color with hints of sweet rose flavor sets it apart. One sip of it invokes nostalgia of summer afternoons, family functions, and by-gone days of sitting together.

The title of Rooh Afza is worthy because of its rightful place in people’s hearts. It is also moment of serenity for many Muslims who break their fast after the long day with a chilled glass of Rooh Afza. It is something to splurge on after hours of fasting and thirst. It refreshes your body, brightens your spirits, and prepares your mind for prayer. Yet the Rooh Afza story isn’t exclusively a religious one. It transcends Ramadan. People from all walks of life consume it. Hindus, Sikhs, Christians, and agnostics alike have grown up drinking this sharbat. It is served in their homes, at roadside stalls, and in schools. It is enjoyed with milk or water, with ice, or as an ingredient in desserts. It has silently embedded itself into the fabric of Indian culture. What makes Rooh Afza beautiful is that it does not segregate – it unites. It does not judge, but comforts. It reminds one of the time when an argument as to what should be on table-be it food or drinks-had shriveled down to the simple pleasure of sharing a glass of something sweet. Let us also talk about health. Most of these sodas are laden with gas, unhealthy chemicals, and sugars that harm the drinker. Children, and even adults, are in the habit of consuming these sodas daily. But, sharbat, and especially Rooh Afza, is available as an alternative. It is herbal, fruity, and flowery. It fulfills a number of things in the summertime, boosting digestion and providing natural energy that cools the body. It is also within affordable range. One bottle lasts a long time and can be used in many ways. It is trusted by families with children or elderly members as it has been around for generations. And unlike most modern drinks, Rooh Afza is not all about selling but more about serving.

Making comments in promotional videos drawing comparisons of soft drinks with “toilet cleaners” and coining the terms “sharbat jihad” is a highly irresponsible and relatable way of marketing. Sure, businesses have yet to have their own rights to market their products; however, using emotionally charged words directed to religious institutions or communities becomes quite dangerous. Pretensions of health when it comes to sweetened beverages are understood as such and acknowledged by a vast lot of nutritionists and public health experts. Such issues cannot be diffused with incitements to communal dog whistles or religious targeting. Instead, consumer education should be based on scientific persuasions. Using comparatives such as, “this drink is like a toilet cleaner,” but without proper comparisons from laboratory verified sources, are not just deceptive; they are inflammatory. It alarms and breeds mistrust without providing keen insights into better health practices. Besides, it is an unethical form of marketing that attempts to position a buying decision in an ideological battle-as clean-unclean, ours against theirs. It really plays upon deep social divides rather than attempting to build togetherness or offer wellness. Healthier choices can and should be promoted without demonizing others or associating them with religious identities. An Indian consumer’s intelligence and ability to make informed choices when presented with facts-not fear-could also be well placed.

It is also worth saying that some Indian companies has had a few legal troubles and regulatory battles for misleading promises and product quality. Thus, such statements have a diminished credibility, especially if the speaker takes a moral high ground while scornfully treating the others without being backed with proof. Instead of raising even minimum health standards of the nation through education and innovation, such rhetoric would rather politicize even very basic daily activities like taking juice. In the world’s most diverse and democratic societies like India, health promotion and wellness bring people together rather than dividing them. Sharbat, juices, and soft drinks are not mere products in the market but integral parts of everyday lives, feelings, and traditions; transforming them into symbols of religious agendas makes monkeys of consumers’ intelligence and integrity, as well as injures the social fabric of the country. All leaders, be it in health, yoga, or business, ought to concern themselves with healing, not hurting words.

Rooh Afza is one of the elements of festivals, marriage and other celebrations. One welcomes another with it. One prepares sweets of it. Some pour it into ice cream or lassi. This is that one drink which would fit into every celebration, be it big or small. As everything in the world changes so fast, Rooh Afza has stood its ground. It teaches us that just because something is old doesn’t mean it is out of date. There are, indeed, some things which are ageless-everything from a mother’s recipe collection to old songs to handwritten letters-rooh afza is emotional, not merely flavorful. It unites people beyond languages, regions, and religions. It is so unfortunate and sad to see something that beautiful reduced to such unnecessary controversy. Such a beautiful drink should be celebrated rather than contested as childhood memories, family kitchens, and sacred collectors. Rooh Afza deserves respect, not only for its taste but also for the love it carries within every drop. There is pride in the fact that this drink is made in India. It is the richness of Indian herbs and the wisdom of old recipes. This is not a product of a giant multinational chain-it is heritage made at home.

It’s about time we learned to appreciate it. In the hustle and bustle of trend-following, we often forget what really counts. Rooh Afza is more than just a drink-it connects us to our past. It is a perfect mixture of refreshment, taste, and curing in times of stress and uproar. Even children today love it; instead of pushing sugar-loaded sodas down their throats, let’s introduce them to good old sharbat-drinks. Let them discover the joy of something extremely delicious yet deeply meaningful. Rooh Afza needs no defense. The affection of its fans, an account in family stories, a ritual in every iftar and summer evening-these stand as its real testimony. But in the present world, it sometimes calls for defense. Let’s not let the anger and politics around us ruin something so innocent as sharbat. Let ourselves respect every bargain and enjoy what each has to offer. One glass of Rooh Afza is not just an edible beverage but a message of quietude and love.

(Author is Professor in Comparative Literature and Former Head & Group Editor of Sahara News Network. Email: profjasimmd@gmail.com )