‘We cordially invite Baba Ramdev to Sharbat Rooh Afza and a glass of truth at our factory’
– Abdul Bari Masoud
Controversial Baba Ramdev, the co-founder of Patanjali, is well-known for his communal outbursts and his unconditional apologies to the Supreme Court in multiple cases. He has stirred up a new controversy by claiming that Rooh Afza, the renowned summer beverage from Hamdard, is engaging in a “Sharbat Jihad”.
During a wellness summit in Haridwar, Ramdev, who usually attacks Western medicine, made this outrageous accusation against the century-old “cooling elixir” beverage in a Patanjali product advertising film.
“Take caution! Their goal is bitter, yet they make your tongue taste sweeter.”
“This isn’t just syrup, it’s Sharbat Jihad!” he exclaimed, while displaying a tumbler of the fiery beverage. Undoubtedly, it was an egregious attempt to profit off the recent rise in nationalism and religion that was sparked by a political force.
Nevertheless, Ramdev’s remark caused both laughter and gasps, quickly becoming the trending topic on social media with the hashtag #SharbatJihad.
One tweet read, “I added Rooh Afza to my milk, now apparently I’m part of an ancient syrup conspiracy.” Another joked, “Patanjali now launching ‘Swadeshi Sharbati Sanjeevani’ to combat syrup extremism.”
Street vendors and shopkeepers also took a swipe at Ramdev. “Rooh Afza sells like water in summer,” said Raju, a juice stall owner in Delhi. “If it’s jihad, it’s the tastiest one I’ve ever sold.”
Even politicians’ joined in. “They want us to fight over soft drinks now when unemployment is on the rise and inflation is high,” said a senior opposition leader. Chutney Jihad, what comes next?
Apart from netizens’ comments, Hamid Ahmed, CEO and trustee of Hamdard Foods India, took Ramdev’s reckless and unethical allegations against the leader of beverages into stride. Hamid Ahmed is the young dynamic grandson of late Hakeem Abdul Hameed, the founder and first chancellor of Jamia Hamdard, who did his education from the UK.
In an exclusive interview with Radiance, Hamid Ahmed said with poise, “Our drink has been a part of India’s culinary and cultural landscape for more than a century. Rather than dividing people, Rooh Afza unites them. Baba Ramdev is cordially invited to our factory for sharbat and a glass of truth.” He also underlined that 85 percent of the profits are donated to charitable causes.
Speaking on a range of issues, including Ramdev’s diatribes, Hamid Ahmed underlined that “Hamdard has always been dedicated to serving humanity. Our focus on healthcare, education, and skill development has enabled us to make a positive impact on society.” He shared the organisation’s remarkable achievements, highlighting its commitment to nation-building. Excerpts:
Q: First give us an overview of Hamdard’s journey so far?
A: My great-grandfather, Hakeem Abdul Majeed, founded Hamdard Dawakhana in Delhi in 1906. He was a dedicated, tenacious, and unworldly man. In the realm of reasonably priced Unani medications, Hamdard, which began as a tiny Unani clinic in a back alley of Delhi, has come to represent honesty and excellence. At the time, it was a proprietorship. Regretfully, he passed away in 1921. My great-grandmother, his wife, and her two sons, my grandfather and his younger brother, thereby became partners in the company.
They declared that all of the proceeds from the 1948 conversion of Hamdard into a trust would be donated to charitable causes. We continue to follow the Hamdard Laboratories trust deed. There are rules about how to use the money. We concentrate on three areas: skill development, education, and medical health. At the age of 18, my grandfather named me a trustee in 1995.
Q: Being at the helm of Hamdard, how do you respond to Ramdev’s allegations? As this is for the first time in more than 100 years such a communal slur hurled at the Hamdard.
A: We generally avoid reacting to such insinuations. We also do not give any attention towards this controversy. We did not create this controversy. Our main task is to serve this “sharbat” of love to people. And its profit goes to charity. Rooh Afza has been a part of India’s culinary and cultural landscape for more than a century. Rather than dividing people, Rooh Afza unites them as it transcends religious and cultural boundaries. We cordially invited Baba Ramdev to our factory for sharbat and a glass of truth.
Q: The way Rooh Afza was branded with a particular religion?
A: No one can put a religious label on Rooh Afza. During festivals and other occasions, it is the only beverage served at mosques, temples, gurdwaras, and other places of worship. Because everyone is aware that Rooh Afza is the only beverage with cooling qualities. Although there are many different drinks in market, Rooh Afza is the most popular and the market leader due its natural cooling ingredients. This aspect has been our main attention since my great grandfather’s time. Other drinks have no such ingredients. It is a product of India that is exported to over 40 nations.
Q: Ram Dev claims that the profit of Rooh Afza goes to mosques and madrasa construction; this’s why he calls it “Sharbat Jihad”?
A: The Trust is in-charge of Hamdard Laboratories. Eighty-five percent of our proceeds are donated to charitable causes. Only skill development, healthcare, and education are our main priorities. We have constructed universities, schools, and other educational facilities. This is a baseless and ridiculous accusation. We didn’t participate in any religious activities. We are internally determined to work in the fields of education, health, and skill development regardless of what others may say.
Q: There is a watchdog body called the Competition Commission of India which keeps a tab on unhealthy and unethical practices. Did the CCI take suo moto notice of it or you approach it?
A: It is not in our hands. There are several government bodies including Food Processing, AYUSH and Corporate and company affairs ministries and the Competition Commission as well as the courts. We did not approach any of them. I have no doubt that the government and the commission will eventually take notice of this tirade against a reputable company. That would put deterrence for the future. However, all options are open for us.
Q: The Baba also dragged Pakistan, saying Hamdard ka Paisa Pakistan KO jaata hai (the money goes to Pakistan)?
A: This is also an absurd allegation. Hamdard India operates independently from its counterparts in Pakistan and Bangladesh. In 1948, after the partition, Hakeem Abdul Majeed’s youngest son, Hakeem Mohammad Said established Hamdard Pakistan. He established and expanded the company in erstwhile East Pakistan in 1953 and 1956 respectively. Following the independence of Bangladesh in 1971, Hamdard Pakistan became Hamdard Laboratories (Waqf) Bangladesh. They are our cousins but we have nothing to do with their business. While our company’s profits support the Hamdard National Foundation, which funds education and healthcare initiatives across India.
Q: There is an allegation doing the rounds that Hamdard does not employ any non-Muslims?
A: All these rumours have been going around for the past two or three years. It is a completely baseless and ridiculous accusation. Regardless of a person’s faith, we hire them based on their merit. Our composite workforce is readily accessible to anyone who visits any of our organisations.
Q: Was the selling of Rooh Afza or any other product impacted by the controversy?
A: The mandate for Rooh Afza has been unanimously approved by the whole country. They dislike these kinds of disputes. This implication had no effect on our sale. Even customers who had previously not consumed Rooh Afza began purchasing it. We are watching social media trends. It is a heartening and encouraging sign for us. We are sure that no other new beverage product can take the place of Rooh Afza.
Q: Tell us about your brand product Rooh Afza story?
A: While Rooh Afza was first introduced in 1907 and has since grown to represent the brand’s character, the Hamdard began operations in 1906. Known as “The Drink of India,” Rooh Afza is a proud Indian trademark that has endured for more than a century in the food and beverage sector. We are making 100 crores glasses annually. It’s growing day by day. It is not a drink of one religion or one region. It has become a custom in Indian homes. Our effort is to reach every household in the country.
Q: As you are aware, the number of people with diabetes in the country is growing daily, and Rooh Afza contains more than 80% sugar. Have you come up with a formula for them?
A: The statement is untrue. Instead of using 80 percent sugar, we utilise syrup, which is made up of half sugar and half water. It is a mixture of water and sugar.
People with diabetes who are unable to drink Rooh Afza have taken care of. Following a decade of research, we have developed Rooh Afza LITE, a sugar-free version of Rooh Afza that retains its flavour. It is prepared with maltitol, a low-calorie alternative to conventional sugar. On all of our sites, we are receiving far too many orders. Rooh Afza is an amalgamation of fruit, vegetables and flowers – a blend of natural goodness. Besides cooling and refreshing, it also helps maintain the body’s water level.
Q: It is said on the advice of first education minister Maulana Abul Kalam Azad, Hakeem Abdul Hameed declared Hamdard organisation as Waqf?
A: I have no knowledge about this fact though I heard it. My both grandfather and great-grandmother took Hamdard Laboratories forward after the demise of Hakeem Abdul Majeed. In 1948, Hakeem Abdul Hameed made a deed and declared it Waqf. However, in 2011 the Delhi High Court declared that Hamdard was not a waqf because it did not do any religious work. The Court also directed to convert it into trust. Afterward Hamdard became a trust but our goal and mission remained the same. Hakeem Abdul Hameed is a role model for us and we are following his footsteps.
Q: However, because Hamdard is a symbol of Unani, is there a sense among the Unani fraternity that the current administration is not paying Unani medicine the attention it deserves?
A: There is no such thing. It gives the wrong impression. In our family, we have made two separate trusts. One is for Unani and the other for the Foods. Because of separation, more concentration is given to the Unani. Both the wings are growing and our annual turnover is also increasing.
Q: What about your plans for the future?
A: With an array of over 450 herbal products and a global presence in 40 countries, Hamdard has made a name for itself in the market. We have introduced Rooh Afza blend lassi, milkshake and other items. We engaged Deloitte to serve as our consultant. For the past few years, it has collaborated with us to modernise the food industry. We have produced numerous things with its help. Our selection of spices is one such item. Khaalis, which translates to “pure,” is the name of the spice line. It is a basic assortment of spices. To us, it has performed incredibly well, as has Hamdard Honey. In addition, we have Hamdard Khaalis Vermicelli, Hamdard edible oil, and Hamdard saffron, hing, and isabgol. We will be adding more goods in the future.
