The iconic sherbet is served at mosques, temples, gurdwaras, and churches alike. No one sees it through a religious lens, asserts the young and dynamic leader Hamid Ahmed
NEW DELHI – In the wake of yoga guru-turned-entrepreneur Baba Ramdev’s incendiary remarks branding Rooh Afza as part of a so-called “Sharbat Jihad,” Hamdard Foods India CEO Hamid Ahmed has strongly defended the century-old beverage that has become an inseparable part of India’s cultural fabric.
Speaking to Clarion India here recently, Ahmed, a youthful and dynamic leader carrying forward his family’s remarkable legacy, brushed aside Ramdev’s comments with calm resilience and an open invitation: “We cordially invite Baba Ramdev to our factory — for sharbat and a glass of truth.”
Ahmed, who also serves as Chancellor of Jamia Hamdard, emphasised that Hamdard India has, since its founding in 1906, been rooted in service to humanity, transcending religious and political lines.
Dismissing the communal tone of Ramdev’s comments, Ahmed made it clear that Rooh Afza is a drink that bridges the divides, not creates them. “Rooh Afza is served at mosques, temples, gurdwaras, and churches alike. No one sees it through a religious lens. It is valued for its natural cooling properties — something unmatched by other beverages,” he asserted.
Rooh Afza, he said, remains one of India’s most cherished drinks, consumed across generations and the subcontinent — and exported to more than 40 countries.
Patanjali co-founder Ramdev courted controversy targeting Hamdard’s iconic summer beverage at a wellness summit in Haridwar earlier this month. He accused Rooh Afza of waging what he provocatively called “Sharbat Jihad.” Promoting Patanjali’s ‘Gulab Sharbat’, he claimed that Rooh Afza’s profits were being misused for religious purposes.
Holding up a glass of the famous drink, Ramdev declared: “Take caution! Their goal is bitter, even though they make your tongue taste sweeter. This isn’t just syrup — it’s Sharbat Jihad!”
The remark, widely seen as an attempt to stir communal sentiments, triggered widespread backlash, with the hashtag #SharbatJihad trending across social media.
Memes flooded Twitter: “I added Rooh Afza to my milk, now I’m part of an ancient syrup conspiracy.”
“Patanjali launching ‘Swadeshi Sharbati Sanjeevani’ to fight syrup extremism!”
Street vendors, politicians, and the public alike ridiculed Ramdev’s comment.
“Rooh Afza sells like water in summer,” said Raju, a juice vendor in Delhi. “If this is jihad, it’s the tastiest one I’ve ever sold.”
A senior opposition leader quipped, “First beef, now soft drinks? What’s next, Chutney Jihad?”
Meanwhile, after the Delhi High Court’s strong rebuke, Ramdev agreed to take down the video calling Rooh Afza ‘Sharbat Jihad’.
Senior Advocate Mukul Rohatgi, representing Hamdard Foods India, told the court that Ramdev’s statements amounted to hate speech and were a direct attack on the religious sentiments of the company’s founders. “This is not mere disparagement — it is communal vilification,” he said, urging the court to act decisively.
Journey of Legacy and Trust
Founded in 1906 by Hakeem Abdul Majeed in a narrow lane of Old Delhi, Hamdard began as a modest Unani clinic. Even after Abdul Majeed died in 1921, his wife and two sons carried forward the mission, and in 1948, they declared Hamdard a charitable trust.
“Since then,” Ahmed noted, “85% of our profits have consistently gone to causes like healthcare, education, and skill development.”
Ahmed, who became a trustee at the age of 18 in 1995, stressed that the company’s purpose has always been clear: serving society without discrimination.
Regarding the false allegations that Rooh Afza’s profits are used to fund religious institutions (mosques and madrasa), Ahmed firmly responded: “The Hamdard trust focuses solely on healthcare, education, and skill development. We build schools, universities, and hospitals — not mosques or madrasas.”
He also clarified that Hamdard Foods India operates entirely independently of Hamdard Pakistan and Hamdard Bangladesh.
“After the Partition, separate Hamdard entities were formed in each country. There is no financial or business connection between us,” Ahmed said.
No Negative Impact
Contrary to Ramdev’s intentions, the controversy seems to have had no negative impact on Hamdard’s sales.
“In fact, the affection for Rooh Afza has only grown stronger. Social media was flooded with humorous posts and messages of support. Even people who never tasted Rooh Afza are now buying it,” Ahmed said with a smile.
Acknowledging the rise of diabetes among Indians, Ahmed addressed concerns about sugar content in the traditional drink. “It’s not true that Rooh Afza is 80% sugar. It’s a syrup blend — a balance of sugar and water,” he clarified.
To cater to diabetic and health-conscious consumers, Hamdard spent a decade developing Rooh Afza LITE, a sugar-free variant sweetened with maltitol.
“It retains the classic Rooh Afza flavour without the sugar rush,” he said, noting the strong market demand for the new product.
Future Plans: A Blend of Heritage and Growth
Beyond Rooh Afza, Hamdard Foods is expanding aggressively under Ahmed’s leadership.
“We now have over 450 herbal products and a presence in 40 countries,” he revealed.
Recent launches include Rooh Afza milkshake and lassi blends, along with a line of pure spices called Khaalis, Hamdard Honey, saffron, edible oils, and other staples. Collaborating with Deloitte, Hamdard is modernising its food business and planning to introduce many more products tailored to Indian households.
“Our mission is simple yet powerful — to reach every Indian home while upholding the values we inherited from our founders,” Ahmed said.
Merit is the Criterion
Ahmed also refuted rumours that Hamdard only hires Muslims. “We select candidates purely on merit, not religion. Our diverse workforce is evident to anyone who visits our facilities,” he stated.
On the question of support for Unani medicine under the current government, Ahmed explained that Hamdard had strategically separated its food and Unani divisions to allow each to flourish independently.
“Both wings are growing, and our turnover continues to rise,” he added.
In conclusion, Ahmed reminded that Hamdard’s strength lies not just in its trusted products but in its unwavering commitment to nation-building.
“Our founding philosophy was about service to humanity — and we continue to live by that ethos,” he said.
With Rooh Afza still winning hearts and Hamdard expanding its horizons, Hamid Ahmed stands as a proud custodian of a truly Indian legacy — one that no fleeting controversy can tarnish.
