Hamdard Laboratories, maker of RoohAfza, announced a strategic tie-up with Barista Coffee Company, which will cover 100 Barista stores serving RoohAfza-based drinks in coffee and other beverage blends including hot drinks.

Hamdard chief sales & marketing officer Mansoor Ali said in a statement: “This is part of the transformational phase we are currently in, and a key focus is to establish connect for Roohafza with millennials. There’s a perceptible move towards natural, herbal products and RoohAfza sits naturally on this positioning.” The statement added that Hamdard plans to launch snacks in the coming months.

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