Hyderabad, Apr 12 (UNI) Hamdard Laboratories India launched a ready to drink fruit juice 'Rooh Afza Fusion' here today after a phenomenal test market excise. Talking to media persons after the launch here, Hamdard Chief Sales and Marketing Officer Mansoor Ali said that Rooh Afza Fusion was a unique concept that was being launched for the first time in India. It was a unique combination of Rooh Afza with pure fruit juice. The product formulation too was quite unique and came from the Herbal or Unani roots of Roh Afza, he said. Mr Ali said that the test market of Rooh Afza Fusion was carried out in September last year in Delhi and Uttar Pradesh. This launch was a great success showcasing brilliant results and feedback obtained from 50,000 people. The company achieved primary sales of approximately 9 lakhs units in the launch month itself. Consumer off-takes recorded live from shelves were more than 70 per cent, he said. Basis of the feedback received from the launch, the product’s packaging has been revamped to connect better with the target audience, Mr Ali said. He said Rooh Afza Fusion was available in five exciting flavors—Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple & Orange and Luscious Litchi at a cost of Rs 20 for 200 ML. Mr Ali said that the Hamdard Laboratories was among the leading Health & Wellness companies of India, with presence across 4.5 lakh outlets in the country, offering a wide portfolio of more than 600 products. The company turnover was Rs 700 crore. Of them 15 per cent as export share. UNI VV JW SHK 1723