Hamdard Foods India, the legacy brand behind Rooh Afza, reaffirmed its commitment to global expansion at the 9th edition of Indusfood, Asia’s premier food and beverage trade fair held from 8 to 10 January 2026 at the India Expo Mart in Greater Noida.
Speaking from the bustling exhibition floor, Vikram Sonawat, senior manager – international business at Hamdard India, termed the event as among India’s most professional platforms for international sourcing, noting it has become a critical hub for closing high-value deals with global buyers.
A major highlight of Hamdard’s showcase this year was its ‘Khaalis’ range. Derived from a word used across Punjabi and Urdu to signify purity, the brand, he said. is central to Hamdard’s strategy of positioning itself as a provider of authentic and clean-label products.
“Khaalis means pure,” Sonawat explained, emphasizing that the name resonates with a diverse Indian and international demographic. The company’s portfolio has evolved far beyond its 1906 roots, now featuring an expansive array of products, including honey, mustard oil, saffron, olive oil, ghee, and a modern line of milkshakes and beverages designed for contemporary tastes.
Despite its strong presence in over 45 countries, the beverage giant acknowledged the complexities of the current international trade landscape. Sonawat noted that varying regulatory restrictions overseas remained a challenge, particularly regarding labeling requirements.
“It is a little bit difficult due to restrictions from overseas, but we customize our products and labels according to their specific requirements,” Sonawat said, highlighting the company’s agile approach to front-of-the-pack labeling (FoPL) standards that differ across borders.
The Hamdard team remains optimistic about the future. Having attended nearly every edition of Indusfood to date, the representative noted that the show consistently provides fresh opportunities and new market leads.
Hamdard appears poised to leverage its legacy of purity to deepen its footprint in its existing 45-country network while aggressively pursuing new territories in the global food and beverage sector.
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Naresh Khanna – 10 February 2025
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