New Delhi, Oct 11 (PTI) FMCG firm Hamdard Laboratories, which makes the RoohAfza drink, has entered into a strategic partnership with coffee chain Barista to attract the millennial generation.

Around 100 Barista stores would serve cold beverages RoohAfza Shakerato and Masala RoohAfza, it said in a statement.

Hamdard Chief Sales and Marketing Officer Mansoor Ali said: “This endeavor is a part of the transformational phase that Hamdard is currently in. One of the key focus areas is to establish a connect for RoohAfza with the millennial of today, and be available to them in the formats and environment they hang out in.”

Barista CEO Puneet Gulati said: “Our endeavor is to line up more exciting offerings in times to come. Our association with Hamdard is a testimony to the fact that we keep having newer reasons for guests to visit our stores.”

This is published unedited from the PTI feed.