His voice resonated in the elegantly decorated training room. Round tables draped with red tablecloths, adorned with flower centerpieces and softly flickering candles, created a beautiful ambiance. Our training manager, Greald Harrold, was addressing thirty associates participating in the brand tanning program. He and his colleague Roseline, a middle-aged Filipino woman, were both impeccably dressed in black suits. Their engaging tone and body language made the initial part of the training particularly captivating.

Roseline stepped in to build on Greald’s narrative, sharing insights about emotional branding. “When customers form a connection with a brand, it transcends being just a product,” she emphasized. “It’s about trust, memories, and shared experiences.” She then explained about her grandfather’s favorite coffee which later become a family tradition.

As the session progressed, each participant was invited to speak on a brand they felt an emotional connection to. This prompted a flood of memories for me, revealing not just one, but several brands that hold significant meaning in my life.

My father was an employee of Canara bank. I grew up staying in bank quarters, playing with the children of other bank employees. We moved from one Indian city to another when he got transferred.

My mother grew found of ” Society” tea when we were living in Mumbai. She used to buy only this brand of tea. Living in Kuwait for several years, my hand automatically reaches out to this packet whenever I go to supermarket.

As I reflected on the brands that have shaped my life, one memory stood out vividly, tied to a unique and refreshing drink that became unforgettable Rooh hafza literally means refreshment for the soul. The cool refreshing syrup called Rooh Hafza touched my life during those days in Mumbai, memories of that refreshes my soul even today.

I have just joined my first job and a colleague at that time, a girl of my age showed special affection. One day when I was doing night shift, I was asked to come little early and meet her in the bus stop, outside Andheri railway station. She picked me up and after a thrilling ride on her two wheeler, we reached her flat, not far from the railway station. There I was introduced to her parents who welcomed me with genuine warmth. It was then that I realized it was her birthday. It was then I met Rooh Hafza, for the first time which came to me in the form of a welcome drink. As soon as I took a sip of the vibrant, rose-colored syrup, I was captivated by its distinct floral aroma and refreshing taste. After cake cutting, we sat down for dinner. The fact that I was the only guest at the birthday celebration made me feel special, but it also raised some questions in my mind.

Next time I had a Rooh Hafza was when I visited my friend Basheer’s house. He had just joined the five-star hotel where I was working, and we often traveled together for our shifts. Many people thought we were brothers due to our similar features and shared interests. One of our greatest passions was food, and Basheer had an incredible knack for uncovering the best culinary spots in Mumbai.

During Ramadan nights, the city transformed into a vibrant feast of flavors and aromas. Basheer introduced me to a myriad of unique dishes that made those nights unforgettable. One of my favorites was the sheek kebab from a daba located just outside Haji Ali Dargah. The skewered meat, marinated with aromatic spices and grilled to perfection, was bursting with flavor. We savored each bite while soaking in the lively atmosphere, looking at the Dargha in moonlight surrounded by Arabian sea, and the gentle cold breeze flowing from Arabian sea wrapping us around. Another highlight was the creamy Phirni we enjoyed in Mahim. Its rich, velvety texture and delicate sweetness were simply irresistible. Each night of Ramadan was an adventure, as we sought out new flavors and shared our experiences over these delicious meals.

Basheer once treated me at his house with Khichda, a hearty dish made from lentils, meat, and spices, slow-cooked to perfection. This dish which is rich in history and flavor, was served along with the Rough Hafza, which was the standard beverage at their house.

I experimented with Rooh Afza at home and discovered that it pairs wonderfully with milk, milkshakes, Lassi, and even as a drizzle for ice cream, Kulfi, and Phirni. However, my parents, who have always embraced an organic lifestyle in our village, until we moved to Mumbai, were against my newfound love for it. They believed that this synthetic-colored syrup is unhealthy. Internet was then an evolving technology accessible to common man only in Cybercafés. Nevertheless, I took the step of delving into the online world to know more about Rooh Hafza. What uncovered before me was a fascinating story which I am thrilled to share with you.

Fasten your seatbelt and get ready to land in the vibrant, chaotic streets near Chandni Chowk in Old Delhi, circa 1906. The air is alive with the sounds of bicycles, bullock carts, and hand-pulled rickshaws, mingling with the scents of fresh spices being cooked and sizzling street food. This is a busy street alive with traders, laborers, families and traditional healers going about their day The scorching heat of summer is visible on everyone’s face. Amid this lively chaos stands a modest yet welcoming clinic. Its wooden signboard, inscribed in elegant Urdu script, reads "Hamdard Dawakhana."

This is the realm of Hakim Hafiz Abdul Majeed, a practitioner of Unani medicine. Inside, the earthy fragrance of dried herbs mingles with the faintly sweet aroma of freshly prepared syrups. Here an iconic drink is born—a drink that will go on to quench the thirst of generations to come.

He selected herbs and syrups from traditional Unani medicine and created an herbal mix that would help counter heat strokes and prevent water lose in people.

In the initial period, Rooh Afza was available in the dispensary, and people used to go and buy it in utensils. Rooh Afza's logo was designed in 1910. After the death of Hakim Abdul Majeed, his sons Abdul Hameen and Mohammad Saeed took over the company.

The partition of India and the formation of Pakistan also plays a role in the journey of Rooh Afza. While Hakim Abdul Majeed's eldest son chose to stay in India, his younger brother Mohammad Saeed went to Pakistan. To start another Rooh Afza factory, he started its production by taking two rooms on rent in Karachi.Later Rooh hafza become a house hold name in Pakistan. Later on they started manufacturing unit in Bengladesh which was then East Pakistan.

This become a very popular drink and sales soured especially during the month of Ramadan. The ingredients in Rooh Afza, like rose, fruits, and herbs, are believed to have cooling and digestive properties, making it especially soothing after a long day of fasting. The drink is also rich in vitamins and antioxidants, contributing to overall health during the fasting period.

Looking back from my training room, what made Rooh Hafza a very popular drink in this region? Having been a strong presence in the market for more than a century, Lot of people carry Nostalgia, family association, childhood memories connected to this brand. Mothers would cox children to drink by adding a spoon of rooh hafza to that which makes it tasty and colorful.

I couldn’t help but think of another brand that has been a constant presence in my life: Jockey. The brand’s innerwear has always been there, a reliable companion, and there’s a fascinating love story behind my loyalty to it.

This story begins at onset of the previous century when a 19-year-old student of hotel management traveled to Chennai (then Madras) for his training at a prestigious five-star hotel. He was assigned to work in the banquets department, which, during wedding season, was always bustling with activity—from grand weddings to conferences and cocktail parties. Unfortunately for him, he arrived right at the peak of wedding season. As a result, his days stretched from dawn to midnight, with no respite. To make matters worse, he had to walk several kilometers back to his accommodation each night, as public transportation was unavailable at that hour.

By the third week of his training, he was entrusted with managing the conference room—a space that could seat up to 25 people. His supervisor and managers would occasionally pop in to ensure everything was running smoothly. It was during this time that a beautiful Kashmiri girl was assigned to assist him. She was also a student, and like him, was navigating the challenges of hotel management training. They quickly formed a connection.

She was lean, of average height, with a fair complexion that radiated an understated elegance. Her long hair was neatly gathered into a bundle at the back of her head, secured with a delicate hair net that complemented her professional demeanor. She had a beautiful, smiling face that seemed to light up the room, her expression carrying a mix of kindness and confidence. Her graceful manner and approachable charm made her a memorable presence, leaving an indelible impression on those fortunate enough to cross her path.

She lost her father early in her life and now lives with her businessman uncle in the city of Madras. Everyday her uncle’s driver will come and drop her to hotel and pick her up at night when her duty finishes. Her presence became a great comfort to him in the unfamiliar and often overwhelming environment of the hotel. She offered him not just help, but solace, and before long, their friendship blossomed into something more. Next few weeks passed of quickly. It’s now the time to leave. This was pre internet, pre cell phone era and being in touch with each other is a challenge, when living in cities 500 kilometers apart. Unfortunately, by dinner time the main restaurant of the hotel become busy and he was sent there. That restaurant was full packed with several of the tables occupied by VIPS. He got struck there and completely engrossed in that.

“Where are you, dear? She’s been waiting for you in the back area for a long time. Go and meet her. I’ll talk to the restaurant manager and let them know you’re needed elsewhere,” said Bala, his supervisor, stepping in with an understanding tone.

Grateful but anxious, he rushed back to the banquet’s back area. However, his colleagues there informed him that she had waited for quite some time but had to leave as her driver was waiting. Panic and regret surged through him as he ran to the security gate near the staff entrance, only to find the parking area empty. Desperate, he went to the main road, where he caught a glimpse of her speeding car disappearing into the darkness of the night.

Dissappointed, he returned to the security gate with a heavy heart. The security guard handed him a small packet, his name written on it in her elegant handwriting. With trembling hands, he opened the package to find a beautiful card with the three magical words he had longed to hear.

Alongside the card were white innerwear vests. On one of them, written with a permanent marker, were the words: “Always keep it close to your chest.”

In that moment, her parting gift became not just a token of affection but a cherished reminder of a love that would stay with him forever. In those pre-internet days, staying in touch was a challenge. Slowly, the rhythm of life moved them further away from each other.

Jockey brand of innerwear’s become his constant companion until then to this moment in training room attending the brand training. The moment arrived for him to speak about the brand that had shaped his life, the brand that he was emotionally connected to. His heart raced as he stood up, feeling an overwhelming rush of memories flood his mind. There were so many brands, so many stories, each one holding a piece of his life. But which one would he choose? His hands instinctively went to his chest, as if drawn by an invisible thread, to touch the familiar comfort of the innerwear he had worn for so many years.

He finally said “Jockey innerwear”, the room let out a collective laughter.

Years later, as he spoke about Jockey in the training room, the memories of those fleeting moments together surged like a flood. It wasn’t just about the innerwear—it was about the love that it symbolized. The regret of not meeting her one last time, the unsaid words, and the lost connection hit him all at once. He continued.

“I always keep it close to my chest.”

Nostalgia swept over him at that moment. His hands clenched the fabric of his shirt as tears, which he had long suppressed, began to roll up in his eyes. A few tears escaped, and he wiped them away quickly, but the crack in his voice betrayed him. Roseline, sensing his struggle, approached him quietly and placed a comforting hand on his back. The gesture, simple yet profound, felt like the embrace of a mother. It was as if she understood, without needing to say a word, the depth of the emotion he was experiencing.

The training room remained silent for some time.

From Nivea to Jockey: hear are the Brands that tell my story. I'd love to hear your story. Please let me know in the comments.