Johar Joshanda the chicken soup for the Pakistani soul- is not just a hit with locals cutting across the strata of society but is equally popular among foreigners and after exporting the instant herbal tea to Pakistani expatriates around the world, the manufacturer, Qarshi Industries, is considering new markets like India.
"It is a blend of several herbs that was developed in-house. We export Johar Joshanda to places like the United Arab Emirates, Central Asian states and Afghanistan. Now, we have received inquiries from places like Philippines, Japan and India," said Salman Nazir, deputy manager for international exports at Qarshi Industries.
Translated, Johar Joshanda means "essence of boiled stuff". It has been derived from an ancient medicinal recipe of the Unani tradition and is listed as "best for the body" by Time magazine in its special edition on the "Best in Asia".
"The recipe for Johar Joshanda is centuries-old but we modernised the manufacturing process through our extensive research and development facilities," Nazir told PTI.
The chief ingredients of Johar Joshanda are liquorice, Malabar nut, hyssop, tea, peppermint, fennel and eucalyptus which have to be boiled for hours.
More From This Section
At Qarshi Industries the brew is reduced to a concentrate and freeze-dried like instant coffee before packing it in single-serve portions.
The packet of brown granules has to be dissolved in hot water and drunk up to three times a day and most users say it provides quick relief for sore throats, cough and blocked noses.
Besides Johar Joshanda, Time magazine listed Afghanistan's remote Wakhan corridor as "best for the soul" and Japan's Okinawa Churaumi Aquarium as "best for the mind" in its special edition.