CHITRAL: The juice of apricot, locally known as Chamborogh, has become the most favourite beverage in Chitral during the recent years as it is evident from the mushrooming number of its shops in Chitral city, Drosh, Booni, Garam Chashma and other areas.

Chitral is known as one of the biggest apricot-producing areas of Northern Pakistan where it has been planted in about 100 per cent households since long.

In the old times, it was a source of food security as its dried fruits (Chambor) were consumed as a staple food for many months of the year.

The traditional beverage is made from dried apricot by soaking it overnight in water and then stirring rigorously to separate its juice and then mixing powdered kernels of apricot and almonds in it.

Hakim Mujeebullah, a senior physician practicing medicine in Shahi Bazaar, said that until recently that local beverage was consumed only at household level in spring but now it had become a summer drink after commercialisation.

He said that most of the dry fruit and soup sellers switched over to Chamborogh shop with the advent of summer.

“They do a roaring business as it is known for its power of thirst quenching and keeping the stomach smooth and clean,” he added.

Mujeebullah said that people now loved to offer Chamborogh to their revered guests in summer season instead of carbonated beverages and tea.

“It is a good development indeed if seen from health’s point of view. To improve its taste and look, milk is used instead of water while processing it in the juicer blender,” he added.

Bashir Hussain Azad, a trader, said that commercialisation of Chamborogh provided self-employment opportunities to hundreds of youth in the length and breadth of Chitral.

They earn handsome amount on daily basis by selling it.

Relishing a long sip of the drink in one of the shops in Atalique Bazaar, he said that to start the business, one needed Rs10,000 to Rs15,000 initially. “One goes home with a ‘heavy pocket’ right from the first day while a small space is required for it outside a shop,” he added.

He said that owing to its increasing popularity, some people of Chitral set up the shop of Chamborogh in Peshawar and Islamabad where the beverage was gaining popularity.

“A high degree of hygienic condition needs to be maintained in the stages of brewing and presenting it failing which it causes complicated dehydration issue and one should meticulously examine the environment in the bazaar before placing order for it,” he said.

Published in Dawn, July 1st, 2024