Radico Khaitan drops whisky after backlash
Indian spirits producer Radico Khaitan has withdrawn its new single malt whisky, Trikal, following sensitivity concerns over the brand’s name and packaging.
Trikal, an Indian single malt, launched this week alongside Morpheus, another ‘super-premium’ whisky from Radico Khaitan. Trikal’s price range was said to be in the ₹3,500 (US$41) and ₹4,500 (US$52) bracket.
Trikal was launched in India, in Uttar Pradesh, Haryana, and Maharashtra, with plans to bring it to global markets in the future.
The whisky’s name and packaging came under public scrutiny, however, due to its clash with Hindi symbolism.
Following an internal review, Radico Khaitan immediately withdrew the whisky from the market yesterday (28 May).
In a clarification statement, the company said: “The name ‘Trikal’ comes from Sanskrit and means ‘three times’ referring to the past, present and future. It reflects our deep-rooted belief in honouring India’s rich heritage while embracing progress and innovation.
“Trikal is not just a name; it is a tribute to the timeless spirit of India, to the hands of our artisans, and to the soul of our culture. It is our humble effort to showcase Indian craftsmanship to the world and make our nation proud.”
Gesture of respect
In the statement, Radico Khaitan made clear that as one of the largest IMFL [Indian-made foreign liquor] companies “we carry that responsibility with great pride and humility. We are, first and foremost, a proud Indian company, we are born of this land, built by its people and dedicated to upholding its values. We hold the sentiments of every Indian close to our hearts and respect every vice that speaks for our shared identity.
“We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organisation, post-internal review we have decided to withdraw the brand.
“This is not just a business decision, it is a gesture of respect, reflection, and our unwavering commitment to honour the sentiments of our people and our country.”
Radico Khaitan also makes Indian single malt Rampur and the Jugalbandi premium whisky range at its Rampur Distillery, as well as The Kohinoor Reserve Indian Dark Rum.
The company also makes brandy, vodka, and gin.
In its financial results for the full-year 2025 (FY2025), ended 31 March 2025, the company’s ‘Prestige & Above’ brands moved 13 million cases, an increase of 15.5% on the previous year. Net sales were also up by 21.1%.
Speaking to The Spirits Business last year about Indian-made spirits and the company’s premium strategy, Sanjeev Banga, president – international business at Radico Khaitan, suggested that in the future, Indian single malts may be able to compete well with Scotch.
The company is also part of the founding committee behind new trade body the Indian Malt Whisky Association (IMWA), which looks to establish unified standards for Indian single malt whisky.
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