Radico Khaitan debuts saffron-infused vodka
Indian spirits producer Radico Khaitan has launched The Spirit of Kashmyr vodka with the aim of turning it into a “leading global brand”.
The company called The Spirits of Kashmyr ‘India’s first homegrown luxury vodka brand’ and a ‘category-defining launch’.
The vodka debuted with two expressions: Indian Natural Vodka and Indian Saffron Vodka, priced at INR 3,000 (US$35) and 2,500 (US$29) respectively.
The range has been rolled out first in Uttar Pradesh, with Goa and Maharashtra to follow along with other key markets across the country.
The launch marks Radico Khaitan’s first move into high-end vodka. The company produces Magic Moments vodka, which sold 7.1 million nine-litre cases last year, according to The Brand Champions 2025 report.
Of the launch and the company’s premium journey, Abhishek Khaitan, Radico Khaitan’s managing director, said: “As India’s largest vodka makers, we bring deep category expertise and an unparalleled understanding of the craft. Coupled with our nuanced appreciation of luxury, we are well positioned to build brands that are elevated, authentic, and globally benchmarked.
“This launch reflects our confidence and commitment to creating world-class brands that celebrate India’s rich heritage while resonating deeply with the evolving tastes of modern consumers. This vodka is created with an aspiration to transform into a leading global brand.
“It is a step forward that aligns perfectly with our long-term vision to redefine the Indian alcobev landscape through innovation, excellence, and distinction.”
The vodka is made with glacier-fed Himalayan spring water and grains, and is infused with Pampore saffron from Kashmir.
The name of the product is inspired by the soul of Kashmir.
The bottle’s design intends to capture Kashmir’s changing skies and also features the Himalayan valley’s snow-capped peaks and saffron flowers. It is topped with a crystal-clear cork, which mirrors Kashmir’s mountain springs.
A new benchmark for luxury vodka
Radico Khaitan added that the launch of the vodka recognises ‘a clear gap in the industry’.
It is also available in 180ml pack size at INR 740 (US$8.50) for the natural variant and INR 620 (US$7.15) for the saffron flavour.
Amar Sinha, chief operating officer at Radico Khaitan, said: “The Spirit of Kashmyr is a proud tribute to the soul of Bharat, a land where civilisation was born, where knowledge and beauty have thrived for over 5,000 years.
“Crafted from the rare saffron of Pampore and the pristine spring waters of the Himalayas, this vodka carries the essence of Kashmir, our crown, our pride, our heritage.
“With over 60% market share in the vodka segment, we are proud to lead from the front. With this foray into luxury vodka, we are not just expanding our portfolio, we are poised to set new benchmarks in the category.”
Radico Khaitan has set the premium segment and premium offerings as the focus of its strategy.
The company’s other premium spirits include Indian single malt whiskies Rampur and the Jugalbandi, plus a luxury Indian dark rum named The Kohinoor Reserve and a craft gin called Jaisalmer.
President – international business at Radico Khaitan, Sanjeev Banga, believes Indian single malts may be able to compete with Scotch in the future.
“There’s still a long way to go, but the world is recognising and accepting that India is producing world-class spirits,” he told The Spirits Business when asked if Indian single malts and luxury spirits are the next big thing.
India has been pinned as a key volume growth market for total beverage alcohol from 2022 to 2027, according to IWSR.
Earlier in the summer, Radico Khaitan launched Trikal, however, the company had to withdraw the single malt whisky over sensitivity concerns over the brand’s name and packaging.
Spirit of Kashmyr will be backed by a nationwide campaign in India with ‘evocative’ visuals and immersive experiences, including on-ground activations.
You can watch the first campaign advert for the brand below.
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