Radico Khaitan to launch Tequila with Bollywood star
Indian firm Radico Khaitan has partnered with Bollywood actor and producer Shah Rukh Khan to launch a new premium spirits brand called D’Yavol Spirits.
Radico has made an initial investment of Rs 400 million (US$4.5m) into the D’Yavol Spirits brand, which will aim to craft the ‘world’s finest spirits’ and bring them to consumers across India and global markets.
The brand’s first launch will be a luxury añejo Tequila, which seeks to address a ‘fast-growing industry’ and will be released in the coming months.
The spirits will be sourced internationally and bottled at origin, while incorporating ‘rich regional provenance’.
The partnership includes entrepreneur Nikhil Kamath, who is noted for his expertise in building scalable, premium-first consumer ventures.
Abhishek Khaitan, managing director of Radico Khaitan, said: “Radico Khaitan has always believed in leading the alco-bev space with consumer centric innovation.
“With D’yavol Spirits, we are entering a bold new chapter, combining our proven expertise in blending, marketing and distribution with the charm and charisma of the global icon Shah Rukh Khan, entrepreneurial spirit of Aryan Khan, and Nikhil Kamath’s disruptive and visionary outlook.
“This is a long-term investment into a vision that complements Radico Khaitan’s ongoing growth trajectory while opening new doors in the world of luxury spirits.”
Shah Rukh Khan said: “Every great idea needs the right energy behind it. With Abhishek’s experience, Nikhil’s passion, and our creative instinct at D’Yavol Spirits, we are building something bold, relevant, and future-facing.”
The venture is part Radico Khaitan’s 47.5% equity stake in Khan’s son Aryan Khan’s D’Yavol Luxury Collective, which offers curated spirits, luxury streetwear, and exclusive lifestyle experiences to consumers.
The collective was founded in 2018 and boasts three existing spirits brands: two blended malt Scotch whiskies and a single estate vodka from Poland.
It has generated a reported revenue of €1.2m (US$1.4m) in the past two years.
On the new venture, Aryan Khan said: “With D’Yavol Spirits, our ambition is to shape a brand that doesn’t just sit on a shelf but lives in culture. This partnership unlocks fresh opportunities to lead with creativity, quality, and authenticity.”
Bunty Singh, co-founder of D’Yavol, added: “We’ve built D’Yavol brick by brick, with a clear focus on intent and identity. This new chapter with Radico Khaitan and Nikhil is about scaling with agility, precision, and a long-term mindset while staying true to the unique DNA of our brand.”
D’Yavol Spirits will be backed by Radico Khaitan’s global distribution and marketing reach.
Radico Khaitan is known for producing the Rampur Indian whiskies, Indian craft gin Jaisalmer and vodka brand Magic Moments, as well as premium Indian vodka The Spirit of Kashmyr.
The company reported a ‘record’ first-quarter for 2025, with net sales from operations during the three months ending 30 June 2025 growing by 32.5%.
IWSR data cites as India as a key volume growth market for total beverage alcohol from 2022 to 2027.
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