Radico Khaitan, one of India’s leading liquor manufacturers, has withdrawn its recently launched single malt whisky brand ‘Trikal’ after the name and imagery sparked outrage over perceived religious insensitivity. The move, confirmed in a stock exchange filing on Wednesday, marks a rare and costly course correction for the company’s premiumisation strategy.
The controversy emerged shortly after ‘Trikal’ debuted in select markets, including Uttar Pradesh, Maharashtra, and Haryana, where it was positioned as a high-end single malt priced between Rs 3,500 and Rs 4,500. The name, derived from Sanskrit and commonly associated with Hindu philosophical concepts of time, past, present, and future, drew strong criticism from religious groups and public figures, who argued that the brand’s visual presentation alluded too closely to spiritual symbolism.
At the centre of the backlash was the product’s label, which featured a stylised face with a prominent mark on the forehead. Critics said the imagery bore a resemblance to religious iconography, particularly to depictions of Lord Shiva’s third eye, a parallel many considered offensive in the context of an alcoholic beverage.
Responding to the uproar, Radico issued a statement saying it had undertaken an internal review and opted to pull the brand in deference to public sentiment. “We respect the concerns that have been raised,” the company noted, describing the move as both a responsible decision and a gesture of cultural sensitivity. It added that ‘Trikal’ was never intended to offend, but rather to celebrate India’s heritage through fine craftsmanship.
The incident also triggered regulatory scrutiny. Uttarakhand Excise Commissioner Harichandra Semwal clarified that the brand had not received any clearance for sale, manufacture, or distribution in the state, contradicting claims circulating on social media. He warned of possible legal action against any misinformation.
Shares of Radico Khaitan reacted to the controversy, falling 0.51% on May 26 to close at Rs 2,440, erasing earlier gains. Market analysts said the episode could create short-term pressure on investor sentiment, particularly as the company continues its push into the premium liquor segment—an area that has shown strong growth but is also more vulnerable to reputational risks.
Radico Khaitan, known for popular labels like 8PM whisky and Magic Moments vodka, has been actively expanding its presence in the premium spirits category, with notable success from its Rampur Indian Single Malt. However, the ‘Trikal’ episode underscores the delicate balance required when blending cultural storytelling with brand positioning in a diverse and religiously sensitive market like India.