Indian spirits giant Radico Khaitan has announced the withdrawal of its recently launched single malt whisky, TRIKĀL, following concerns raised over the brand’s name. The decision, described by the company as a reflection of its values and responsibility to Indian sentiments, came just one week after the product’s debut.
The Criticism of The ‘TRIKĀL’ Name, & Radico Khaitan’s Response
The name ‘TRIKĀL’, derived from Sanskrit, means “three times” – past, present, and future – and was intended to evoke the timelessness of Indian tradition and craftsmanship. In its official statement, Radico Khaitan explained that the name was chosen to symbolise a connection to India’s cultural and philosophical heritage:
“‘TRIKĀL’ 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.”
Despite these intentions, the brand faced criticism from some quarters over the use of a term considered sacred in Hinduism. Additionally, the company has faced backlash over the whisky’s packaging, which showcases resemblances to religious icons.
“An Unwavering Commitment”
Rather than contest the objections, Radico Khaitan opted to respond with what it described as “a gesture of respect, reflection, and our unwavering commitment to honour the sentiments of our people and our country.”
“We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organization, post internal review we have decided to withdraw the brand,” the company stated.
Radico Khaitan, one of the largest players in the Indian-made foreign liquor (IMFL) market, has been a key figure in shaping the premium Indian whisky segment. While the company has not confirmed whether the whisky itself will be relaunched under a different name, it emphasised that its guiding principle remains rooted in respect for cultural values and the voices of its customers.
The move underscores the increasingly complex landscape for brand naming in India’s evolving spirits sector, where tradition, modernity, and identity often intersect. By choosing to listen and step back, Radico Khaitan has positioned itself not just as a market leader, but as a company willing to put principle ahead of product.
Read the full article at Radico Khaitan Withdraws TRIKĀL Whisky Amid Cultural Sensitivity Concerns
