Radico Khaitan withdraws ‘Trikal’ whisky brand amid religious backlash, public outcry 

INDIA – Radico Khaitan, one of India’s prominent liquor manufacturers, has announced the withdrawal of its newly launched whisky brand ‘Trikal’ following backlash from religious organisations, social media users, and political leaders.  

The brand drew criticism over concerns that its name and imagery offended religious sentiments. 

In a public statement, the company stated, “We are, first and foremost, a proud Indian company — 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 voice that speaks for our shared identity.  

We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organisation, after internal review, we have decided to withdraw the brand.” 

According to Radico Khaitan, the name ‘Trikal’ was derived from Sanskrit, meaning “three times” — the past, present, and future — meant as a tribute to India’s rich cultural legacy and craftsmanship.  

The brand’s packaging featured a teal label with a line-drawn face, eyes closed, and a circular mark on the forehead, which many interpreted as resembling the third eye of Lord Shiva. 

The controversy led to growing public pressure and prompted responses from government officials. Uttarakhand’s Excise Commissioner, Harichandra Semwal, clarified that no permission had been granted for the brand’s production, registration, or sale in the state. 

Radico Khaitan emphasised that the decision to withdraw the product was not solely commercial. “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,” the statement noted. 

The single malt whisky was priced between Rs 3,500 and Rs 4,500 and had only recently hit the market. 

The controversy comes at a time when the company has been seeing strong performance in its premium portfolio.  

In the fourth quarter ending March 2025, Radico Khaitan reported a 71% year-on-year increase in consolidated net profit to Rs 92.07 crore (US$11 million), backed by strong demand and volume growth.  

Revenue from operations rose by 15.16% to Rs 4,485.42 crore (US$528.9 million) from Rs 3,894.63 crore (US$459.2 million) in the same quarter the previous year. 

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