Radico Khaitan withdraws whisky after backlash from religious groups
Indian whisky giant Radico Khaitan has withdrawn its recently-launched single malt whisky Trikal following criticism that its branding “hurts” the sentiments of religious groups.
Radico Khaitan announced the withdrawal of its Trikal Indian whisky brand yesterday (28 May) in a BSE filing shared with db.
The Indian whisky maker, best known for its Rampur, Jaisalmer and 8 PM brands, said in a statement: “We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organisation, post internal review we have decided to withdraw the brand.”
Critics have argued that the branding and name of the whisky hurt religious sentiments. Trikal translates to “three times” in Sanskrit, referring to the past, present and future. It is a concept in Hinduism closely linked to the Lord Shiva.
Religious groups and political figures spoke out publicly against the brand, calling for a name change.
Praveen Khandelwal, an MP for India’s BJP political party, said companies adopting religious names for brand promotion was a “matter of serious concern”. The MP demanded that companies doing this “immediately change such names” and explained that “any name connected to our culture and heritage deserves respect, ad using it in a disrespectful manner is deeply embarrassing for all of us”.
Partner Content
Radico Khaitan explained the intention behind the brand in its BSE filing yesterday, saying the name Trikal, referring to the past, present and future, “reflects out deep-rooted believe in honouring India’s rich heritage while embracing progress and innovation”.
According to local reports, the Uttarakhand government denied granting permission for the production, sale, or registration of the new whisky brand due to the public outcry.
Uttarakhand Excise Commissioner Harichandra Semwal said the state has not approved ‘Trikal’ whisky in any capacity.
He said: “Such branding hurts the religious, cultural, and social sentiments of our people.”
Radico Khaitan said in its statement announcing the withdrawal of the brand that it was “not just a business decision” but also a “gesture of respect, reflection, and our unwavering commitment to honour the sentiments of our people and our country”.
Related news
Japanese giant eyes US$150m Arkay stake
China curbs luxury liquor spending
Could this become the world’s first 100-year-old grain whisky?
