Radico Khaitan has announced the immediate withdrawal of its new product ‘Trikal’ whisky following widespread protests over religious sentiments.
The liquor company faced strong backlash over the brand’s name and bottle imagery.
Religious groups and political leaders claimed the name and design were offensive to Hindu beliefs. The decision was confirmed on Wednesday in an official statement shared with IANS.
Radico Khaitan said it respects the sentiments of Indian citizens.
The company called the move a responsible step taken after an internal review.
“Trikal was never just a name – it was meant as a tribute to India’s timeless spirit,” the company said.
‘Trikal’, a Sanskrit word meaning past, present, and future, drew criticism due to the label’s design. It featured a teal bottle with a face drawing and a circular mark on the forehead.
Critics said the image resembled Lord Shiva’s third eye, making it objectionable for many.
Sanatan Dharma groups and political figures demanded action.
The company had launched the single malt in premium markets like Maharashtra, Uttar Pradesh, and Haryana. It was priced between ₹3,500 and ₹4,500.
Earlier in the day, Uttarakhand Excise Commissioner Harichandra Semwal denied the whisky had been registered or sold in the state. He dismissed viral claims of availability in Uttarakhand as ‘misleading and baseless’.
Harichandra Semwal also warned of legal action against those spreading false claims.
Radico Khaitan’s move comes amid fears that investor sentiment may suffer.
Analysts expect the company’s stock to remain under pressure when markets open on Thursday.
Radico Khaitan is known for brands such as 8 PM, Magic Moments, and Rampur Indian Single Malt.
‘Trikal whisky’ was part of its premiumisation strategy, aimed at expanding into the high-end liquor segment.
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