Radico Khaitan, a leading Indian liquor manufacturer, has triggered significant backlash over its newly launched premium whisky brand, ‘Trikal’. Religious groups claim the brand’s name and packaging offend Hindu sentiments. This incident has ignited a broader debate about the use of religious symbolism in commercial branding within India’s diverse cultural landscape.
The Controversy Unfolds
The term ‘Trikal’ holds deep roots in Hindu philosophy, referring to the three dimensions of time: past, present, and future. Many associate it with Lord Shiva’s omniscience. The whisky’s packaging features a teal label with minimalist artwork that shows a meditative face with closed eyes and a circular mark on the forehead, evoking spiritual iconography.
Religious leaders and Sanatan Dharma organizations have strongly objected. They argue that Radico Khaitan disrespected sacred concepts by associating them with an alcoholic beverage. Mahant Raju Das Maharaj of Ayodhya Dham publicly urged Radico Khaitan to change the branding, emphasizing that commercializing sacred symbols hurts devotees.
Public and Political Reactions
The controversy quickly expanded beyond religious circles. Political figures and the general public also voiced concerns, with some demanding boycotts of Radico Khaitan products until the company resolves the issue. Social media users drove hashtags related to the boycott to trend nationally.
Consumer advocacy groups have urged companies to exercise greater cultural awareness and sensitivity in their branding strategies—especially in India’s pluralistic society.
Radico Khaitan’s Position
As of now, Radico Khaitan has not released an official statement in response to the controversy. The company, known for premium spirits like Rampur Indian Single Malt and Jaisalmer Indian Craft Gin, has often highlighted its goal to blend Indian heritage with modern craftsmanship. With ‘Trikal,’ Radico Khaitan aimed to pay tribute to India’s rich cultural tapestry and connect with consumers seeking products that reflect indigenous traditions.
Broader Implications for Branding and Cultural Sensitivity
This incident highlights the fine line brands must walk when they incorporate cultural and religious elements. While cultural motifs can help create a distinctive identity, companies risk offending people if they don’t handle these elements respectfully.
Marketing experts recommend that businesses conduct thorough cultural consultations and sensitivity reviews during the branding process—particularly in regions with strong religious beliefs. The ‘Trikal’ controversy now serves as a cautionary example for brands navigating these challenges.
Summing Up
The backlash against Radico Khaitan’s ‘Trikal’ whisky underscores the complexities of branding in culturally rich and diverse societies. As the company addresses the fallout, it must balance public sentiment with brand integrity. The situation offers a timely reminder: cultural sensitivity is not just ethical—it’s essential for successful branding.
