Radico Khaitan, a leading Indian alcoholic beverage company, has dropped the brand name ‘Trikal’ for its new single malt whisky after facing public backlash and regulatory hurdles. The company acted after receiving criticism over the name's religious connotations and label imagery. Despite the controversy, Radico Khaitan’s stock climbed 1.43% on the Bombay Stock Exchange (BSE), showing that investors continue to support the brand’s long-term strategy.
In early May, Radico Khaitan launched two new premium products:
The company described Trikal as a Sanskrit term meaning “three times”—the past, present, and future. It positioned the brand as a tribute to India’s heritage and the timeless spirit of its craftsmanship.
However, challenges soon followed. Reports suggested that officials in Uttarakhand denied permission to sell the product, allegedly due to concerns over the name and label design. At the same time, social media users raised concerns that the bottle’s imagery resembled religious iconography, sparking criticism and calls for withdrawal.
Radico Khaitan chose to withdraw the ‘Trikal’ brand after conducting an internal review and listening to public feedback. In a regulatory filing, the company stated:
“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.”
The company emphasized that the move goes beyond business strategy:
“It is a gesture of respect, reflection and our unwavering commitment to honour the sentiments of our people and our country.”
Radico Khaitan originally intended ‘Trikal’ to represent philosophical depth and cultural pride. But after recognizing public discomfort, the company opted to take the high road, demonstrating cultural sensitivity and corporate accountability.
Market Response: Investors Stay Confident
Despite the product withdrawal, Radico Khaitan’s shares rose 1.43% on Thursday afternoon, trading at ₹2,490.65 apiece on the BSE. Investors seemed to reward the company for its quick and respectful handling of the issue.
Radico Khaitan already holds a strong position in the premium and mass-market categories with flagship products like:
By acting swiftly and transparently, Radico preserved its reputation and reinforced investor trust.
What’s Next for Radico Khaitan?
While the company dropped the ‘Trikal’ name, it remains committed to expanding in the premium spirits space. Radico will continue with its rollout of Morpheus Super Premium Whisky and could reintroduce the single malt under a different, more culturally neutral name.
As India’s premium AlcoBev market grows, Radico Khaitan plans to build on its momentum with innovative yet culturally conscious product strategies. Industry experts believe the company will likely return with a rebranded single malt that captures the same values without offending cultural or religious sentiments.
Radico Khaitan’s decision to drop the ‘Trikal’ brand shows how seriously the company takes cultural sensitivity and consumer feedback. Although the name came from Sanskrit and aimed to honour India’s past, present, and future, some interpreted the branding as inappropriate due to its religious associations.
Instead of defending the name, Radico Khaitan chose to act responsibly and respectfully, setting a powerful example for India’s AlcoBev industry. As it continues to innovate and expand its premium offerings, the company’s thoughtful approach to branding will likely strengthen its leadership position and appeal to a broader, more discerning audience.
