Radico Khaitan withdraws 'Trikal' brand name for new single malt whisky

Radico Khaitan Ltd, one of India's leading liquor manufacturers, on Wednesday said it has decided to withdraw the brand name 'Trikal' for its upcoming Indian single malt whisky as the company faced criticism over its nomenclature and associated imagery.

In a regulatory filing, the company said the decision was taken after an internal review, in response to concerns expressed by various quarters.

"The name ‘Trikāl’ comes from Sanskrit and means ‘three times’, referring to past, present, and future. It reflects our deep-rooted belief in honouring India’s rich heritage while embracing progress and innovation," the company said, adding that it intended the name as a tribute to Indian craftsmanship and culture.

However, Radico Khaitan clarified that it has decided to withdraw the brand as a gesture of respect and reflection. "We are, first and foremost, a proud Indian company... We hold the sentiments of every Indian close to our hearts and respect every voice that speaks for our shared identity," the company said.

Earlier this month, the firm announced the launch of two new products – Trikal Indian Single Malt and Morpheus Super Premium Whisky – as part of its strategy to expand in the premium liquor segment.

However, according to media reports, the company reportedly faced challenges in Uttarakhand, where it was believed to have been denied permission to sell the product. Some criticism had also surfaced on social media regarding the alleged resemblance of the product’s label imagery to religious iconography.

Radico Khaitan is known for its award-winning single malt 'Rampur' and Jaisalmer Indian Craft Gin. It also owns mass-market IMFL brands such as 8 PM Whisky and Magic Moments Vodka.

Shares of the company were trading 1.43% higher at ₹2,490.65 apiece on the BSE Thursday afternoon.