Radico Khaitan, a prominent Indian liquor manufacturer, has announced the withdrawal of its newly launched whisky brand, "Trikal," following a wave of controversy surrounding its name and imagery. The decision, revealed on Wednesday, May 28, 2025, comes shortly after the brand's launch and the subsequent eruption of public outcry, with religious groups, political figures, and social media users claiming that the brand hurt religious sentiments.
The controversy stemmed from the name "Trikal" itself, a Sanskrit term signifying "three times," referring to the past, present, and future, which is closely associated with Lord Shiva, who is often referred to as Trikaldarshi in Hindu scriptures. Additionally, the bottle's teal-colored label featured a minimalist sketch of a face with closed eyes and a circular mark on the forehead, which critics said resembled Lord Shiva's third eye, further fueling the perception that the brand was appropriating sacred Hindu symbolism.
Prominent voices within the Hindu religious community were quick to condemn the branding. Mahant Raju Das Maharaj of Ayodhya Dham called upon Radico Khaitan to reconsider its branding, emphasizing that India is a land deeply rooted in Sanatan Dharma and that commercializing sacred concepts is disrespectful. Similarly, the Vishwa Hindu Parishad (VHP) criticized the company for misusing Hindu imagery for commercial gain. Swami Shaileshanand Giri Maharaj of Ujjain went so far as to warn the company against testing the patience of the Hindu community. Political figures, including BJP MP Praveen Khandelwal, also joined the chorus of disapproval, demanding the immediate withdrawal or renaming of the product.
Radico Khaitan responded to the mounting pressure with an official statement, expressing respect for the voices of Indian citizens and announcing the decision to discontinue the brand following an internal review. The company emphasized its commitment to upholding Indian values and honoring the sentiments of its people. While explaining the intended meaning behind the name "Trikal" as a tribute to India's timeless spirit and cultural heritage, Radico Khaitan acknowledged the concerns raised and framed the withdrawal as a gesture of respect, reflection, and unwavering commitment to the nation.
The swiftness of Radico Khaitan's decision underscores the sensitivity surrounding religious sentiments in India and the potential for significant backlash when brands are perceived as culturally insensitive. Branding experts have cautioned that while the controversy may have initially increased public awareness of the product, the long-term damage to the brand's reputation could outweigh any short-term attention gained. This incident serves as a reminder for companies to exercise greater cultural awareness and sensitivity in their marketing strategies, particularly in a religiously diverse country like India.
The withdrawal of "Trikal" is expected to have repercussions for Radico Khaitan's stock performance, with reports suggesting that the stock may face downward pressure as investors react to the product withdrawal and the negative sentiment surrounding the brand. Furthermore, the Uttarakhand Excise Department clarified that "Trikal" had not been approved for manufacture, registration, or sale in the state, further complicating the situation for Radico Khaitan.
Radico Khaitan, known for its popular brands like 8PM, Magic Moments, and Rampur Indian Single Malt, had positioned "Trikal" as part of its premiumization strategy, targeting the growing market for Indian single malt whisky. The brand had been launched in key markets such as Uttar Pradesh, Maharashtra, and Haryana, with plans for a wider pan-India and global launch. However, the controversy and subsequent withdrawal have disrupted these plans, forcing the company to re-evaluate its branding approach and consider alternative strategies for its premium whisky offerings.
