India’s leading spirits company halts launch of ‘Trikal’ whisky, citing deep reverence for India’s heritage and a commitment to national sentiment.
Radico Khaitan, one of India’s foremost Indian Made Foreign Liquor (IMFL) companies, has announced the withdrawal of its ‘Trikal’ whisky brand, underlining a profound respect for India’s heritage and cultural identity.
“The name ‘Trikal’ comes from Sanskrit and means ‘three times’—the past, present, and future,” the company stated. “It reflects our deep-rooted belief in honoring India’s rich heritage while embracing progress and innovation. ‘Trikal’ is not just a name; it is a tribute to the timeless spirit of India, to the hands of our artisans, and to the soul of our culture.”
The company emphasized that the decision to withdraw the brand follows an internal review prompted by concerns raised about the name’s appropriateness. “We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organization, we have decided to withdraw the brand,” the statement continued.
“This is not just a business decision, it is a gesture of respect, reflection, and our unwavering commitment to honour the sentiments of our people and our country,” Radico Khaitan affirmed.
The move underscores Radico Khaitan’s identity as a proud Indian company—born of the land, built by its people, and dedicated to upholding Indian values in every endeavor.