With Alphonso Mango and Thandaai flavours, Radico Khaitan’s latest launch infuses vodka with the essence of Indian heritage, starting with a rollout across Rajasthan, Uttarakhand, Assam, MP, and Goa.
New Delhi, 23rd June 2025: In a bold celebration of Indian heritage, Radico Khaitan Ltd., one of the country’s largest IMFL players, has officially launched Magic Moments Flavours of India—a dynamic new range of flavoured vodkas that pays tribute to the rich cultural and culinary diversity of India. The new variants—Alphonso Mango and Thandaai—aim to blend the country’s soul with global spirit trends.
The rollout of Magic Moments Flavours of India begins in Rajasthan and Uttarakhand, followed by phased expansion into Assam, Madhya Pradesh, and Goa, with plans for a wider national footprint in the coming months.
Described as an extension of the brand’s core philosophy, the launch is not merely a portfolio enhancement but a visionary step by Radico Khaitan to integrate India’s taste traditions into a contemporary vodka format. With “Soul of India” at its core, this product seeks to champion local flavours and elevate them to global relevance.
Having crossed a remarkable milestone of 7 million cases in FY2025, Magic Moments continues to dominate as India’s No. 1 vodka brand and ranks 6th globally. The brand’s consistent market leadership stems from a culture of aggressive innovation, reflected in the success of its Remix Flavours portfolio, which has grown at 25% CAGR over the last five years. Its Verve premium range has shown 95% CAGR, reflecting strong consumer preference for premium, flavourful spirits.
Abhishek Khaitan, Managing Director, Radico Khaitan Ltd., commented on the launch:
“India’s alcobev space is evolving rapidly, and we are proud to lead with homegrown excellence. Consumers today seek premium quality and unique experiences. With ‘Magic Moments Flavours of India,’ we’re not just launching a new vodka—we’re offering a reimagined experience of India itself. Crossing the 7 million case milestone reinforces the trust consumers place in us, and this new range is a toast to that spirit.”
Echoing this sentiment, Amar Sinha, Chief Operating Officer, added:
“With Alphonso Mango and Thandaai, we have gone beyond conventional innovation. We’ve distilled the Indian identity into every drop. Launching in culturally rich states like Rajasthan, Uttarakhand, Assam, MP, and Goa is just the beginning of a much larger journey. We are committed to bringing these Indian-inspired blends to every corner of the country.”
The Magic Moments Flavours of India variants are crafted through a 5-stage filtration process, ensuring exceptional smoothness and purity. Each flavour tells a unique story, blending nostalgia with bold character.
🌟 Flavour Profiles:
- Alphonso Mango:
A sun-kissed tribute to India’s most cherished summer fruit, this variant offers a silky fusion of ripe Alphonso mangoes and vodka. Perfect for tropical cocktails or served chilled, it delivers a luxurious, juicy experience in every sip. - Thandaai:
Rooted in India’s vibrant festive traditions, this vodka flavour combines milk, saffron, rose petals, almonds, pistachios, mint, and black pepper. The result is a richly spiced, indulgent blend that captures the soul of Indian celebration.
With this launch, Radico Khaitan reaffirms its commitment to pushing the boundaries of taste and storytelling—bottling not just a drink, but an experience that reflects India’s heart and heritage.