What’s Behind the Controversy Over the ‘Trikal’ Liquor Brand?

Bhopal, May 26 (NationPress) In the midst of a rising uproar surrounding the liquor brand 'Trikal', Madhya Pradesh's Senior Animal Husbandry Minister Lakhan Patel expressed that this name has offended the sentiments of the Hindu community and has called for stringent measures against its owners.

According to Patel, the term 'Trikal' is deeply rooted in Sanatan Dharma and is associated with Lord Shiva. He emphasized that the use of such a name for a liquor brand could be seen as a deliberate attack on Sanatan Dharma, which is unacceptable.

“Even though this brand does not originate from Madhya Pradesh, Lord Shiva is a universal figure. The state government should take swift action against its proprietors wherever this brand is launched,” Patel stated in an interview with IANS.

This new whisky brand, introduced by the local liquor company Radico Khaitan, has stirred significant controversy for allegedly disrespecting religious sentiments with its name 'Trikal'. The whisky is priced between Rs 3,500 and Rs 4,500, and is being launched in major markets such as Uttar Pradesh, Haryana, and Maharashtra, with plans for a broader national and international rollout soon.

The Managing Director of Radico had described the launch as a landmark achievement in the company's journey towards premiumisation. However, various religious leaders, Sanatan Dharma organizations, and politicians have criticized the brand name 'Trikal' and are demanding its immediate withdrawal.

The whisky bottle features a teal label adorned with a line-drawn image of a face with closed eyes and a circle on the forehead, which has been perceived as resembling Lord Shiva's third eye.

Mahant Raju Das Maharaj from Ayodhya Dham stated, “I urge the owners of Radico Khaitan to understand, acknowledge, and respect Sanatan Dharma. India is a nation steeped in Sanatan culture, where every element reflects its vastness. Each individual possesses a profound faith and reverence for Sanatan.”

Vishwa Hindu Parishad (VHP) National Spokesperson Vinod Bansal remarked, “It is regrettable that not only in our country but globally, symbols of our Hindu deities and faith are often displayed disrespectfully—sometimes on slippers, shoes, bikinis, or clothing. This is utterly condemnable and shameful.”

BJP MP Praveen Khandelwal voiced serious concerns over companies exploiting religious names for personal gain. He stated, “I insist that these companies promptly rename such products. Any name tied to our culture and heritage deserves dignity, and its misuse is profoundly embarrassing for us all.”

Mahamandleshwar Swami Shaileshanand Giri Maharaj also criticized the company for using a contentious name for publicity. He insisted on the need for immediate action against the use of sensitive religious terms for marketing, stating, “Today it’s 'Trikal'; tomorrow it could be 'Tridev'. They need to establish moral standards and ethics.”