Why Are Religious Leaders Opposing Radico Khaitan’s ‘Trikal’ Liquor?
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Synopsis
Religious leaders and organizations have voiced their strong disapproval of Radico Khaitan's liquor branding, ‘Trikal’, which they claim disrespects Hindu sentiments. This uproar emphasizes the ongoing cultural sensitivity surrounding product naming in India, reflecting a clash between commercial interests and religious beliefs.
Key Takeaways
- Religious Sentiments: The name 'Trikal' is viewed as disrespectful by some religious groups.
- Public Outcry: Leaders are vocally opposing the product to protect cultural integrity.
- Brand Responsibility: Companies must consider the implications of their branding choices.
- Price Point: The liquor is priced between Rs 3,500 and Rs 4,500.
- Ongoing Debate: The clash between commercial interests and religious beliefs continues in India.
New Delhi, May 26 (NationPress) Religious leaders, Sanatan Dharma groups, and politicians expressed outrage on Monday against a liquor manufacturer for branding a product as ‘Trikal’. They urged for the product’s withdrawal, stating its name disrespects religious feelings as it alludes to the Hindu deity Shiva.
The firm, Radico Khaitan, has marketed its Indian Made Foreign Liquor (IMFL) under the name ‘Trikal’ on its single malt whisky, which is priced between Rs 3,500 and Rs 4,500. The whisky bottle features a teal label adorned with a line-drawn face with closed eyes and a circle on the forehead, which has been perceived as similar to Lord Shiva’s third eye.
Mahant Raju Das Maharaj from Ayodhya Dham demanded a name change, stating, “I urge the owners of Radico Khaitan to acknowledge, respect, and understand Sanatan Dharma. India is a nation deeply rooted in Sanatan culture, where each element reflects its vastness. Each person holds profound faith and reverence for Sanatan...”
Vishwa Hindu Parishad (VHP) National Spokesperson Vinod Bansal condemned the situation, saying, “It is unfortunate that in our nation and globally, images of Hindu deities and symbols of our faith are displayed in a disrespectful manner, often on inappropriate items like slippers and clothing. This is utterly disgraceful.”
Bansal highlighted that manufacturers and advertisers in India should practice restraint. “While I can comprehend the mindset of individuals outside India, if such a brand is launched within India and its name is tied to our spiritual traditions, the creators, promoters, and marketers need to act with caution.”
BJP MP Praveen Khandelwal voiced serious concerns regarding companies utilizing religious names for profit. He stated, “I demand these companies change such names immediately. Any name associated with our culture deserves respect, and using it disrespectfully is shameful for all of us.”
President of Akhil Bharatiya Sant Samiti (Ujjain), Mahant Vishal Das Maharaj, remarked, “In our texts, Lord Mahakal is known as the ‘Trikaldarshi’, the knower of all three times (past, present, and future). Naming an intoxicating product after ‘Trikal’ contradicts Indian culture and tradition.”
He expressed strong opposition to the brand, urging the company to withdraw the product and abandon the brand name ‘Trikal’.
Mahamandleshwar Swami Shaileshanand Giri Maharaj also criticized the company’s choice of a controversial name for publicity. “Advertisements often exploit certain keywords. In today’s era of Sanatan Dharma’s resurgence, many businesses are using such terms, which I view as inappropriate,” he stated.
He called for an immediate halt to using religiously sensitive terms for marketing, stating, “If they are discussing ‘Trikal’ today, tomorrow it may be about ‘Tridev’. They must realize this is not proper and set their own ethical standards.”
Point of View
It is imperative to recognize the sensitivity surrounding religious sentiments in India, especially when commercial interests intersect with cultural beliefs. The backlash against Radico Khaitan's ‘Trikal’ brand highlights the need for brands to navigate these waters with caution and respect for the diverse traditions that shape Indian society.
NationPress
11/06/2025
Frequently Asked Questions
What does the name 'Trikal' signify?
The term 'Trikal' refers to the Hindu deity Shiva, symbolizing the past, present, and future.
Why are religious groups opposing Radico Khaitan's product?
Religious groups believe the use of 'Trikal' for a liquor brand disrespects Hindu sentiments and culture.
What actions have been called for by religious leaders?
Leaders have demanded the immediate withdrawal or renaming of the product to respect religious beliefs.
What is the price range of the 'Trikal' liquor?
The single malt bottle is priced between Rs 3,500 and Rs 4,500.
How are brands encouraged to address cultural sensitivity?
Brands are urged to exercise caution and respect when naming products that reference spiritual or cultural traditions.
