Could Radico Khaitan’s 'Trikal' Brand Be Hurting Religious Sentiments?
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Synopsis
Radico Khaitan Ltd's latest whisky brand, 'Trikal', referencing the Hindu deity Shiva, has ignited significant controversy, leading to a drop in its share price. Religious leaders and politicians have voiced their concerns, demanding a retraction of the product due to perceived disrespect. This incident highlights the sensitivities surrounding the intersection of culture and commerce.
Key Takeaways
- Radico Khaitan's share price fell amid controversy.
- ‘Trikal’ whisky references the Hindu deity Shiva.
- Religious leaders demand withdrawal of the product.
- The whisky is set to launch in Uttar Pradesh, Haryana, and Maharashtra.
- Company's premiumization journey is at stake.
Mumbai, May 26 (NationPress) The homegrown liquor enterprise Radico Khaitan Ltd experienced a decline in its share price on Monday, following a significant uproar over its new whisky brand named ‘Trikal’, which references the Hindu deity Shiva.
The company's shares fell by Rs 12.60 (0.51 percent) to close at Rs 2,440.00, after initially rising during the day before the controversy surrounding its ‘Trikal’ Indian single malt emerged.
Radico Khaitan has a 52-week low of Rs 1,429.85 and a high of Rs 2,665.00.
The whisky is priced between Rs 3,500 and Rs 4,500 and is set to launch in key markets such as Uttar Pradesh, Haryana, and Maharashtra, with intentions for a broader national and global expansion soon. The company’s Managing Director, Abhishek Khaitan, has described this launch as a significant step in the company's journey towards premiumization.
However, religious leaders, Sanatan Dharam organizations, and politicians voiced strong objections against the brand name ‘Trikal’, demanding its immediate retraction.
The whisky bottle features a teal label and depicts a line-drawn face with closed eyes and a circle on the forehead, which some claim resembles the third eye of Lord Shiva.
Mahant Raju Das Maharaj from Ayodhya Dham stated, “I urge the owners of Radico Khaitan to recognize and respect Sanatan Dharma. India is a nation deeply rooted in Sanatan culture, where each aspect of life reflects its vastness. Every individual has profound faith and respect for Sanatan...”
Vinod Bansal, National Spokesperson for the Vishwa Hindu Parishad (VHP), criticized the disrespectful portrayal of Hindu deities, saying, “It is regrettable that in our nation and elsewhere, images of Hindu deities are often displayed inappropriately, including on clothing and accessories. This is utterly condemnable and disrespectful.”
BJP MP Praveen Khandelwal expressed concern over companies using religious names for commercial gain, calling for a change in such product names, stating, “Names tied to our culture deserve reverence, and their inappropriate use is embarrassing for us all.”
Mahamandleshwar Swami Shaileshanand Giri Maharaj also criticized the choice of the controversial name for publicity, emphasizing the need for companies to maintain ethical standards to avoid misusing religious terms.
Point of View
It's vital to recognize the tension between commercial interests and cultural sensitivity. Radico Khaitan's attempt at premiumization through its 'Trikal' brand has crossed a line for many, illustrating the importance of respecting cultural sentiments in business practices. The company must navigate this backlash with care to uphold its reputation while addressing the concerns raised by the community.
NationPress
26/07/2025
Frequently Asked Questions
Why did Radico Khaitan's shares drop?
The shares dropped due to significant controversy surrounding the launch of their new whisky brand 'Trikal', which is perceived to hurt religious sentiments related to the Hindu deity Shiva.
What is the price range of the 'Trikal' whisky?
The 'Trikal' whisky is priced between Rs 3,500 and Rs 4,500.
In which states is 'Trikal' launching?
The whisky is debuting in key markets including Uttar Pradesh, Haryana, and Maharashtra.
What have religious leaders said about 'Trikal'?
Religious leaders and organizations have condemned the use of the name 'Trikal', demanding its withdrawal due to perceived disrespect towards Sanatan Dharma.
What are Radico Khaitan's other brands?
Radico Khaitan is known for other brands such as 8PM, Magic Moments, Royal Ranthambore, and Rampur Single Malt.
