Did Radico Khaitan Withdraw Its ‘Trikal’ Whisky Brand Due to Public Outrage?
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Synopsis
In a shocking turn of events, Radico Khaitan has withdrawn its whisky brand ‘Trikal’ after facing backlash from various groups. The company's decision highlights the delicate balance between cultural sensitivity and brand identity. Discover the reasons behind this bold move and its implications for the liquor industry.
Key Takeaways
- Radico Khaitan withdrew its whisky brand ‘Trikal’ due to public outrage.
- The name ‘Trikal’ is derived from Sanskrit, meaning ‘three times’.
- Backlash came from religious groups and social media users.
- The company aims to honor cultural sentiments in its branding.
- Withdrawal may impact the company’s stock performance.
New Delhi, May 28 (NationPress) Radico Khaitan, one of India's prominent liquor producers, has decided to retract its recently launched whisky brand ‘Trikal’ in response to intense backlash from religious organizations, social media users, and political figures who asserted that the name and imagery offended their religious sentiments.
In an official announcement made on Wednesday, the company stated, “We are, above all, a proud Indian firm -- rooted in this land, crafted by its people, and committed to honoring its values. We cherish the feelings of every Indian and respect every voice that speaks to our collective identity. We acknowledge that concerns have been raised about the brand name. As a responsible and sensitive entity, we have decided to withdraw the brand after an internal assessment.”
Regarding the name’s origin, the company explained, “‘Trikal’ is derived from Sanskrit and signifies ‘three times’ -- alluding to the past, present, and future. It embodies our strong belief in celebrating India’s rich heritage while welcoming progress and innovation. ‘Trikal’ was never merely a title -- it was meant as a homage to the eternal spirit of India, the hands of our artisans, and the essence of our culture.”
Stressing that the decision was not solely based on commercial interests, the statement further clarified, “This is not merely a business choice. It is a respectful gesture, a moment of reflection, and our steadfast dedication to honoring the feelings of our population and our country.”
The controversy ignited shortly after the introduction of the single malt whisky, which was priced between Rs 3,500 and Rs 4,500. The teal-colored label on the bottle showcased a line-drawn figure with closed eyes and a circle on the forehead -- many interpreted this as resembling the third eye of Lord Shiva.
Critics, including religious leaders and organizations affiliated with Sanatan Dharma, voiced their objections to the name ‘Trikal’, claiming it held sacred meanings linked to the Hindu deity Shiva.
The uproar prompted responses from state officials as well. On Tuesday, Uttarakhand’s Excise Commissioner, Harichandra Semwal, clarified that no approval had been granted for the manufacture, registration, or sale of such a liquor brand in the state.
The brand's withdrawal may influence Radico Khaitan's stock performance when the markets reopen on Thursday.
Point of View
It is essential to recognize the delicate interplay between commerce and cultural respect in our diverse society. Radico Khaitan's decision to withdraw ‘Trikal’ reflects a growing awareness of public sentiment and the responsibility of businesses to honor the values of the communities they serve. The company’s commitment to reflection and respect is commendable and sets a precedent for others in the industry.
NationPress
11/06/2025
Frequently Asked Questions
What prompted Radico Khaitan to withdraw ‘Trikal’?
The withdrawal was prompted by significant backlash from religious groups and community leaders who deemed the name and imagery offensive to their sentiments.
What does ‘Trikal’ mean?
‘Trikal’ is a Sanskrit term that means ‘three times’, symbolizing the past, present, and future.
How did the public react to the brand’s launch?
The public reaction was overwhelmingly negative, leading to widespread criticism on social media and from various religious organizations.
What are the implications of this withdrawal for Radico Khaitan?
The brand's withdrawal may affect Radico Khaitan's stock performance and public image, showcasing the importance of cultural sensitivity in branding.
Was the decision purely commercial?
No, the decision was described by the company as a gesture of respect and reflection rather than a purely business decision.
