New Delhi: After facing backlash, Radico Khaitan, India’s leading liquor manufacturer, has withdrawn the brand name ‘Trikal’ for its new range of single malt whisky. The homegrown AlcoBev firm faced criticism after it announced the launch of two new products – Trikal Indian Single Malt and Morpheus Super Premium Whisky. The two brands were launched as the company plans to amplify its business in the premium segment.
The controversy erupted after Radico Khaitan’s ‘Trikal’ debuted in states, including Maharashtra, Haryana, and Uttar Pradesh, where it was priced between Rs 3,500 and Rs 4,500.
Radico Khaitan informed the exchanges that it has withdrawn the brand name ‘Trikal’ not only because of business purposes, but it is a “gesture of respect, reflection, and our unwavering commitment to honour the sentiments of our people and our country.”
In its statement, Radico Khaitan stated: “We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organisation, post internal review, we have decided to withdraw the brand.”
Reports claimed that the whisky making company faced challenges in Uttarakhand, where it was reported to have been denied permission. The company also faced criticism on social media platforms, as imagery on the product label had a resemblance to religious iconography.
The company stated that the name ‘Trikal’ comes from Sanskrit which means ‘three times’, referring to the past, present, and future.
“It reflects our deep-rooted belief in honouring India’s rich heritage while embracing progress and innovation. ‘Trikal’ is not just a name; it is a tribute to the timeless spirit of India, to the hands of our artisans, and the soul of our culture,” it said.
Radico Khaitan, a leading Indian liquor manufacturer, has withdrawn its new “Trikal” single malt whisky brand following significant public backlash. The controversy stemmed from concerns about the brand name’s potential religious connotations and imagery on the label. Biz News Business News – Personal Finance News, Share Market News, BSE/NSE News, Stock Exchange News Today
