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Indian liquor major Radico Khaitan has landed in the middle of a growing controversy over its newly launched premium whisky brand ‘Trikal’. The name and branding of the single malt whisky have drawn severe criticism from religious leaders, Sanatan Dharma organisations, and political figures who allege that the product is deeply offensive to Hindu sentiments.
The whisky, priced between ?3,500 and ?4,500, features a teal label and a minimalist sketch of a meditative face with closed eyes and a circular mark on the forehead. Critics argue that the imagery and the brand name ‘Trikal’, a term linked with Lord Shiva’s omniscience of past, present, and future, are religiously symbolic and therefore inappropriate for an alcoholic product.
Prominent voices from the Hindu religious community have demanded an immediate name change. Mahant Raju Das Maharaj of Ayodhya Dham called upon the company to reconsider its branding, stating that India is a land steeped in Sanatan Dharma and that such commercialization of sacred concepts is hurtful and disrespectful. He urged the company to understand and respect the spiritual fabric of Indian culture.
Mahant Vishal Das Maharaj, President of the Akhil Bharatiya Sant Samiti (Ujjain), also expressed strong opposition, saying that naming a liquor product after a divine concept like 'Trikal' goes against Indian tradition and cultural values. He emphasized that Lord Mahakal, another name for Lord Shiva, is revered as 'Trikaldarshi', and associating this sacred attribute with alcohol is unacceptable.
The Vishwa Hindu Parishad (VHP) also voiced its condemnation. VHP national spokesperson Vinod Bansal criticised the wider trend of using Hindu deities and sacred symbols in commercial products. He pointed out that such practices have already caused controversy internationally and that Indian companies should exercise greater sensitivity and cultural awareness. “Using terms like ‘Trikal’ for whisky branding is not just poor judgment, it's a direct insult to our faith,” he said.
Political leaders, too, have joined the backlash. BJP MP Praveen Khandelwal described the issue as “a matter of serious concern” and demanded that Radico Khaitan immediately withdraw or rename the product. “Any name connected to our heritage deserves respect. Misusing it for profit is shameful and embarrassing for the nation,” he remarked.
Mahamandleshwar Swami Shaileshanand Giri Maharaj warned of a growing trend where sacred terms like ‘Trikal’, ‘Tridev’, or ‘Tridevi’ are increasingly used in advertising and branding. He called for stricter ethical standards in the corporate world, stressing that religion should not be exploited for commercial gains.
Radico Khaitan Ltd., formerly Rampur Distillery & Chemical Company Ltd., is one of India’s leading liquor manufacturers, producing whisky, rum, brandy, vodka, and gin. Its brands include 8PM, Magic Moments, Morpheus, and Contessa, among others. The company exports to over 85 countries and was recently an official partner of India House during the 2024 Paris Olympics.
Despite its strong market presence, the company now faces a serious challenge to its reputation. Religious groups have hinted at boycotts and legal action unless the name is changed. The company has yet to issue an official response to the controversy.
Branding experts caution that while the outrage may have increased public awareness of the product, the long-term damage to the brand could outweigh the short-term attention. In a culturally and religiously sensitive nation like India, even the most creative marketing needs to tread carefully.
As the backlash grows, all eyes are now on Radico Khaitan’s next move, whether it will defend its creative decision or yield to the rising demand for a name change. The incident has reignited the larger debate about the fine line between freedom of expression and respect for religious sentiments in modern India.
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