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Radico Khaitan, the maker of Magic Moments Vodka, is making a bold entry into India’s premium tequila market through a collaboration with Bollywood icon Shah Rukh Khan, his son Aryan Khan, and Zerodha co-founder Nikhil Kamath.
The company will invest up to $4.56 million to launch D’YAVOL Añejo — a premium tequila aged for about two years in wine casks — with a planned release by December 2025. Ownership in the venture will be split between Radico Khaitan and the Khans’ SLAB Ventures (47.5% each), with Kamath holding the remaining 5%.
D’YAVOL, which began in 2022 as a luxury label specialising in ultra-premium vodka and blended Scotch, will now expand into tequila. The Añejo expression will retail between ?20,000 and ?30,000, varying by state excise duties.
Radico projects sales could hit one million cases over the next five years, driven by both domestic and export markets. This move comes amid India’s rising appetite for premium alcoholic beverages, with tequila emerging as one of the fastest-growing global spirit categories.
Beyond mere celebrity endorsement, Shah Rukh Khan is involved in product curation, aiming to blend star power with authenticity. The brand’s positioning opens doors for experiential events, storytelling campaigns, and lifestyle collaborations that appeal to aspirational Indian consumers.
As the December launch approaches, this venture could redefine how premium alcohol brands compete for both local loyalty and international prestige.
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