Radico Withdraws ‘Trikal’ Whisky Amidst Hindutva Backlash Calling Boycott Of All Khaitan Products.

‘Trikal’ Whisky Controversy: Radico Khaitan Withdraws Product Amid Hindutva Backlash and Boycott Calls.

Upendra Bharti | HENB | New Delhi | May 29, 2025:: In a swift move to quell growing controversy, Radico Khaitan, one of India’s leading liquor manufacturers, has withdrawn its recently launched single malt whisky brand ‘Trikal’ due to allegations of religious insensitivity. The decision comes after widespread criticism from religious groups and public figures over the brand’s name and label imagery, which sparked outrage on social media.

The Controversy

The controversy surrounding ‘Trikal’ began shortly after its debut in select markets, including Uttar Pradesh, Maharashtra, and Haryana. Priced between Rs 3,500 and Rs 4,500, the brand was positioned as a high-end single malt. However, the name ‘Trikal’, derived from Sanskrit and associated with Hindu philosophical concepts of time, drew strong criticism. Critics argued that the brand’s visual presentation, particularly the label featuring a stylized face with a prominent mark on the forehead, alluded too closely to spiritual symbolism.

Resemblance to Lord Shiva’s Third Eye

The label’s imagery sparked comparisons to depictions of Lord Shiva’s third eye, a parallel many considered offensive in the context of an alcoholic beverage. The backlash was swift, with various Hindutva organizations protesting against the branding of the whiskey.

Massive Protests and First Ban

The protests against ‘Trikal’ whisky gained significant momentum, with prominent figures like Upananda Brahmachari joining the chorus of criticism calling a boycott of all Khaitan products if not the impugned whiskey is not withdrawn from the market. Hindutva groups staged massive protests, condemning the brand’s perceived insensitivity. The Uttarakhand government was the first to take action, banning the sale of ‘Trikal’ whisky in the state due to the widespread outrage. This swift action underscored the government’s commitment to respecting the sentiments of the local populace.

Company’s Response

In response to the uproar, Radico Khaitan issued a statement saying it had undertaken an internal review and opted to pull the brand in deference to public sentiment. “We respect the concerns that have been raised,” the company noted, describing the move as both a responsible decision and a gesture of cultural sensitivity. The company emphasized that ‘Trikal’ was never intended to offend, but rather to celebrate India’s heritage through fine craftsmanship.

Regulatory Scrutiny

The incident also triggered regulatory scrutiny, with the Uttarakhand Excise Commissioner clarifying that the brand had not received clearance for sale, manufacture, or distribution in the state.

Market Impact

The controversy had an immediate impact on Radico Khaitan’s stock performance, with shares falling 0.51% on May 26 to close at Rs 2,440. Market analysts said the episode could create short-term pressure on investor sentiment, particularly as the company continues its push into the premium liquor segment.

Conclusion

The withdrawal of ‘Trikal’ whisky serves as a reminder of the importance of cultural sensitivity in branding and marketing. As companies navigate the complex landscape of India’s diverse cultural heritage, they must be mindful of the potential impact of their branding and marketing strategies on different communities. Radico Khaitan’s decision to withdraw ‘Trikal’ demonstrates its commitment to respecting public sentiment and avoiding controversy.
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