Radico drops ‘Trikal’ brand name amid religious concerns

Radico Khaitan has decided to withdraw the brand name ‘Trikal’ from its new single malt whisky after concerns were raised about potential religious insensitivity.

The announcement was made through a stock exchange filing on Wednesday, May 28, 2025. In its statement, the company said, “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.”

The company clarified that the move was not purely commercial but a gesture of respect towards public sentiment. “This is not just a business decision—it is a gesture of respect, reflection, and our unwavering commitment to honour the sentiments of our people and our country,” the filing stated.

The name ‘Trikal’ was inspired by the Sanskrit word meaning “three times”—referring to the past, present, and future.  However, the matter took a serious turn after the Uttarakhand Excise Department stated that Radico Khaitan had not received approval to manufacture, register, or sell the whisky in the state.

Radico Khaitan emphasized that it remains committed to upholding Indian values and respecting the diverse voices that contribute to the country’s shared identity. The decision to withdraw the ‘Trikal’ brand reflects the growing importance of cultural sensitivity in branding within the Indian market.