Radico Khaitan Withdraws ‘Trikal’ Whiskey Brand After Backlash

Radico Khaitan Ltd. has decided to withdraw ‘Trikal’ as the brand name of its single-malt whiskey, after the nomenclature faced backlash from some religious quarters.

“We understand 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 liquor maker said in an exchange filing Wednesday. “This is not just a business decision, it is a gesture of respect, reflection, and unwavering commitment to honour the sentiments of our people and our country.”

The whiskey, priced at Rs 3,500-4,500 for a 750 ml bottle, sported a teal label and a sketch of a geometric face with closed eyes and a circular pattern on the forehead. The launch on May 23 triggered an immediate backlash for the imagery and the brand name ‘Trikal’—a term linked with Lord Shiva as the purveyor of the past, present and the future.

“In our scriptures, Lord Mahakal is referred to as the ‘Trikaldarshi’, the knower of all three times (past, present, and future). Naming an intoxicating substance after ‘Trikal’ is against Indian culture, tradition and Sanatan Dharma,” Mahant Vishal Das Maharaj, president of the Akhil Bharatiya Sant Samiti, was quoted as saying by IANS. 

“We urge the company, Lalit Khaitan and Khaitan brothers, to immediately withdraw this product and discontinue the use of the brand name."

Vinod Bansal, national spokesperson of the Vishwa Hindu Parishad, condemned the wider practice of using Hindu symbols and imagery on products in many parts of the world.

“While I can understand the mindset of people outside India, if any such brand is launched in India and its name is connected to our spiritual traditions and centres of faith, then I believe the creators, promoters, and marketers must exercise appropriate caution."

It’s worth noting here that Brazil’s Brahma beer—named after its company Companhia Cervejaria Brahma—has often come under criticism for the use of the brand name. The beer continues to sell in Latin America. Earlier, the Clarks footwear brand in the UK had to recall its ‘Vishnu’ and ‘Krishna’ brand of shoes after backlash from British Indians. In 2019, Amazon.com Inc. had to remove from its marketplace 33 items bearing Hindu motifs.

Radico Khaitan’s ‘Trikal’ is a rare such instance in India. 

“The name ‘TRIKĀL’ comes from Sanskrit and means ‘three times’ referring to the past, present, and future,” Radico Khaitan said in its exchange filing. “We are, first and foremost, a proud Indian company. We are born of this land, built by its people, and dedicated to uphold its values. We hold the sentiments of every Indian close to our hearts and respect every voice that speaks for our shared identity.”

On Wednesday, Radico Khaitan shares rose 0.36% to Rs 2,455.65 apiece on the BSE even as the benchmark Sensex ended the day 0.29% lower at 81,312.32 points.