Indian spirits major Radico Khaitan has withdrawn a recently released single malt whisky brand due to concerns over its name.
Trikal, which was launched in Uttar Pradesh, Haryana and Maharashtra a week ago (23 May), was created to expand the group’s Indian single malt portfolio, but was met with a backlash over adopting a religious name. The word comes from Sanskrit and means ‘three times’ referring to the past, present and future, according to Radico Khaitan.
The business released Trikal alongside Morpheus Super Premium Whisky. The group said: “It reflects our deep-rooted belief in honouring India’s rich heritage while embracing progress and innovation. ‘Trikal’ is not just a name; it is a tribute to the timeless spirit of India, to the hands of our artisans and to the soul of our culture.”
Radico Khaitan added that it is “one of the largest IMFL [Indian-made foreign liquor] companies” and that it holds “the sentiments of every Indian close to our hearts and respect every voice that speaks for our shared identity”.
The company concluded: “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.
“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.”
In February, Radico Khaitan expanded the reach of its Rampur Barrel Blush single malt whisky to the US.
