Leading Indian spirits brand halts the rollout of ‘Trikal’ after concerns about cultural sentiment, reaffirming its commitment to India’s values.
Radico Khaitan, one of India’s most respected spirits companies, has announced that it will withdraw the launch of its latest whisky brand, ‘Trikal’, following concerns raised over its name’s cultural sensitivity.
Derived from Sanskrit, ‘Trikal’ means “three times”—representing the past, present, and future. The brand was envisioned as a tribute to India’s rich heritage and timeless spirit, designed to showcase the country’s unparalleled craftsmanship and cultural depth to the world.
“The name ‘Trikal’ comes from Sanskrit and means ‘three times’, referring to the past, present, and future,” Radico Khaitan explained in a statement. “‘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.”
However, the company acknowledged the concerns raised and decided to withdraw the brand as a gesture of respect and cultural sensitivity.
“As a responsible and sensitive organization, post internal review we have decided to withdraw the brand,” the statement continued. “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 decision underscores Radico Khaitan’s dedication to upholding India’s values and traditions. “We are, first and foremost, a proud Indian company, built by its people and dedicated to upholding its values. We hold the sentiments of every Indian close to our hearts,” the company emphasized.
The move has been lauded as a powerful testament to corporate responsibility and cultural pride, reinforcing Radico Khaitan’s commitment to India’s past, present, and future.