Radico Khaitan Ltd., one of India’s largest alcoholic beverage companies, has announced the launch of its new vodka brand, The Spirit of Kashmyr. The product marks the company’s entry into the luxury vodka segment, with initial distribution beginning in Uttar Pradesh, followed by Goa, Maharashtra, and other states.
Drawing influence from the Kashmir region, the brand introduces two variants – Indian Natural Vodka and Indian Saffron Vodka. The products are made using Himalayan spring water and grains, with the saffron variant incorporating saffron sourced from Pampore.
Commenting on the launch, Abhishek Khaitan, Managing Director, Radico Khaitan Ltd., said, “With the Spirit of Kashmyr, we mark a pivotal milestone in Radico Khaitan’s premiumisation journey. As India’s largest vodka makers, we bring deep category expertise and an unparalleled understanding of the craft. Coupled with our nuanced appreciation of luxury, we are well positioned to build brands that are elevated, authentic, and globally benchmarked. This launch reflects our confidence and commitment to creating world-class brands that celebrate India’s rich heritage while resonating deeply with the evolving tastes of modern consumers. This vodka is created with an aspiration to transform into a leading global brand. It is a step forward that aligns perfectly with our long-term vision to redefine the Indian alcobev landscape through innovation, excellence, and distinction.”
According to the company, the bottle design features imagery inspired by Kashmir’s landscape, with a clear cork said to resemble local spring water sources.
Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd., added, “The Spirit of Kashmyr is a proud tribute to the soul of Bharat, a land where civilisation was born, where knowledge and beauty have thrived for over 5,000 years. Crafted from the rare saffron of Pampore and the pristine spring waters of the Himalayas, this vodka carries the essence of Kashmir, our crown, our pride, our heritage. With over 60% market share in the vodka segment, we are proud to lead from the front. With this foray into luxury vodka, we are not just expanding our portfolio, we are poised to set new benchmarks in the category. This is our most heartfelt salute to the spirit of a nation that stands tall in its roots and richer in its identity.”
The product will be supported by a nationwide campaign across digital and physical platforms, aimed at communicating the brand’s concept and positioning.
