Restaurant India News: Badshah Unveils Shelter 6, Targeting 25 Percent of India’s Vodka Market

Badshah, known for his influence across India’s music and entertainment landscape, has expanded his presence into the premium spirits category with the launch of Shelter 6. Co-created with Cartel Bros, the team behind whisky labels such as The Glenwalk with Sanjay Dutt and The GlenJourneys with Ajay Devgn, the new vodka marks his first major move outside the music business. The name Shelter represents a space built on inclusion and individuality, positioning the product as more than just a beverage.

Shelter 6 is distilled six times in Russia and developed to offer a clean, smooth profile. The focus is on precision and clarity, reflected both in the product’s taste and the metallic bottle design. The branding is aligned with the preferences of a younger, high-energy audience, aiming to connect with consumers who value expression and identity.

With plans to secure at least 25 percent of India’s vodka market and reach a valuation of Rs 700 crore within three years, Shelter 6 has been positioned as a strong contender in India’s growing premium spirits segment. The product will be introduced across Maharashtra and Goa in November 2025, marking the first phase of its market rollout.

For Badshah, the brand is tied to creative expression. He stated, “Shelter 6 goes beyond vodka, it’s an experience rooted in emotion, passion and authenticity. From developing the name to defining the visual identity, I’ve been personally involved in every step of the creative journey. My goal was to create something that captures the spirit of today’s youth that is bold, disruptive and effortlessly smooth. Shelter 6 is for those who don’t slowdown, who live unapologetically and embrace every moment without holding back.”

The design and liquid profile reflect Badshah’s approach—minimalist yet bold, and crafted for consumers who prefer a refined but energetic spirit. The vodka is intended to be smooth enough for sipping on its own, while also offering the character needed for nightlife and high-energy occasions.

Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz and Mansionz, added, “With Shelter 6, we are bringing the next big wave in premium spirits. It is bold, energetic and crafted with absolute integrity. After the success of The Glenwalk and The GlenJourneys, we wanted to explore a new dimension that connects craftsmanship with cultural energy. Badshah brought that vision to life, combining authenticity, attitude and artistry in one bottle.”

Shelter 6 is defined by its clarity and texture, achieved through a six-stage distillation process that gives it a smooth, water-like finish. The launch strengthens Cartel Bros’ position in India’s premium beverage market, highlighting collaborations that merge cultural relevance with product development.

The vodka will be available in key markets starting November 2025, with flavoured extensions planned for release the following year. It enters the market as a brand intended to represent confidence and modern consumer behaviour, preparing to shape a new category narrative in India’s premium spirits landscape.