Restaurant India News: Radico Khaitan Bets on Premium Vodka with The Spirit of Kashmyr Launch

Radico Khaitan Ltd., one of India’s largest homegrown alcoholic beverage companies, has announced the launch of The Spirit of Kashmyr, its new luxury vodka brand. The rollout begins in Uttar Pradesh and will expand to Goa, Maharashtra, and other markets. The introduction of this vodka marks a step forward in the company’s strategy to strengthen its presence in the premium spirits segment.

The brand introduces two variants: Indian Natural Vodka and Indian Saffron Vodka. Both are positioned around ingredients sourced from Kashmir, with saffron from Pampore and Himalayan spring water as the key components.

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.”

Amar Sinha, Chief Operating Officer, 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 percent 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 packaging features design elements inspired by Kashmir’s landscapes, including depictions of snow-capped peaks and saffron flowers.

Pricing:

• Indian Saffron Vodka: Rs 3,000 for 750 ml; Rs 740 for 180 ml

• Indian Natural Vodka: Rs 2,500 for 750 ml; Rs 620 for 180 ml

With this launch, Radico Khaitan becomes the first company to introduce a homegrown luxury vodka brand. The company has also planned a nationwide integrated campaign with digital and on-ground activations to support the rollout.