The Whiskey Wash reported on Monday that Indian whisky powerhouse Radico Khaitan chose to pull its TRIKĀL whisky brand after the company chose to name the whisky after a sacred Hindu term. The word “Trikāl means “three times” in Sanskrit and refers to the concept of past, present and future.
“TRIKĀL 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. It is our humble effort to showcase Indian craftsmanship to the world and make our nation proud,” a statement read according to The Whiskey Wash.
The Hindu Post reported that the release sparked outrage amongst leaders on May 27. One such leader was Senior Madhya Pradesh Animal Husbandry Minister Lakhan Patel, who claimed the word Trikal was used for Lord Shiva — a powerful deity.
“Although this brand is not from Madhya Pradesh, but Lord Shiva is universal,” Patel said. “Wherever this brand was launched, the state government should take prompt action against its proprietors.”
His criticism was met with support from religious gurus like Mahant Raju Das Maharaj of Ayodhya Dham.
“I appeal to the owners of Radico Khaitan, please understand, recognize and respect Sanatan Dharma,” said the priest. “India is a country rooted in Sanatan culture, where every particle reflects its vastness. Every individual holds deep faith, devotion and reference for Sanatan.”
After the backlash, the company decided to pull the whisky brand and issued a statement on its social account.
“We are, first and foremost, a proud Indian company; we are born of this land, built by its people, and dedicated to upholding its values,” the statement read. “We hold the sentiments of every Indian close to our hearts and respect every voice that speaks for our shared identity. We understand that concerns have been raised regarding the brand name — ‘Trikal,’ which simply means three dimensions of time, but have been misunderstood by a few sections of society. As a responsible and sensitive organization, 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 honor the sentiments of our people and our country.”
Radico Khaitan did not disclose whether or not it intends to reintroduce the whisky under a different name in the future. This Indian whisky brand achieved renown in the United States for the brand Rampur. Rampur’s popularity continues to grow within the United States alongside other brands like Amrut and Sazerac’s Paul John.
No responses yet