Badshah and Cartel Bros aim for Rs 700-cr milestone with the launch of Shelter 6

Badshah, the acclaimed music personality, entrepreneur and cultural icon who has shaped popular culture expands his creative universe beyond music with the launch of Shelter 6, the smoothest vodka co-created with Cartel Bros, the innovators behind acclaimed whisky labels The Glenwalk with Sanjay Dutt and The GlenJourneys with Ajay Devgn. The name Shelter stands for more than just a drink — it’s a space for everyone. A place where energy, creativity, and conversation flow without judgment. It’s about inclusivity, belonging, and celebrating individuality.

Distilled six times in Russia, Shelter 6 is crafted to be as smooth as water. From its sleek metallic bottle to its refined clarity, Shelter 6 channels the energy of the modern generation. With ambitious plans to capture a minimum 25% share of India’s vodka market and achieve a valuation of Rs 700 crore within three years, Shelter 6 aims to redefine the business of luxury drinking in India. Arriving across Maharashtra and Goa in November 2025, Shelter 6 represents a bold new chapter in India’s vodka spirits landscape.

Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz and Mansionz, adds, “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.”

The launch of Shelter 6 further strengthens Cartel Bros’ reputation as pioneers shaping India’s premium beverage market through creativity, innovation and strategic collaboration. Shelter 6 will be available in key markets beginning November 2025, with flavoured variants scheduled for release in the following year.