Radico Khaitan pulls back 'Trikal' Whisky after backlash

Amid growing controversy surrounding its 'Trikal' whisky brand, leading liquor manufacturer Radico Khaitan has announced its decision to withdraw the brand from the market. The move comes after intense backlash on social media and objections from religious groups over the brand’s name and packaging.

Over the past few days, 'Trikal', an Indian-made single malt whisky, had become a topic of heated discussion online. The controversy centered around the use of the name 'Trikal', a Sanskrit term representing past, present, and future, and the depiction of Lord Shiva on the bottle. Religious organizations and members of the saint community found this offensive, calling it a disrespect to Sanatan (Hindu) culture. They had demanded a ban on the product.

Amid the uproar, several misleading claims about the sale of 'Trikal' in Uttarakhand began circulating on social media. In response, the state's Excise Department issued a clarification, firmly stating that no license had been granted for the manufacture or sale of 'Trikal' whisky in Uttarakhand.

Excise Commissioner Harichandra Semwal, in an official press note, clarified that Radico Khaitan had launched the brand in select states such as Uttar Pradesh, Haryana, and Maharashtra. He emphasized that the brand has no presence in Uttarakhand, and labeled the spread of such false information as an attempt to tarnish the state’s image and disrupt public order. He assured that strict action would be taken against those responsible for spreading such misinformation.

In light of the growing criticism, a company spokesperson issued a statement explaining the rationale behind the product and the decision to withdraw it. "‘Trikal’ is a Sanskrit word symbolizing the past, present, and future. The brand was intended to pay tribute to India’s rich heritage and craftsmanship. It was never our intention to hurt anyone’s sentiments,” the spokesperson said. “However, upon realizing the public’s concerns and sentiments, we undertook an internal review and decided to pull the brand from the market. This is not merely a business decision, but one that reflects respect and introspection.”

With this step, Radico Khaitan has signaled its willingness to respond to public sentiment and maintain sensitivity towards religious and cultural values.