Shah Rukh Khan, Magic Moments and Nikhil Kamath to launch premium tequila brand

Radico Khaitan, best known for its Magic Moments Vodka, is entering the tequila category through a high-profile collaboration with Bollywood superstar Shah Rukh Khan, his son Aryan Khan, and Zerodha co‑founder Nikhil Kamath. The Indian spirits maker will invest up to $4.56 million to launch D’YAVOL Añejo, its first premium tequila offering, aged for about two years in wine casks and slated for release by December 2025. 

Khan’s family, via SLAB Ventures, and Radico Khaitan will each hold 47.5 percent in the venture, with Kamath owning the remaining 5 percent. D’YAVOL began in 2022 as a luxury brand specialising in ultra-premium vodka and blended Scotch, based out of Amsterdam. The company will now expand into tequila, blending Khan’s global appeal with Radico’s distillation expertise. 

D’YAVOL Añejo will retail in India between ₹20,000 and ₹30,000, depending on state excise duties. Viewed as a bold move into the fast-growing premium spirits segment, the venture aligns with rising consumer interest in high-end indulgence across luxury dining, real estate, cars, and alcohol. Radico anticipates tequila sales could scale to one million cases over the next five years, driven by domestic and export demand. 

This collaboration reflects broader shifts in India’s alcohol market where premium labels are gaining traction. Tequila is one of the fastest growing segments globally, and Radico sees substantial potential domestically—where premium beverages currently account for less than 2 percent of total spirit sales—but growing rapidly. 

For marketers and brand strategists, this launch highlights the power of celebrity-partnered premiumization in India. The partnership blends emotional star power and brand credibility with an elevated value proposition. Khan’s role extends beyond endorsement to product curation, reinforcing the message that substance underlies glamour. 

From a brand planning perspective, working with D’YAVOL could mean creative opportunities for experiential events, storytelling-driven campaigns, and premium co-branding in lifestyle sectors. As Indian consumers increasingly spend on luxury content and experiences, such alcohol brands position themselves as lifestyle statements.

Radico Khaitan is betting big on the premium tequila segment by tying up with one of India’s most beloved stars and a high-profile entrepreneur. With launch set for December, the coming months will be critical in shaping how local premium categories compete and capture global prestige.