Liquor major Radico Khaitan has announced the immediate withdrawal of its newly launched single malt whisky brand ‘Trikal’ after widespread public backlash over religious sensitivities. The company confirmed the decision on Wednesday, citing its responsibility towards respecting public sentiment.

The controversy erupted over the brand’s name and label imagery, which critics said bore resemblance to sacred Hindu symbols, including Lord Shiva’s third eye. The label featured a teal background with a minimalist line drawing of a face with closed eyes and a prominent circular mark on the forehead.

In a statement to IANS, Radico said the name ‘Trikal’ was meant as a tribute to India’s timeless spirit and was derived from Sanskrit, referring to the three dimensions of time – past, present, and future. However, following an internal review and public outcry, the company has opted to discontinue the product.

The backlash was amplified by religious groups, Sanatan Dharma organisations, and political leaders who accused the company of disrespecting Hindu beliefs. In Uttarakhand, Excise Commissioner Harichandra Semwal clarified that no permissions had been issued for the brand's manufacture or sale in the state and called viral claims of local availability “misleading and baseless”.

The move comes at a time when Radico Khaitan is aggressively pursuing a premiumisation strategy, with ‘Trikal’ positioned at a price point of Rs 3,500 to Rs 4,500. The whisky had initially been launched in states including Uttar Pradesh, Maharashtra, and Haryana.

With market sentiments shaken by the controversy, analysts expect Radico’s stock to come under pressure when trading resumes on Thursday. The company, known for established labels like 8PM, Magic Moments, and Rampur Indian Single Malt, now faces reputational and financial implications as it navigates the fallout.
(With IANS input)