July 29, 2025

Radico Khaitan, one of India's foremost alcoholic beverages companies, has made a significant move in the premium spirits market by launching a new vodka brand named 'The Spirit of Kashmyr'. This launch marks a strategic initiative by the company to enhance its portfolio in the burgeoning category of luxury alcoholic beverages. The initial rollout of 'The Spirit of Kashmyr' will take place in Uttar Pradesh, with intention to expand distribution to other locations including Goa, Maharashtra, and various key markets throughout the country in the near future. As part of its premium offerings, the brand will present two variants: Indian Natural Vodka and Indian Saffron Vodka. The company has carefully positioned these variants in the luxury segment of the market, hinting at a refined target audience. Pricing is a crucial aspect of the brand's introduction. The saffron-infused vodka is set at Rs 3,000 per 750 ml bottle, while the natural variant will be available for Rs 2,500. For those interested in smaller quantities, both variants can also be purchased in 180 ml packs priced at Rs 740 and Rs 620, respectively. This pricing strategy reflects the brand's luxury aspirations while also making it accessible to a broader consumer base. Abhishek Khaitan, the Managing Director of Radico Khaitan, has expressed enthusiasm about this new venture. He noted, "With the Spirit of Kashmyr, we mark a pivotal milestone in Radico Khaitan’s premiumisation journey. As India’s largest vodka makers, we bring deep category expertise and an unparalleled understanding of the craft. Coupled with our nuanced appreciation of luxury, we are well positioned to build brands that are elevated, authentic, and globally benchmarked. This vodka is created with an aspiration to transform into a leading global brand." The inspiration behind 'The Spirit of Kashmyr' deeply roots itself in the rich heritage of Kashmir, a region known for its natural beauty and cultural significance. Amar Sinha, the Chief Operating Officer of Radico Khaitan, emphasized the unique ingredients used in crafting the vodka, stating, "Crafted from the rare saffron of Pampore and the pristine spring waters of the Himalayas, this vodka carries the essence of Kashmir, our crown, our pride, our heritage. With over 60% market share in the vodka segment, we are proud to lead from the front." This launch not only aligns with Radico Khaitan's long-term vision of expanding in the premium spirits category but also taps into the growing consumer demand for luxury alcoholic beverages. The introduction of 'The Spirit of Kashmyr' could set the stage for further innovative offerings, as the company seeks to establish a notable presence in both domestic and international markets. Overall, Radico Khaitan's latest offering is expected to resonate well with consumers who appreciate premium quality spirits and seek out unique flavor profiles that reflect cultural and geographical roots. As they move forward, it will be exciting to watch how 'The Spirit of Kashmyr' performs in a competitive landscape that is continuously evolving. The company not only aims to meet current market demands but also seeks to create a lasting brand that reflects the sophistication and artistry involved in premium vodka production.

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Tags: Radico khaitan, Vodka, Spirit of kashmyr, Premium spirits, Alco-bev, Kashmir, Luxury,