🧠 At a Glance:
Radico Khaitan has officially pulled the plug on its newly launched premium whisky brand TRIKĀL. The name — derived from Sanskrit meaning “past, present, and future” — stirred more than just single malts. It stirred public outrage. Why? Because in India, you can name your kid Om but not your alcohol brand. After facing heat for “hurting sentiments,” Radico Khaitan issued a statement withdrawing the brand as a mark of “respect.” But was it damage control… or a PR hangover?
🥃 What Was TRIKĀL, And Why Did It Trigger Everyone?
TRIKĀL wasn’t just another bottle on the shelf.
- Brand Pitch: A tribute to India’s artisanal heritage, designed to blend tradition with innovation.
- Meaning: “Tri” = three, “Kāl” = time. Past, present, future. Deep stuff for a whisky, right?
- Target Market: Urban India’s aspirational drinkers — the crowd that sips and spiritualizes.
But here’s the twist — people thought naming alcohol after a spiritual concept was offensive. The internet mob went: “First it was FabIndia and Diwali, now whisky and Vedic time?”
📢 The Official Clarification – Aka ‘We F***ed Up, But With Dignity’
Radico’s press release was a masterclass in corporate sensitivity:
“We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organization, we have decided to withdraw the brand.”
Translation?
“Bro, itna gussa kyun ho raha hai? Whisky hi to hai.”
The release emphasized:
- They are “a proud Indian company built by its people.”
- TRIKĀL was meant to showcase “Indian craftsmanship.”
- But they’re pulling it out of “respect” —
