Image Source: Reuters
A Bold New Venture in India's Premium Alcohol Market
Radico Khaitan, the renowned Indian alcoholic beverage company, has embarked on a strategic partnership with Bollywood superstar Shah Rukh Khan, his son Aryan Khan, and Zerodha co-founder Nikhil Kamath to launch D'YAVOL Spirits. This exciting collaboration aims to create a disruptive and culturally resonant brand in the premium and luxury spirits segment, introducing globally sourced, bottled-in-origin products to cater to the evolving tastes of discerning Indian and international consumers. The venture marks Radico Khaitan's entry into the high-end tequila category and signals a significant step in expanding India's luxury alcohol footprint.
Key Highlights of the D'YAVOL Spirits Venture
Ownership Structure: Radico Khaitan and SLAB Ventures (owned by Shah Rukh Khan, Leti Blagoeva, Aryan Khan, and Bunty Singh) each hold 47.5% stakes, while Nikhil Kamath owns a 5% share.
Debut Product: The first offering, D'YAVOL Añejo, is a premium tequila aged approximately two years in wine casks, reflecting meticulous craftsmanship and rich provenance.
Investment Commitment: Radico Khaitan plans an investment of around Rs 40 crore ($4.56 million) to fuel this venture.
Market Positioning: The brand targets both Indian consumers and global markets, focusing on luxury spirit connoisseurs and aspiration-driven buyers.
Pricing: D'YAVOL Añejo is expected to retail between Rs 20,000 and Rs 30,000 in India, varying by state excise duty.
Supply Chain Strategy: Products are sourced globally and bottled at origin, ensuring authenticity and premium quality standards.
Cultural Branding: The partnership emphasizes blending craftsmanship with design and cultural depth, aiming to build a brand “that lives in culture,” as expressed by Aryan Khan.
Distribution and Marketing: Radico Khaitan brings extensive experience in distribution, marketing, and production scale, while the Khan family and Kamath contribute creative and entrepreneurial insights.
Expanding the Luxury Spirits Landscape in India
India's affluent consumers are gravitating towards premium lifestyle products, including luxury alcoholic beverages. According to Crisil, alcohol sales in India are forecasted to grow by up to 10% in fiscal 2026, reaching $61.35 billion. Tequila, a traditionally niche category globally, is gaining traction in India, currently estimated at around 300,000 cases, with aged or “Añejo” offerings comprising 15%. Radico Khaitan projects that the tequila market could grow to approximately one million bottles in India within five years. This partnership reflects an ambition to capitalize on this uptrend and enhance the availability of luxury spirits with global appeal.
Strategic Importance of the Partnership
Radico Khaitan, with its legacy dating back to 1943, operates three distilleries with a total capacity of 321 million liters and exports to over 100 countries, positioning it well to scale this premium venture.
Shah Rukh Khan’s star power and the creative vision of the Khan family are key assets in crafting a culturally connected and aspirational brand narrative.
Nikhil Kamath, known for his disruptive entrepreneurial approach as Zerodha’s co-founder, adds a strategic business perspective aiming for innovation and market agility.
The venture is set to challenge traditional definitions of premium alcohol by embracing a modern, global outlook on quality and consumer experience.
Brand Vision and Future Prospects
D'YAVOL Spirits aims to be much more than a beverage label; it aspires to be a lifestyle and cultural icon through innovative design, product excellence, and engaging storytelling. The founders envisage competing on a global scale, pushing boundaries in quality spirits categories beyond conventional geographies.
Abhishek Khaitan, Managing Director of Radico Khaitan, describes this collaboration as a long-term investment aligned with the company’s growth trajectory in the luxury alcohol segment, combining proven operational expertise with fresh vision from the Khan family and Kamath.
Shah Rukh Khan himself expressed enthusiasm about building something bold, relevant, and future-focused, emphasizing the energy and creative instincts fueling D'YAVOL Spirits.
Conclusion
The D'YAVOL Spirits launch represents a powerful fusion of heritage, celebrity charisma, and entrepreneurial innovation, set to redefine India’s premium and luxury spirits market. As Radico Khaitan leverages its production and distribution strength alongside the creative branding and strategic insights of Shah Rukh Khan, Aryan Khan, and Nikhil Kamath, consumers can anticipate a new benchmark in luxury alcohol offerings that blends global sophistication with cultural resonance.
Sources: Reuters, The Hindu Businessline
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