In what was meant to be a smooth launch of an even smoother whisky, Radico Khaitan’s newest premium brand Trikal has found itself sobering up in the centre of a fiery cultural debate. While the company expected cheers, they got chants. While marketers celebrated “bold Indian aesthetics,” saints raised eyebrows and flags.
Because apparently, in India 2025, even your Friday night drink can spark a dharam sankat.
Meet Radico Khaitan: Makers of Booze and, Apparently, Buzz
Radico Khaitan isn’t new to the liquor game. They’re among India’s oldest and most established alcohol manufacturers, with brands like Magic Moments, 8PM Whisky, After Dark, and Rampur Indian Single Malt making their way into parties, parliaments, and pan-stained liquor shops across the nation.
Their latest offering, Trikal, was meant to be a game-changer in the premium Indian whisky segment—targeting not just the palate but also the patriotism of the modern Indian drinker.
Instead, it seems to have uncorked a whole new level of controversy.
What Is Trikal, and Why Does It Look Like It Knows Your Kundli?
Trikal is marketed as “India’s first indigenously crafted luxury blend” that embodies the essence of past, present and future (that’s literally what Trikal means in Sanskrit).
The packaging features bold geometric faces with piercing golden eyes, mandala-like symmetry, and Sanskrit typography. The vibe? Somewhere between high-art deco, Vedic philosophy, and your yoga teacher’s Instagram aesthetic after three bhang shots.
And here lies the controversy.
Because while designers call it “inspired by Indian roots,” several Hindu religious leaders—particularly seers and saints from Ayodhya and Haridwar—claim it appears to depict Hindu deities and religious symbolism.
Specifically:
- The face on the bottle: Allegedly resembles depictions of divine forms seen in temples.
- The color scheme: Predominantly saffron and gold—long associated with holiness, not highballs.
- The font: Sanskrit-script-like text reading “त्रिकाल” is seen by many as mimicking sacred mantras and temple signage.
What Exactly Happened with Radico Khaitan’s Trikal?
It started with a few murmurs on social media—one saint claiming he was “deeply disturbed” by a whisky bottle that “looked more like it belonged in a mandir than a minibar.”
By Day 2, prominent spiritual leaders were holding press conferences.
By Day 3, hashtags like #BoycottTrikal, #RadicoHurtsHinduSentiment, and #SaffronInScotch were trending.
By Day 5, Radico Khaitan’s share price dropped nearly 7%.
And somewhere between Day 6 and 7, news anchors were pointing dramatically at floating images of whisky bottles during primetime as panelists yelled “culture ka apmaan” and “brand marketing ka dhong.”
Religious Leaders Say: “Bhagwan on Bottle? Absolutely Not”
Several saints—especially those linked with the Ayodhya Ram Mandir campaign—voiced strong objections:
“You cannot turn gods into logos for your liquor,” said Mahant Brijbhushan Das. “This is not branding, it is blasphemy.”
Others questioned how saffron, a sacred colour in Hinduism, could be used so casually in a commercial alcohol product. One saint even demanded a ban under the Prevention of Insults to Religion Act.
Another, wielding a printout of the label during a press conference, dramatically declared:
“If this is not a god, why is he staring into my soul?”
(For the record: it’s just a very symmetrical design with sharp cheekbones.)
What Radico Khaitan Said: “It’s Not Religious, It’s Regal”
In a carefully worded statement, Radico Khaitan clarified:
“Trikal is a tribute to India’s cultural legacy and timelessness. The imagery represents the passage of time, not any deity.”
They also categorically denied using any religious iconography or references and maintained that the design was created by an international agency that specializes in luxury branding, not religious reinterpretation.
Unofficially though, one insider from the marketing team allegedly muttered:
“We thought it looked classy, not… controversial.”
Oops.
The Market Response: Faith Shakes Finance
As soon as the controversy gained traction:
- Radico Khaitan shares took a hit on the Bombay Stock Exchange, sliding nearly 7% in just two trading sessions.
- Investors started to worry: not about divine punishment, but brand damage.
- Competitors either stayed silent or sipped their own drinks while watching the drama unfold.
Financial analysts are now worried the controversy could hurt the brand’s premium positioning—particularly as Trikal was meant to take on international luxury brands.
But one Twitter user summed up the situation best:
“Tried to launch a spirit. Ended up in a spiritual crisis.”
The Internet Reacts: India’s Most Opinionated Focus Group
Predictably, the internet poured itself a large glass of satire:
- “Finally a whisky that knows your janam kundli.”
- “Trikal: For when your karma needs a chaser.”
- “First Ram Mandir, now Rum Mandir?”
- “The only time Hindus and investors were equally angry.”
Meanwhile, meme pages across Instagram are flooded with bottle mockups saying “Made in Devlok” and bar menus listing Prarthana Pegs and Bhakti Blends.
WhatsApp forwards claim the bottle “sings Hanuman Chalisa at 40% alcohol by volume.”
Legal and Political Repercussions?
While no FIR has been lodged as of May 26, 2025, there are murmurs of formal complaints being filed by certain religious organizations.
The National Commission for Culture and Sentiment (NCCS) (not a real body, but definitely sounds like it should exist) has reportedly asked the Ministry of Consumer Affairs to review the design under advertising ethics.
Meanwhile, political parties are divided:
- BJP leaders have called for an “urgent probe into the use of sacred imagery for alcohol.”
- Congress, ironically, has remained mostly silent—likely because someone remembered Indira Gandhi once inaugurated a liquor plant in the ‘70s.
- AAP said: “We only drink truth and serve dharma shots.”
What Happens Now? The Three Timelines of Trikal
As its name suggests, Trikal now faces three possible fates:
- Past (Purv-Kaal): The controversy dies down. Consumers forget. Whisky sales resume, and Radico quietly tweaks the design.
- Present (Vartaman-Kaal): The controversy lingers. The brand faces bans in certain states. Twitter debates continue.
- Future (Bhavishya-Kaal): Radico issues an apology, rebrands the product as Trikona, and releases a new version with a smiling peacock and Sanskrit disclaimers.
In Conclusion: A Label Too Far?
Radico Khaitan’s Trikal was meant to represent India’s past, present, and future. Ironically, it now finds itself stuck in all three at once:
- Past, because it touched on age-old religious sensitivities.
- Present, because it faces backlash in the hyper-aware age of outrage.
- Future, because its fate will determine how future brands blend culture and commerce.
In a country where design can trigger dharnas and typography can spark temple politics, Trikal might just become the case study every marketer studies—and prays to avoid.
As one wag put it:
“Whisky gets better with age. Outrage doesn’t.”
Stay Tuned with The Peak View Stories while we wonder if we should pour a peg or perform a pooja? That decision, dear reader, is yours. Just remember to serve with satire—and maybe skip the Sanskrit next time.
Disclaimer: No deities were harmed in the making of this satire. The Peak View Stories respects all faiths, gods, and well-aged spirits (both divine and distilled). This article is a humorous take on a real news event—if your blood pressure rises faster than Radico’s share price fell, take a deep breath, not legal action. Sip responsibly. Outrage even more so.