Radico Khaitan, one of India’s leading alcoholic beverage companies, has introduced its latest premium offering — The Spirit of Kashmyr — a vodka brand that draws inspiration from the rich cultural and natural heritage of Kashmir. This launch marks a significant step in the company’s ongoing premiumisation strategy, reinforcing its leadership position in India’s vodka segment.
Premium Craftsmanship Meets Indian Heritage
The Spirit of Kashmyr debuts with two luxurious variants:
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Indian Natural Vodka
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Indian Saffron Vodka
What sets these apart is the use of Pampore saffron, Himalayan spring water, and grains sourced from the Himalayas, delivering a smooth, refined texture and rich flavor profile. The saffron, known for its historical and cultural importance, adds a distinctive layer of authenticity to the spirit.
Commenting on the launch, Abhishek Khaitan, Managing Director at Radico Khaitan, stated:
“With The Spirit of Kashmyr, we mark a pivotal milestone in Radico Khaitan’s premiumisation journey. This launch reflects our confidence in crafting globally benchmarked brands that honor India’s heritage while meeting the evolving tastes of modern consumers.”
A Tribute to Kashmir and Indian Craft
The product’s bottle design is deeply inspired by the Kashmir valley, featuring elements like saffron flowers and Himalayan peaks. The clear cork resembles flowing mountain springs, reinforcing the connection to nature and purity.
Amar Sinha, Chief Operating Officer at Radico Khaitan, shared:
“The Spirit of Kashmyr is a proud tribute to the soul of Bharat. Crafted from the rare saffron of Pampore and pristine Himalayan spring waters, it is our most heartfelt salute to India’s spirit—rooted, resilient, and regal.”
Rollout and Pricing Strategy
The brand has initially launched in Uttar Pradesh, with plans to expand into Goa, Maharashtra, and other major markets soon. In Uttar Pradesh, the pricing is set at:
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₹3,000 for the Saffron Vodka (750ml)
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₹2,500 for the Natural Vodka (750ml)
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₹740 and ₹620 respectively for the 180ml packs
A robust nationwide marketing campaign across digital platforms and on-ground activations will accompany the launch, aimed at strengthening brand visibility and consumer engagement.
Setting New Standards in Luxury Vodka
With over 60% market share in India’s vodka category, Radico Khaitan’s foray into the luxury vodka segment signifies its ambition to not just lead but to innovate. The Spirit of Kashmyr combines world-class quality with a celebration of India’s artisanal legacy, poised to captivate both domestic and international consumers.
