Radico Khaitan Launches ‘The Spirit of Kashmyr’ Luxury Vodka, Redefining the Indian Alcobev Market

Radico Khaitan has launched The Spirit of Kashmyr in Uttar Pradesh, marking a key step in its premiumization strategy, with plans for expansion to Goa, Maharashtra, and more.

Premium Vodka with a Rich Heritage

The Spirit of Kashmyr offers two exceptional variants: Indian Natural Vodka and Indian Saffron Vodka. These variants showcase India’s rich heritage by using traditional ingredients that bring authenticity and luxury to the vodka category. The Pampore saffron, sourced from the historic region of Kashmir, and Himalayan spring water are key elements that make this vodka truly special. The Himalayan grains further add a smooth texture to the spirit, providing a luxurious drinking experience.

Abhishek Khaitan, Managing Director of Radico Khaitan, expressed the company’s commitment to creating world-class brands:
“With The Spirit of Kashmyr, we mark a pivotal milestone in Radico Khaitan’s premiumization journey. As India’s largest vodka makers, we bring deep category expertise and a nuanced appreciation of luxury. This vodka aims to become a leading global brand, redefining the Indian alcobev landscape through innovation and excellence.

A Unique Vodka Inspired by Kashmir

The bottle design of The Spirit of Kashmyr is a visual tribute to Kashmir’s breathtaking landscape. The design features the majestic Himalayan peaks and vibrant saffron flowers, alongside a unique clear cork symbolizing mountain springs. The packaging reflects both the natural beauty and rich cultural heritage of Kashmir, tying the product back to its roots in an authentic, luxury-driven way.

Amar Sinha, Chief Operating Officer at Radico Khaitan, further emphasized the significance of the brand:
“The Spirit of Kashmyr is a proud tribute to the soul of Bharat, crafted from the rare saffron of Pampore and pristine spring waters of the Himalayas. With over 60% market share in the vodka segment, we’re leading from the front in the alcobev market. This launch sets new benchmarks for luxury vodka.”

Luxury Vodka for the Modern Indian Consumer

Priced at Rs. 3000 for the saffron variant and Rs. 2500 for the natural variant, The Spirit of Kashmyr is positioned as a premium product in India. To cater to different consumer preferences, the vodka is also available in smaller 180 ml packs priced at Rs. 740 and Rs. 620, respectively.

This new vodka will be marketed through a nationwide integrated campaign that includes digital platforms and on-ground activations. The Spirit of Kashmyr targets luxury consumers in India, offering high-quality vodka with a strong cultural connection.

Looking to the Future

With this launch, Radico Khaitan strengthens its position in the Indian alcobev market, offering The Spirit of Kashmyr as a luxurious vodka that celebrates India’s heritage and craftsmanship.