Clash of Spirits and Sentiments! Radico Khaitan's 'Trikal' Liquor Stirs Up Religious Storm, Check

Radico Khaitan recently launched a whisky called Trikal, which has provoked intense religious backlash across India. Hindu leaders argue that the name disrespects Lord Shiva's core sacred identity and cherished tradition.

Furthermore, religious gurus stated that this branding choice deeply hurt Hindu beliefs and must be corrected immediately. However, the Trikal controversy highlights the potent influence of public faith in modern business and marketing strategies across sectors today.

Religious Leaders Decry Name “Trikal” as Disrespectful to Hindu Beliefs

On 28 May 2025, Exchange4Media reported that experts criticized Radico Khaitan’s new whisky, Trikal, saying the name hurt religious sentiments. They warned that linking liquor with the sacred Hindu concept of Lord Shiva’s identity was inappropriate.

Vinod Bansal of the Vishwa Hindu Parishad (VHP) called the use of “Trikal” as a liquor brand name shameful and disrespectful to Hindu beliefs worldwide. He urged Indian brands to show restraint. BJP MP Praveen Khandelwal demanded the immediate renaming of products using religious names.

Mahant Vishal Das Maharaj and Swami Shaileshanand Giri Maharaj said naming liquor after Trikal violates Sanatan Dharma and asked companies to run completely simultaneously. They insisted that brands respect values and avoid solely using names that resemble a deity for alcohol.

Hindu Organizations Demand Immediate Renaming of Alcohol Brand

Religious gurus and Hindu community organisations united to demand that Radico Khaitan change the Trikal name immediately. They demanded a new title, as the ‘Trikal' name on a liquor shows disrespects Lord Shiva's stature and causes serious worshipper offence. 

Moreover, Sanatan Dharam groups called for legal action if Radico Khaitan did not withdraw the brand from sale. These organisations urged the government to investigate this disrespectful global marketing practice immediately. 

They warned that ignoring these Hindu demands could harm the company's reputation and invite wider protests.

Company Faces Backlash Amid Calls for Cultural Sensitivity

Meanwhile, Radico Khaitan's share price dipped by fifty paise after the Trikal controversy erupted. Branding experts cautioned that the backlash might damage long-term brand equity and reduce customer trust. 

Legal advisers also noted possible lawsuits and regulatory hurdles if the company ignores public religious protests. Retailers in key markets suspended orders until Radico Khaitan publicly clarified its stance. However, the company has not released any official public statement addressing the growing brand uproar. 

Companies in India must honour cultural sentiments to prevent such controversies and sustain public trust. Failure to respect Hindu beliefs could erode brand value and damage long-term business prospects.