Launch begins in Uttar Pradesh, with expansion planned for Goa, Maharashtra, and beyond.
Radico Khaitan, one of India’s leading alcobev companies, has announced its entry into the luxury vodka segment with the launch of The Spirit of Kashmyr. The rollout begins in Uttar Pradesh and will soon extend to Goa, Maharashtra, and other key markets. The launch reflects the company’s ongoing focus on premiumisation within its product portfolio.
The new brand introduces two distinct variants-Indian Natural Vodka and Indian Saffron Vodka. Both are crafted with ingredients that celebrate India’s rich heritage, including Pampore saffron, glacier-fed Himalayan spring water, and Himalayan grains. The bottle design is inspired by the Kashmiri landscape, featuring saffron motifs, Himalayan peaks, and a unique clear cork shaped to resemble a mountain spring.
“This launch marks a pivotal milestone in our premiumisation journey,” said Abhishek Khaitan, Managing Director, Radico Khaitan. “We are blending our deep category expertise with luxury craftsmanship to build a globally benchmarked brand that resonates with modern consumers while honouring Indian traditions.”
Amar Sinha, Chief Operating Officer, added, “The Spirit of Kashmyr is a tribute to the soul of Bharat-a reflection of our roots, culture, and pride. With over 60% market share in vodka, we aim to set new standards in the luxury segment.”
Priced at ₹3,000 for the saffron variant and ₹2,500 for the natural variant (in UP), the product also comes in 180 ml packs at ₹740 and ₹620, respectively. A nationwide integrated campaign-spanning digital and on-ground activations-will support the launch.
