Music artist and entrepreneur Badshah has announced the launch of Shelter 6, a new vodka developed in collaboration with Cartel Bros, known for earlier projects including The Glenwalk and The GlenJourneys with actors Sanjay Dutt and Ajay Devgan. The brand positions Shelter 6 as a space that encourages expression, individuality and inclusion.
Shelter 6 is distilled six times in Russia and features a metallic bottle design. According to the creators, the product is intended to appeal to a younger audience that values creativity and contemporary aesthetics. The name represents a sense of belonging and openness, reflecting the themes the founders aim to associate with the brand.
The company has outlined plans to enter the Maharashtra and Goa markets in November 2025. It is targeting a 25% share of India’s vodka segment and a projected valuation of ₹700 crore over the next three years. The founders describe Shelter 6 as a product built on collaborative inputs, with Badshah contributing to naming, design and visual identity.
Co-founder Mokksh Sani stated that the project marks a new direction for Cartel Bros as they look to connect craftsmanship with cultural relevance. The vodka will be introduced in major markets starting November 2025, with flavoured variants planned for release the following year.