Radico Khaitan has promoted Sudhir Upadhyay as Chief Sales Officer and Kunal Madan as Chief Marketing Officer, in its bid to internally cultivate leadership as it prepares for its next growth phase. Upadhyay, who brings more than 25 years of industry experience and previously served as National Sales Head, will now spearhead distribution expansion and execution across markets. Madan, a 20- year veteran in global sales and marketing, will steer brand strategy and the company’s premium portfolio push, including travel retail. Managing Director Abhishek Khaitan said the move reflects a core philosophy: leadership is best grown, not hired. He emphasised that empowering internal talent strengthens institutional continuity while ensuring the company stays agile and globally competitive. The reshaped leadership bench also marks a transition with Amar Sinha, Chief Operating Officer, moving to a different company. Khaitan acknowledged his contributions, calling his tenure instrumental in strengthening the company’s trajectory. To bolster its premium on-trade presence, Radico had last year brought in Ajay Kakkar, a distribution specialist with over two decades of experience across modern and institutional channels.
In one of the most talked-about leadership changes in India’s spirits sector this year, Amar Sinha, Chief Operating Officer of Radico Khaitan Limited has moved after nearly a decade at the helm of operations and joined Allied Blenders & Distillers (ABD) as their new Managing Director in a senior leadership role. Our sources confirmed the move and this also marks a significant talent shift at a time of heightened competition and strategic repositioning across the Indian alcoholic beverages market.
Sinha’s departureconcludes a tenure during which Radico navigated a major premiumisation drive, expanding its branded portfolio and market footprint. Radico’s market capitalisation in the past decade has increased from around ₹1,600 crore at the start of his tenure to nearly ₹40,000 crore, as it sharpened focus on high-growth segments of whisky, vodka, rum and brandy. Sinha states that his decision was ‘purely personal’.
Sinha’s move to ABD also signals the growing ambition of the Mumbai-headquartered listed spirits company – best known for its flagship Officer’s Choice whisky and growing global distribution network. This naturally is a strategic move with ABD actively seeking experienced leadership to bolster its premium portfolio and market execution at a time when competitive intensity in both domestic and international segments is rising.
Radico Khaitan, one of India’s oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) has also made its own changes at the top. They’ve promoted Kunal Madan as the CMO and Sudhir Upadhay as the Chief Sales Office. The company also recently launched Rampur Virasat Whisky and today boasts a diversified portfolio that includes brands such as 8 PM Whisky, Magic Moments Vodka, Morpheus Brandy and Rampur Indian Single Malt.
The transition underscores the dynamic talent flows in India’s alco-bev sector amid ongoing premiumisation, brand innovation and consolidation. For Radico, the challenge will be to sustain momentum with newly elevated internal leaders; for ABD, Sinha’s appointment brings fresh operational heft as it seeks to scale further.
After a strong start in Uttar Pradesh, Rajasthan and Delhi, Radico Khaitan is all set to launch Morpheus Whisky to four new key markets, Karnataka, Haryana, Goa and West Bengal.
Radico Khaitan is expanding the footprint of its newly launched Morpheus Whisky in the Super-Premium segment across the country from Karnataka in South, Goa in West and West Bengal in East.
Morpheus was launched earlier this year as Radico Khaitan’s first-ever foray into the super-premium whisky segment. Radico Khaitan now aims to have a presence in more than 12 states by the end of FY 2026.
Speaking about the expansion, Abhishek Khaitan, Managing Director, Radico Khaitan Ltd., said, “India’s whisky market is evolving rapidly, with consumers increasingly seeking premium experiences that combine craftsmanship with character. Morpheus symbolises our commitment to shaping this next phase of growth. We are truly humbled by the love and enthusiasm Morpheus has received since its launch. The response has re-emphasised our belief that Indian consumers are ready to embrace a new standard of luxury in whisky.”
Adding to this, Amar Sinha, Chief Operating Officer, Radico Khaitan, shared, “Morpheus reflects our vision to lead India’s next phase of premiumisation. The early success of the brand highlights a growing demand for well-crafted, super-premium offerings that connect with consumers on both quality and emotion. With the kind of momentum we have witnessed, we are delighted to bring Morpheus to new markets as we continue to strengthen our presence across the country.”
Crafted with imported Scotch Malts and fine Indian grain spirits, and aged in bourbon barrels, Morpheus Super Premium Whisky offers a smooth, sophisticated taste with a distinct fruity and floral flair. Inspired by Morpheus, the Greek God of Dreams, the brand celebrates ambition, individuality and transformation, encouraging consumers to embrace their journey through its philosophy of “Be Your Dream”.
Reflecting the same thought in its design, the sleek bottle combines elegance with ease of handling, while the embossed Morpheus name on both sides creates a rich, tactile experience. The label, detailed with gold foiling at the base, symbolises the many layers within each individual that unfold over time, a beautiful metaphor for personal growth and discovery.
Further elevating its appeal is a Limited Collector’s Edition Pack, which features an exclusive gift box containing a premium hip flask and four coasters, making it an ideal choice for gifting or collecting during the festive season. Morpheus Super Premium Whisky is available in 750 ml, 375 ml, 180 ml, 90 ml and 60 ml SKUs, with 750 ml Bottle priced at Rs. 1190 in UP, Rs. 1400 in Rajasthan and Rs. 1100 in Delhi. For the upcoming new markets, a 750 ml Bottle of Morpheus Whisky will be priced around Rs. 1830 in Karnataka, Rs. 900 in Haryana, Rs. 900 in Goa, and Rs. 1400 in West Bengal. It is currently available in over 90% of A and B category outlets across existing markets of UP, Rajasthan and Delhi.
After reviewing The Spirit of Kashmyr plain vodka, today we’re diving into its saffron-infused variant. And just to be clear – this isn’t saffron flavoured vodka, it’s saffron infused, crafted to capture the delicate aroma of the spice.
Before you continue reading this I’d recommend checking out my review of the plain vodka, since both share several similarities, except for one key difference in distillation.
Price & Availability
This saffron vodka is produced by Radico Khaitan – India’s largest vodka maker and a 750 ml bottle is priced at ₹3,000 in Uttar Pradesh, with an ABV of 37.5%, slightly lower than the plain vodka’s 42.8%. It’s now also available in Maharashtra at Rs. 4,000 and Rs. 3,300 and Goa, with more states to follow soon.
What Makes It Special
Like the original, the saffron variant is made from premium Basmati rice and pure Himalayan Spring water. The saffron infusion elevates it into a more premium offering, and given the ₹3,000 tag in UP, one can expect even higher pricing across other states.
The bottle proudly features the Crocus sativus flower – the saffron crocus – sourced from Pampore in Jammu & Kashmir, a region famed for producing some of the world’s finest saffron.
The Name & Tribute
As I mentioned in my earlier review, The Spirit of Kashmyr Vodka’s are Radico’s homage to the Kashmir region – and celebrating its natural beauty and cultural heritage.
Packaging
The saffron edition mirrors the vibrant design language of the plain variant, this time in deep maroon-red hues. The bottle highlights the saffron flower, with “Indian Saffron Vodka” boldly printed across. The design draws inspiration from Kashmir’s landscapes – snow-capped peaks, saffron blooms, and a crystal-clear cork shaped to reflect mountain springs. The two-tone aesthetic adds a premium feel.
Also it mentions clearly on the bottle as well that there are no added flavours to this.
How it’s Made
Produced at Radico’s flagship Rampur Distillery, the saffron vodka follows the same meticulous process as the plain variant. It begins with multiple column distillations for a high-purity spirit. The saffron is then infused post the first distillation – adding subtle warmth without overpowering the base.
The spirit is further distilled slowly in copper pot stills for depth and smoothness, before being polished through silver, platinum and diamond-coated filters. The result is a crystal-clear vodka with remarkable finesse.
The creation is also overseen by Anup Barik, Radico’s renowned Master Blender, who has shaped number of products for them.
Nosing
Warm, floral notes
Light saffron spice
Refined and smooth
Tasting
Silky/creamy on the palate
Mild Spicy bite
mild honey-like sweetness
Long finish
Conclusion
This vodka is a bold step in Radico’s push into the premium space, following the success of Jaisalmer Gin and their luxury whiskies. The spirit itself is well-crafted and unique, but the challenge lies in pricing.
At ₹3,000 in UP (and likely higher elsewhere), it enters the territory of popular products like Grey Goose, Ketel One and Absolut. Whether it can carve its niche in that crowd will be interesting to watch. But as a product it is pretty good and surely something that you should try once.
What comes to your mind when you think about Kashmir? Snow-capped valleys, crystal-clear Himalayan waters or something else? Radico Khaitan wants to bottle that very essence in their latest creation – The Spirit of Kashmyr Vodka. Yes, this is the same Radico Khaitan that recently invested in Shah Rukh and Aryan Khan’s spirit’s venture and this time they are bringing two variants of this vodka – Natural (Classic) and Saffron.
Price & Availability
The Spirit of Kashmyr is priced at ₹2,500 in Uttar Pradesh for a 750ml bottle with an ABV of 42.8%. It’s is now also launched in Maharashtra for Rs. 3500 in Maharashtra and Rs. 2,800 in Goa, with more markets to follow soon. Made from premium Basmati rice and Himalayan Spring water, it clearly aims for the luxury segment. That’s a smart move, considering the regular vodka category in India has been flat, while flavoured vodkas are seeing growth.
The Name
The name draws from the rich culture and natural beauty of Kashmir. But don’t confuse it with Cashmir vodka by Piccadilly, which is made from winter wheat. Honestly we are loving the whole emerging Kashmir vodka vibe from Indian makers – it feels fresh and distinctive.
How It’s Made
Crafted at Radico’s flagship Rampur Distillery, Kashmyr is a small-batch, grain-based vodka. The process starts with multiple column distillations for a high-purity neutral spirit, followed by slow copper pot distillation for added smoothness and character. Finally, it’s polished through silver, platinum and diamond-coated filters for a clean, refined finish. The result? Crystal-clear vodka with refined smoothness. Credit for the blend goes to Master Blender Anup Barik, known for several standout Radico creations.
Packaging:
Now let’s look at the packaging. Vodka’s usually feature vibrant packaging, unlike whiskies and malts.
And I must add this possibly is one of the most vibrant I’ve seen. It features the Saffron Crocus flower, which is used for making saffron and in India – this flower is exclusively available in Kashmir and the bottle design features visuals inspired by Kashmir’s landscape, including Himalayan peaks and saffron flowers. It includes a clear cork designed to resemble mountain springs. I love the two-tone colour as well.
Nosing:
This is a natural vodka – which means no added infusions
Hints of vanilla and sweetness
Even with 42.8% ABV it doesn’t hit you hard, which means it is refined.
Tasting:
Creamy and smooth, with faint hints of grain
Slight bite of spice
Medium finish with warmness in the mouth
Conclusion:
So how is the Spirit of Kashmyr Natural Vodka? It is smooth and interesting. Radico is trying to target a premium product segment by paying homage to Kashmir. And with this vodka they are looking to bring their own twist to the segment. If you like Vodka’s then this is surely a try once atleast. And then you can decide if this deserves a place in your shelve.
In 2022, Aryan Khan and Bunty Singh had launched luxury apparel and small-batch spirits
Radico Khaitan acquires 47.5% of D’YAVOL for Rs 40 crore
Radico Khaitan, one of India’s largest alcoholic beverage players, and Zerodha co-founder Nikhil Kamath have joined forces with Bollywood icon Shah Rukh Khan and his son Aryan Khan to scale up D’YAVOL Spirits, a luxury alcohol venture set to debut with a high-end tequila.
Launched in 2022 by Aryan Khan and Bunty Singh as a lifestyle label, D’YAVOL first offered luxury apparel and small-batch spirits, later expanding into fashion with D’YAVOL X. The new spirits-focused entity will operate independently under CEO Leti Blagoeva.
The strategic alliance brings together Radico Khaitan’s manufacturing and distribution scale, D’YAVOL’s premium brand positioning, and Kamath’s consumer market expertise. The company will focus on “bottled-in-origin” international products, targeting affluent consumers in India and overseas.
Radico Khaitan has acquired 47.5% of D’YAVOL for Rs 40 crore, making it the largest shareholder. Apart from the Khans, the other founders of D’YAVOL are their friends Harprit Singh and his wife Leti Blagoeva who is the CEO, the total holding comes to 47.5%. Nikhil Kamath has invested 5% in D’YAVOL Spirits.
“With D’YAVOL Spirits, we are entering a bold new chapter—merging our blending, marketing, and distribution strengths with the charisma of Shah Rukh Khan, the entrepreneurial vision of Aryan Khan, and Nikhil Kamath’s disruptive approach,” said Abhishek Khaitan, MD, Radico Khaitan. “This is a long-term investment that aligns with our growth strategy while opening new avenues in luxury spirits.”
Khaitan added that Radico had no plans to enter tequila, “but when conversations happened with Shah Rukh… and when we saw the product created by them, we decided to partner with them.”
The first product, a premium tequila, is expected to hit the market within months, possibly before the fiscal year ends. Over time, the portfolio will expand to include more internationally sourced, high-end spirits.
Shah Rukh Khan said, “Every great idea needs the right energy behind it. With Abhishek’s experience, Nikhil’s passion, and our creative instinct at D’YAVOL, we are building something bold, relevant, and future-facing.”
India’s alcoholic beverage market is steadily moving upmarket, fueled by rising incomes and evolving tastes. Industry leaders are increasingly investing in design, provenance, and global appeal to capture the growing premium segment.
Radico Khaitan—known for Rampur Indian Single Malt and Magic Moments Vodka—has been expanding globally. The company says D’YAVOL Spirits will run alongside its existing portfolio, aiming squarely at younger, aspirational consumers.
Radico Khaitan has announced its entry into the luxury vodka segment with the launch of ‘The Spirit of Kashmyr’. Having established itself in the premium whisky segment, Radico Khaitan now broadens its focus with an entry into high-end vodka.
Drawing inspiration from the cultural richness and natural heritage of Kashmir, the new vodka positions itself in the top-end of the Indian vodka category. The Spirit of Kashmyr is a small-batch, grain-based vodka distilled five times and charcoal-filtered for clarity. According to Radico -what sets it apart is its visual and vibrant packaging, a floral motif rendered in papier-mâché style, influenced by the artisanal legacy of Kashmir.
Available in two variants — Natural (Classic) and Saffron — the vodka is currently being introduced in select markets including Goa, followed by other key states in the coming months. Priced at ₹2,500 for a 750 ml bottle in Goa, the brand will be competing in the luxury tier, where vodka consumption in India has seen growing interest among urban consumers.This launch is in line with a broader trend of Indian players tapping into the country’s own cultural narratives to build globally relevant premium brands. With The Spirit of Kashmyr, Rooted in Indian heritage, the launch reflects a growing focus on blending premium craft with cultural authenticity.
Rampur Jugalbandi #6, a limited edition Indian whisky has been named ‘Best World Single Malt’ at the 2025 John Barleycorn Awards held in the United States. The John Barleycorn awards are considered one of the most prestigious events in the global spirits world, and are judged by seasoned writers and industry experts.
Aside from this recently launched single-malt, two other Indian whiskies have also bagged awards for ‘Double Gold’ and ‘Gold in the Indian Single Malt Whisky – Tokaji Finish category’, respectively. Rampur Select secured a Double Gold, while Jugalbandi #5 earned Gold in the Indian Single Malt – Tokaji Finish category.
The Rampur Jugalbandi #6 is aged in rare Madeira casks in the north Indian climate, to attain the classic characteristics of the Rampur Single Malt whiskies.
Taste
The Jugalbandi series, #6, carries a pleasing aroma of floral and citrus notes, with a medley of fruits and caramelised pineapple and apricot on the palette. The alcohol by volume is 55.8 per cent.
Currently, this limited-edition Indian whisky is available in the Ospree Duty Free at Terminal 2 of Chhatrapati Shivaji Maharaj International Airport, Mumbai, and the duty-free at Terminal 3 of Delhi’s Indira Gandhi International Airport.
Rampur Select was awarded Double Gold for its signature smoothness and fruit-forward character. It is priced Rs. 12,500 for a 750 ml bottle. The blend is aged in the foothills of the Himalayas and is described as the ‘Kohinoor of Single Malts’ by the brand. Rampur Jugalbandi #5 received a Gold for its elegant and experimental cask finish and is matured first in American Bourbon barrels and then Tokaji wine casks, which infuses the liquid with fruity, floral and honeyed notes. The official MRP has not been disclosed.
Radico Khaitan Ltd. recently announced the launch of Morpheus Rare Luxury Whisky in the Uttar Pradesh market. With this strategic rollout, the company expands its premium portfolio, eyeing the 18+ million cases segment.
A specially designed Collector’s Edition Pack will accompany the launch. This limited-edition pack comprises of a 750ml whisky bottle in an exclusive gift box containing branded bar collectibles with a beautifully inscribed brand story. The first 12 customers of Morpheus Whisky in each premium outlet will have the privilege of owning this special pack.
Uttar Pradesh, being a key market for Radico’s domestic whisky portfolio, the premium whisky segment is witnessing significantly faster growth. This strong momentum makes UP a vital state in Radico’s premiumisation strategy.
Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd. stated, “The launch of Morpheus Rare Luxury Whisky in Uttar Pradesh is both a strategic and a symbolic milestone for Radico Khaitan. Introducing the new brands to this dynamic state reflects our continued commitment to elevating consumer experiences through innovation, quality, and legacy. We believe Morpheus will not only deepen our connect with aspirational consumers, but also reinforce our leadership in India’s evolving premium spirits landscape.”
Commenting on the launch, Sudhir Upadhyay, Executive Vice President, Radico Khaitan Ltd., said, “Uttar Pradesh remains one of our most strategically important markets, contributing a significant growth to Radico Khaitan’s domestic volumes. With Morpheus Whisky, we are not only strengthening our presence, but also aiming to increase our share in UP’s evolving spirits landscape. This launch is a bold step in our journey to lead the premiumisation wave and redefine consumer expectations in one of India’s most influential markets.”
Crafted with imported Scotch malts and fine Indian grain spirits, this new whisky is aged in Bourbon Barrels and delivers a signature fruity-floral flair & smooth sophistication. Positioned as “The Spirit of Dreams”, Morpheus is crafted to resonate with discerning consumers who dream beyond the ordinary.
Morpheus Super Premium Whisky is priced at ₹1190 for a 750 ml bottle in Uttar Pradesh. The product will also be available in pack sizes of 375 ml, 180 ml and 90 ml in UP.
Radico Khaitan expects sales of ₹500 crore from its luxury brands in the next fiscal, according to its Managing Director Abhishek Khaitan. The premium brands are the famous Indian single malt ‘Rampur’ and the artisanal gin Jaisalmer Indian craft gin. The company has plans to add to more brands in the next fiscal.
The company has been experiencing robust sales and expects 8 to 9% growth in volumes and by 12 to 15% in terms of value. The prestige and above segments have been registering double digit growth and the company expects to close in the same range of about 15%.
Radico Khaitan’s luxury portfolio consists of Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, Sangam World Malt and Spirit of Victory 1999 Pure Malt. “For the first time in Q3 (December quarter) we achieved a turnover of ₹100 crore (from premium) and for the nine months of FY’24, we have achieved ₹250 crore (turnover). We are very confident that for FY’26, Radico Khaitan should achieve ₹500 crore of turnover, just for the luxury segment only,” said Khaitan.
