MUMBAI: Celebrating Kashmir, Radico Khaitan a homegrown alcobev company has announced the launch of The Spirit of Kashmyr, a true luxury vodka. The roll out begins in Uttar Pradesh, followed by Goa, Maharashtra and other key markets across the country. The company looks to strengthen its premiumisation journey, blending tradition, elegance, and contemporary craftsmanship.
To bring this story to life, The Spirit of Kashmyr will be launched with a nationwide integrated campaign that looks to capture the brand’s essence. From digital to on-ground activations, the campaign is designed to celebrate India’s timeless heritage and introduce a new era of luxury, born of the land, and elevated for the world.
Inspired by the soul of Kashmir and infused with its rarest treasures, The Spirit of Kashmyr is more than a spirit, it is an experience drawn from the snow-kissed landscapes of the valley, the regal warmth of Pampore saffron, and the poetic stillness of Dal Lake at dawn. The brand introduces two variants – Indian Natural Vodka and Indian Saffron Vodka, each crafted to reflect the purity, depth, and heritage of its origin.
Abhishek Khaitan, MD, Radico Khaitan said, “With the Spirit of Kashmyr, we mark a pivotal milestone in Radico Khaitan’s premiumisation journey. As India’s largest vodka makers, we bring deep category expertise and an unparalleled understanding of the craft. Coupled with our nuanced appreciation of luxury, we are well positioned to build brands that are elevated, authentic, and globally benchmarked.
“This launch reflects our confidence and commitment to creating world-class brands that celebrate India’s rich heritage while resonating deeply with the evolving tastes of modern consumers. This vodka is created with an aspiration to transform into a leading global brand. It is a step forward that aligns perfectly with our long-term vision to redefine the Indian alcobev landscape through innovation, excellence, and distinction.”
At the heart of this luxury vodka lies Pampore saffron, an ingredient as rare as it is regal, steeped in centuries of Indian heritage and once reserved for royalty. Today, that timeless essence has been captured in a spirit that invites you to sip, reflect, and connect, with both self and soil. Every element has been selected to honour the land it draws from explains the company.
The glacier-fed Himalayan Spring water, untouched and pristine, brings unparalleled clarity, while Himalayan grains lend a delicate softness and rich body. Adding to its allure is the bottle itself, a visual ode to Kashmir’s natural splendour. The bottle looks to capture the charm of Kashmir’s changing skies.
The Spirit of Kashmyr aims to embody the essence of Bharat’s heritage, the foundation upon which its spirit was built.
Amar Sinha, COO Radico Khaitan stated, “The Spirit of Kashmyr is a proud tribute to the soul of Bharat, a land where civilisation was born, where knowledge and beauty have thrived for over 5,000 years. Crafted from the rare saffron of Pampore and the pristine spring waters of the Himalayas, this vodka carries the essence of Kashmir, our crown, our pride, our heritage.
“With over 60% market share in the vodka segment, we are proud to lead from the front. With this foray into luxury vodka, we are not just expanding our portfolio, we are poised to set new benchmarks in the category. This is our most heartfelt salute to the spirit of a nation that stands tall in its roots and richer in its identity.”
The aim is to meet the rising demand for premium, culturally rooted experiences. Priced at Rs. 3000 and 2500, respectively, for the saffron and natural variant, in Uttar Pradesh, the product is also available in a convenient 180 ml pack size at Rs. 740 and Rs. 620, bringing a taste of Indian elegance to a wider audience.
