New Delhi: Indian liquor company Radico Khaitan on Wednesday announced the withdrawal of its whiskey brand ‘Trikal’ following concerns over its name. In a statement, the official spokesperson of Radico Khaitan said, “The name ‘Trikal’ comes from Sanskrit and means ‘three times’, past, present and future. It reflects our belief in honouring India’s heritage while embracing innovation. ‘Trikal’ is a tribute to Indian craftsmanship and the soul of our culture. As a responsible company, we have decided to withdraw the brand after an internal review. This is a gesture of respect and our commitment to the sentiments of our people and country.”
Radico Khaitan is one of the biggest Indian-made foreign liquor (IMFL) companies. It is known for popular brands like Magic Moments, Morpheus, 8PM, Royal Rajasthan and Jaisalmer. The company has also earned a name in international markets.
The concern began after a report claimed that the whiskey’s name Trikal hurted religious sentiments as it was linked to Lord Shiva, who is also known as “Trikaleshwar”. Some religious leaders and political groups expressed concern, saying the name was disrespectful.
However, several Hindu influencers came out in support of Radico Khaitan. They said the name simply means time in Sanskrit and has no religious connotation. “Trikal means past, present, and future, linked to time, not religion,” one user wrote on social media. Another added, “Is this even necessary? Trikal refers to time or even parts of the day like morning, afternoon and evening.”
However, the company chose to withdraw the brand, stating that the decision was made out of respect and sensitivity.
