Radico Khaitan Ltd., one of India’s leading homegrown alco-bev companies, has launched The Spirit of Kashmyr, marking its bold entry into the luxury vodka segment. This premium offering is a tribute to the enduring charm and cultural richness of Kashmir, beginning its journey in Uttar Pradesh before expanding to key markets such as Goa and Maharashtra.
This debut signals a key milestone in Radico Khaitan’s premiumisation strategy, where craftsmanship, heritage, and innovation converge. Drawing inspiration from the serene landscapes of Kashmir, The Spirit of Kashmyr is more than a vodka — it’s an immersive experience. The brand introduces two refined variants: Indian Natural Vodka and Indian Saffron Vodka. Each variant is thoughtfully crafted to embody the purity, depth, and heritage of the Kashmir valley.
Abhishek Khaitan, Managing Director, Radico Khaitan, commented, “The Spirit of Kashmyr represents a significant leap in our journey toward premiumisation. As India’s largest vodka producers, we bring unmatched category expertise and an evolved understanding of consumer aspirations. This luxury vodka embodies our vision of creating globally benchmarked brands rooted in Indian identity and tradition.”
At the core of The Spirit of Kashmyr is Pampore saffron — a rare, regal ingredient steeped in history and once exclusive to royalty. Combined with glacier-fed Himalayan spring water and native grains, the result is a vodka of exceptional clarity, softness, and character. The product's design elevates the experience further: the bottle is a tribute to the natural beauty of Kashmir, with artwork that reflects snow-covered peaks and delicate saffron blossoms. A finely crafted crystal-clear cork tops off the aesthetic, echoing the purity of mountain springs and making each bottle a collectible showpiece.
Amar Sinha, Chief Operating Officer at Radico Khaitan, added, “The Spirit of Kashmyr is a heartfelt homage to Bharat’s soul — a civilisation rich in knowledge, heritage, and beauty. With over 60% market share in the vodka category, we’re proud to lead India’s foray into luxury spirits. This launch is more than a product expansion — it’s a redefinition of the vodka landscape in India.”
As India’s first homegrown luxury vodka, The Spirit of Kashmyr fills a distinct gap in the market by offering a premium, culturally resonant experience. Priced at ?3,000 for the saffron variant and ?2,500 for the natural variant in Uttar Pradesh, the brand also offers a 180 ml pack priced at ?740 and ?620, respectively — making Indian luxury more accessible.
To support the launch, Radico Khaitan is rolling out an integrated national campaign blending evocative visuals, compelling storytelling, and on-ground experiences. The campaign is crafted to highlight the brand’s cultural depth and usher in a new era of Indian luxury — rooted in tradition, and elevated for the world.