Indian whisky giant Radico Khaitan has announced the withdrawal of its recently-launched single malt whisky, Trikal, following a wave of criticism from religious groups and political figures. The company’s decision comes after significant backlash over the brand’s name, which critics argued “hurts” the sentiments of religious communities.
The announcement of Trikal’s withdrawal was made yesterday (May 28) in a BSE filing shared with db. This move highlights the growing sensitivity around branding in India, particularly when it touches upon cultural and religious themes.
Why Trikal Faced Controversy
The core of the controversy lies in the name itself. “Trikal” translates to “three times” in Sanskrit, a term that refers to the past, present, and future. This concept is deeply rooted in Hinduism and is closely associated with Lord Shiva, one of the principal deities in the Hindu pantheon.
Religious organizations and prominent political figures swiftly voiced their disapproval, calling for an immediate change to the whisky’s name. They argued that using a name with such profound religious connotations for an alcoholic beverage was disrespectful and offensive.
Radico Khaitan’s Response: A “Responsible and Sensitive Organisation”
In a statement addressing the issue, Radico Khaitan, known for its established brands like Rampur, Jaisalmer, and 8 PM, stated: “We understand that concerns have been raised regarding the brand name. As a responsible and sensitive organisation, post internal review we have decided to withdraw the brand.”
This swift action by Radico Khaitan demonstrates their commitment to addressing public sentiment and their desire to avoid further controversy. The company’s emphasis on being a “responsible and sensitive organisation” underscores the increasing importance for businesses to navigate cultural and religious landscapes carefully.
Political Figures Weigh In
The backlash extended to the political arena, with figures like Praveen Khandelwal, an MP for India’s ruling BJP political party, publicly condemning the use of religious names for brand promotion. Khandelwal expressed “serious concern” over companies adopting such names and demanded their immediate alteration.
He further elaborated on the significance of respecting cultural heritage, stating, “any name connected to our culture and heritage deserves respect, and using it in a disrespectful manner is deeply embarrassing for all of us.” His comments reflect a broader sentiment within certain segments of Indian society regarding the sanctity of religious and cultural symbols.
Lessons for Branding in India
The Radico Khaitan Trikal incident serves as a significant case study for brands operating in India. It underscores the critical need for thorough cultural and religious sensitivity checks during the branding and naming process. While a unique or evocative name can be a marketing asset, a misstep can lead to widespread public disapproval, brand damage, and costly withdrawals.
As companies continue to innovate and expand in diverse markets, understanding and respecting local sentiments, particularly those deeply intertwined with religious and cultural beliefs, will be paramount to their success. Radico Khaitan’s decision to withdraw Trikal, while a setback for the brand, ultimately demonstrates a recognition of these sensitivities and a commitment to maintaining a positive public image.
