Uttarakhand bans sale of ‘Trikal’ whisky following public outrage over religious sensitivity
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The Uttarakhand government has firmly denied granting any approval for the production, sale, or registration of Radico Khaitan’s recently launched whisky brand ‘Trikal’, following significant backlash over the religious implications of the name.
Excise Commissioner Harichandra Semwal clarified that “the state has not approved ‘Trikal’ whisky in any capacity” and reiterated that Uttarakhand will not allow branding that incorporates names connected to religious beliefs or deities. “Such branding hurts the religious, cultural, and social sentiments of our people,” he stated.
The controversy arose after Radico Khaitan — a prominent liquor company behind well-known brands such as 8 PM, Magic Moments, Royal Ranthambore, and Rampur Indian Single Malt — introduced ‘Trikal’ as a new premium whisky. The name, widely associated with Lord Shiva, triggered widespread anger, especially among Hindu communities and religious groups.
Online criticism quickly escalated, with many users condemning the use of a sacred term for an alcoholic product. This sentiment was particularly intense in Uttarakhand, a state often referred to as Devbhoomi or “Land of the Gods” due to its strong religious and spiritual identity.
Commissioner Semwal also addressed the misinformation circulating on social media regarding the whisky’s availability in the state. He called the claims “baseless, misleading, and part of a deliberate attempt to malign the image of the state and its administration.” He added that legal action will be taken against those responsible for spreading false information. “These rumours are part of a deliberate attempt to mislead the public and damage the image of the state and its administration,” he emphasised.
The Excise Department has urged citizens to avoid believing unverified reports and to report any such instances to the authorities. As of now, Radico Khaitan has not issued a formal response to the mounting controversy surrounding the 'Trikal' brand.
