In a landmark collaboration set to reshape the premium spirits landscape in India and globally, one of the nation’s largest alcoholic beverage companies, In a landmark move, Radico Khaitan has partnered with Shah Rukh Khan, Aryan Khan’s D’YAVOL Luxury Collective, and entrepreneur Nikhil Kamath of Zerodha fame. This alliance, formed under the new venture D’YAVOL Spirits, will focus on creating and distributing globally-sourced luxury spirit brands, with a flagship luxury tequila planned as the first major launch.
Under this new agreement, Radico Khaitan will acquire a significant 47.5% equity stake in each of the two D’YAVOL Spirits entities—one based in the Netherlands and the other in India. The total investment is valued at an impressive ₹40 crore, making Radico Khaitan the largest shareholder across both companies. This move signals a bold entry into the luxury segment, a rapidly growing market in India that is capturing the attention of discerning, affluent consumers.
The partnership brings together a unique blend of industry experience, star power, and entrepreneurial vision. Radico Khaitan, with its decades-long legacy of building successful brands like Magic Moments and Rampur Indian Single Malt, will handle the global marketing, trading, and distribution.
The newly formed D’YAVOL Spirits will focus on curating a portfolio of “bottled-in-origin” premium brands, and the first product to be launched is a luxury tequila. This is a strategic move, as the tequila market in India is expanding rapidly, with affluent consumers increasingly seeking high-end spirits. According to Radico Khaitan Managing Director Abhishek Khaitan, the brand’s inaugural tequila, D’YAVOL Añejo, will be priced between ₹20,000 and ₹30,000 and is expected to hit the shelves by December.
Aryan Khan stated that the goal of the venture is to create a brand that “goes beyond the shelf and becomes part of the culture.” This is a significant step for Radico Khaitan, which has been focused on its own luxury portfolio with brands like Rampur and Jaisalmer Gin. This new alliance will allow it to expand its influence into a new generation of premium spirits, targeting niche categories and a more global audience.
The collaboration is not just about financial investment; it is a strategic alignment of creative and business minds. Involvement of Shah Rukh Khan goes beyond a celebrity endorsement; he serves as the “curator in chief,” ensuring the products meet a “very high bar” of quality and luxury. As an investor, Nikhil Kamath brings his seasoned knowledge of building premium, scalable consumer enterprises. His stake in the company and his existing investment in Radico Khaitan itself highlight his belief in the long-term potential of this new venture.
The partnership also addresses a key challenge in the Indian market, where the share of premium and luxury spirits is less than 2% due to high import duties. By creating globally sourced brands that can be marketed both in India and overseas, D’YAVOL Spirits aims to capture the imagination of a new generation of consumers who value substance and craftsmanship over price. This collaboration is a testament to the growing trend of celebrity and entrepreneurial investment in the premium spirits segment, as seen with other actors like Sanjay Dutt and Ajay Devgn.
With this new venture, a powerhouse of talent and business acumen has come together, signalling a bold new chapter for the luxury spirits industry and setting the stage for a globally relevant Indian brand.
