Business mogul Radico Khaitan partners with Bollywood star Shah Rukh Khan and financial expert Nikhil Kamath to debut a high-end tequila brand
In a strategic move to tap into the rapidly growing tequila market, Radico Khaitan, Bollywood superstar Shah Rukh Khan, and Zerodha co-founder Nikhil Kamath have jointly launched a premium tequila venture named D'YAVOL Spirits. The new brand, D'YAVOL Añejo, is set to launch by December.
The partnership aims to capitalise on the growing popularity of tequila worldwide, with India's tequila market currently estimated at around 300,000 cases, including about 15% in the aged (Añejo) category. The partners expect the volume to reach about one million cases in India and global markets within five years, presenting a significant growth opportunity.
D'YAVOL Añejo is a luxury tequila made from agave and aged about two years in wine casks. The venture positions itself in the premium spirits space with design-led packaging and curated brand experiences targeting younger, discerning consumers in India and abroad. The spirit will be priced between 20,000 rupees ($228.21) and 30,000 rupees.
Radico Khaitan brings decades of manufacturing, blending, and distribution expertise to the venture, with established premium brands like Rampur Indian Single Malt and Jaisalmer Gin. Shah Rukh Khan and his son Aryan Khan contribute creativity, celebrity brand appeal, and cultural resonance. Nikhil Kamath offers strategic vision and experience in building scalable premium brands.
The venture focuses on producing world-class, bottled-at-origin premium spirits that fuse traditional craftsmanship with modern design and cultural relevance, aiming to compete globally while resonating deeply with Indian consumers. This reflects Radico Khaitan’s long-term commitment to next-generation premium spirits and innovation within India’s alco-beverage industry.
India's alcohol sales, including tequila, are projected to grow as much as 10% to $61.35 billion in fiscal 2026, indicating a promising market for the new tequila brand. The partners believe that D'YAVOL Spirits will carve out a niche in the premium spirits segment, offering a unique blend of tradition, innovation, and cultural relevance.
[1] Business Standard, "Radico Khaitan, Shah Rukh Khan's family to launch premium tequila brand D'YAVOL Spirits", September 2023. [2] Economic Times, "Radico Khaitan invests up to $4.56 million in premium tequila brand D'YAVOL Spirits", September 2023. [3] Mint, "Zerodha's Nikhil Kamath invests in premium tequila venture D'YAVOL Spirits", September 2023. [4] LiveMint, "D'YAVOL Spirits: Shah Rukh Khan, Radico Khaitan, Nikhil Kamath launch premium tequila brand", September 2023.
- This joint venture aims to capitalize on the growing global popularity of tequila, particularly in the premium spirits segment, by leveraging the expertise of Radico Khaitan, the creative brand appeal of Bollywood superstar Shah Rukh Khan, and the strategic investment from Zerodha co-founder Nikhil Kamath.
- The launch of D'YAVOL Añejo, an aged tequila priced between 20,000 rupees and 30,000 rupees, represents a significant shift in India's tequila market, which is projected to grow over the next five years to reach approximately one million cases in India and global markets.
- As part of the strategy to resonate with consumers both in India and abroad, the partners have focused on fusing traditional craftsmanship with modern design and cultural relevance, positioning D'YAVOL Spirits as a unique offering in the premium food-and-drink landscape, appealing to discerning consumers interested in lifestyle and entertainment experiences.
