Badshah's Bold Move: Premium Vodka Launch Targets ₹700 Cr Valuation!

Author

Aditi Singh | Whalesbook News Team

Detailed Coverage:

Music artist Badshah has joined forces with Cartel Bros, the creators of The Glenwalk and The GlenJourneys, to launch 'Shelter 6,' a new premium vodka brand. Positioned at the top end of the white spirits category, a bottle retails for ₹1,999. The ambitious venture targets a valuation of ₹700 crore within three years and aims to secure at least 25% share of India's growing vodka segment. Shelter 6 is six-times distilled in Russia, marketed as exceptionally smooth, and features a sleek metallic bottle designed to appeal to young, affluent Indian consumers who are increasingly favouring white spirits.

The broader white spirits market in India, encompassing vodka, gin, and other clear spirits, is experiencing significant growth, with insiders estimating its current value between ₹26,000 to ₹37,000 crore, potentially reaching over ₹60,000 crore in the next decade. Cartel Bros' strategy includes a phased rollout, starting in Maharashtra and Goa in November 2025, followed by a nationwide expansion. This launch also highlights the increasing trend of celebrity endorsements in India's premium consumer goods market, following Cartel Bros' previous successful collaborations with actors Sanjay Dutt and Ajay Devgn.

Impact This launch is expected to intensify competition within India's premium alcobev sector, particularly in the vodka segment. It signals a strong consumer shift towards premiumisation and validates the potential of celebrity-backed brands in high-growth consumer markets. Investors tracking the consumer discretionary sector may find this segment attractive. Rating: 7/10

Difficult Terms: Premiumisation: The trend of consumers opting for higher-priced, higher-quality goods and services. White Spirits: Clear alcoholic beverages such as vodka, gin, white rum, and tequila. Brown Spirits: Aged or darker alcoholic beverages, typically including whisky, brandy, and dark rum. Alcoveb: A contraction of alcoholic beverage. Six-times distilled: A purification process where the spirit is repeatedly heated and cooled to remove impurities, resulting in a smoother and purer product.