Radico Khaitan Limited — one of India’s largest and most respected alcobev businesses — is partnering with Shah Rukh Khan and Nikhil Kamath of Zerodha and Aryan Khan’s D’YAVOL Luxury Collective to roll out D’YAVOL Spirits.
A next-generation premium alcobev business, D’YAVOL Spirits is set to integrate world-class liquid artisanship, revolutionary design, and cultural necessity, beginning with a premium tequila as its initial offering for India and international markets. The products will be international-sourced, bottled-in-origin, and created to convey rich regional heritage — with Radico Khaitan’s heritage in blending & distribution complemented by D’YAVOL’s aggressive creative & entrepreneurial vision.
Radico Khaitan’s Industry Edge
Radico Khaitan already possesses one of the strongest portfolios in Indian alcobev space — some of which are industry leaders like Magic Moments Vodka, Rampur Indian Single Malt, 8PM Whisky, and Morpheus Brandy. The company, in the decades, has demonstrated a rare skill of building Indian alcohol brands to rival global ones organically, as well as shipping products to over 85 countries. This base provides D’YAVOL Spirits alliance with the support of serious distribution capacity, R&D strength, and brand-building know-how — essential ingredients for filling in India’s premiumising market with international alcobev standards.
Leadership Speaks
Abhishek Khaitan, MD, Radico Khaitan
“Radico Khaitan has always had a consumer-centric approach to innovation. With D’YAVOL Spirits, we are marrying our blending and distribution capabilities with Shah Rukh’s international appeal, Aryan’s creative sensibilities, and Nikhil Kamath’s entrepreneurial vision. This is an investment for the long haul in crafting a global luxury brand from India.”
What he’s actually saying:
Abhishek is emphasizing that this is not merely a celebrity partnership — Radico Khaitan believes premium alcobev is the next frontier of growth. By integrating its operating clout with SRK, Aryan, and Nikhil’s creative and cultural capital, he’s raising hopes that D’YAVOL is in it for the long run, possibly becoming India’s first genuine luxury alcobev export success story.
Shah Rukh Khan
“Each great concept requires the right energy to it. With Abhishek’s know-how, Nikhil’s fervour, and our creative sensibilities at D’YAVOL, we are creating something fearless, contemporary, and future-driven.”
SRK is repositioning the brand as aspirational and also aligning with contemporary lifestyle changes. His use of “future-facing” is a nod to young, culturally attuned energies promoting — and not merely traditional luxury.
Aryan Khan, Co-Founder, D’YAVOL:
“Our ambition is to shape a brand that doesn’t just sit on a shelf but lives in culture. This partnership allows us to lead with creativity, quality, and authenticity.”
Aryan is outlining a culture-first playbook — merging premium product quality with collaborations, experiences, and design language that integrate into music, fashion, and pop culture, rather than treating the spirit as just another consumable.
Nikhil Kamath
“Tomorrow’s most successful brands will be founded on history, culture and craftsmanship. D’YAVOL is an Indian brand with the ability to compete anywhere in the world.” As said Zerodha co-founder is aimed at re-defining “premium” as a combination of real storytelling and precise craftsmanship, competitive globally without sacrificing Indian heritage.
Bunty Singh, Co-Founder:
“We’ve built D’YAVOL with intent and identity. This new chapter is about scaling with precision while staying true to our DNA.”
Bunty is signalling that controlled, high-quality scaling will be a central part of the growth strategy, avoiding the dilution risk that many celebrity-backed alcobev brands face when they expand too quickly.
Riding the Premiumisation Wave
India’s alcobev industry is experiencing fast-paced premiumisation fueled by urban prosperity, aspirational consumption, and international exposure to culture. D’YAVOL Spirits enters at the sweet spot — bridging celebrity influence, investor power, artisanal positioning, and volume distribution.
SRK’s Growing Lifestyle & Brand Presence
This tie-up also indicates SRK’s increased involvement in lifestyle and consumer labels. Only a few weeks ago, Shah Rukh Khan collaborated with Zomato for a headline-grabbing advertising campaign, further proving his wider relevance across industry segments ranging from food-tech to luxury liquor. His endorsement facilitates mass outreach and luxury positioning in a manner that very few Indian icons are able to do.
The Road Ahead
With its original founding cast combining rich industry heritage (Radico Khaitan), celebrity endorsement (Shah Rukh & Aryan Khan), entrepreneurial zeal (Nikhil Kamath), and design-driven branding (D’YAVOL), the brand is now ready to set new benchmarks for what Indian premium spirits should be like globally.
The tequila launch is merely the beginning — the plan will likely extend to whiskey, gin, and high-end limited editions targeting both Indian high-expenditure consumers and export markets. If done right, D’YAVOL can be a case study of Indian luxury brands making it to the global alcobev elite.
