• Radico Khaitan teams up with SRK, Aryan Khan & Nikhil Kamath for luxury liquor brand
• Premium tequila is the debut product, bottled at its origin
• Focus on blending craftsmanship, culture, and global design

In a major move in India’s luxury liquor space, Radico Khaitan, one of the country’s top liquor companies, has partnered with Shah Rukh Khan, Aryan Khan’s D’YAVOL Luxury Collective, and entrepreneur Nikhil Kamath to launch a high end alcohol startup called D’YAVOL Spirits. This new venture aims to bring global quality and luxury to Indian shelves, starting with a premium tequila sourced and bottled at its place of origin.

This collaboration brings together serious industry experience, business insight and celebrity influence. Radico Khaitan will handle manufacturing and distribution, while D’YAVOL brings in a luxury lifestyle approach and cultural insight.

“Radico Khaitan has always believed in consumer centric innovation”, said Abhishek Khaitan, MD of Radico Khaitan. “With D’YAVOL Spirits, we are combining our blending and distribution expertise with Shah Rukh’s global charisma, Aryan’s creative instinct, and Nikhil Kamath’s visionary approach”, he added.

The brand is built to be design driven, culturally connected, and rooted in what the team calls ‘world-class liquid craftsmanship’.

Shah Rukh Khan explained the vision, “Every great idea needs the right energy behind it. With Abhishek’s expertise, Nikhil’s passion, and our creative instincts at D’YAVOL, we are building something bold, relevant, and future-facing”.

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CEO Leti Blagoeva added that their products have already won multiple global awards, calling the new partnership ‘a thrilling new chapter’ for D’YAVOL.

Aryan Khan, Co-founder, highlighted the cultural intent, “Our ambition is to shape a brand that doesn’t just sit on a shelf but lives in culture”.

Nikhil Kamath, Co-founder of Zerodha, sees the brand going global, “D’YAVOL is an Indian brand with the capability to compete anywhere in the world”.

As India's alcohol market rapidly shifts toward premium trend, D’YAVOL Spirits hopes to capture young, discerning consumers through a mix of celebrity appeal, craftsmanship, and international quality.