Shah Rukh Khan partners with ‘Magic Moments’ maker in premium tequila venture
Indian spirits maker Radico Khaitan is entering the fast-growing tequila market through a new joint venture with Bollywood star Shah Rukh Khan and Zerodha co-founder Nikhil Kamath. The company will invest up to Rs 40 crore in the project, which will see the launch of a premium label later this year.
Best known for its `Magic Moments' vodka and high-end offerings such as Rampur Indian Single Malt and Jaisalmer Indian Craft Gin, Radico Khaitan will introduce D’YAVOL Añejo, a tequila made from agave and aged for about two years in wine casks.
Shah Rukh's son's company
D’YAVOL is a luxury brand founded in 2022 by Aryan Khan — Shah Rukh Khan’s son — along with Leti Blagoeva and Bunty Singh. Headquartered in Amsterdam, it already sells vodka and blended malt Scotch whisky.
The tequila will debut by December, with a planned retail price between ₹20,000 and ₹30,000.
The move comes as India’s wealthy consumers increasingly spend on luxury dining, premium spirits, high-end housing and cars. Alcohol sales in the country are forecast to grow by as much as 10 percent to $61.35 billion ₹5.37 lakh crores by fiscal 2026.
Tequila is one of the fastest-growing spirits worldwide, and India’s market is expanding rapidly. The domestic segment currently stands at about 3,00,000 cases a year, with Añejo — Spanish for “aged” — making up around 15 percent. This expected to grow to one million cases in the next five years.
`Imperial Blue'
Under the deal, Radico Khaitan and Shah Rukh Khan’s family will each hold a 47.5 percent stake in the venture, while Kamath will own 5 percent.
The announcement adds to a flurry of activity in India’s liquor industry. Just three weeks ago, Tilaknagar Industries acquired the `Imperial Blue' whisky brand from Pernod Ricard for $486 million.
