Indian spirits company Radico Khaitan has entered into a partnership with Bollywood actor Shah Rukh Khan and his son Aryan Khan’s venture, D’Yavol Luxury Collective.
The collaboration, which also involves Zerodha co-founder Nikhil Kamath, will see the launch of D’Yavol Spirits.
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Radico Khaitan will hold a 47.5% equity stake in the new entity, with Aryan Khan and Bunty Singh from the D’Yavol team jointly owning 47.5% and Kamath retaining 5%.
In a filing on the stock exchange, Radico Khaitan said D’Yavol Spirits will “build internationally relevant, bottled-in-origin luxury brands”.
Radico Khaitan told Just Drinks the new entity will house existing D’Yavol brands – including a vodka and two whiskies – and oversee new launches. The venture’s first new product will be a Tequila.
The Rampur whisky maker will take charge of marketing and distribution, backed by an investment of up to Rs400m ($4.5m).
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By GlobalDataAbhishek Khaitan, managing director of Radico Khaitan, said: “With D’Yavol Spirits, we are entering a bold new chapter, combining our proven expertise in blending, marketing and distribution with the charm and charisma of the global icon Shah Rukh Khan, entrepreneurial spirit of Aryan Khan and Nikhil Kamath’s disruptive and visionary outlook.”
SLAB Ventures BV, based in the Netherlands, is the parent company behind the D’Yavol Luxury Collective. The collective’s previous distribution arrangement in India with AB InBev ended in December.
Radico Khaitan said the venture extends into brand development, sales, and marketing, with the company working with the D’Yavol team on new products.
SLAB Ventures remains the parent of the wider collective, registered as a private limited company.
Leti Blagoeva, CEO of D’Yavol Spirits, added the new “collaboration opens up an exciting new chapter and we look forward to bringing our consumers even more exceptional experiences”.
Earlier this month, Radico Khaitan reported “record” quarterly sales, with a 32% increase in net revenue from operations in the three months ending 30 June to Rs15.06bn.
