Brands
Hindi cinema royalty’s and fintech mogul’s bid to shake up India’s spirits trade
MUMBAI: India’s premium spirits market has attracted an unlikely trio: Hindi cinema superstar Shah Rukh Khan, Zerodha co-founder Nikhil Kamath, and established liquor manufacturer Radico Khaitan. Their joint venture, D’yavol Spirits, promises to blur the lines between celebrity endorsement and serious entrepreneurship in India’s rapidly premiumising alcohol sector.
The partnership announced on 12 August brings together SRK’s global star power, Kamath’s disruptive business instincts, and Radico Khaitan’s manufacturing prowess. The venture will launch with a luxury tequila, targeting both domestic consumers and international markets with what the partners describe as “bottled-in-origin” products carrying “rich regional provenance.”
The collaboration reflects India’s evolving relationship with premium alcohol. Domestic consumption has shifted dramatically upmarket as disposable incomes rise and social attitudes liberalise. Premium spirits now command growing shelf space in urban markets, whilst younger consumers increasingly view expensive liquor as lifestyle statements rather than mere intoxicants.
For Radico Khaitan, the partnership represents a calculated bet on celebrity-backed brands. The Uttar Pradesh-based company has built a portfolio around traditional Indian spirits like whisky and rum, but faces intensifying competition from international brands and craft distilleries. Abhishek Khaitan, the company’s managing director, frames the venture as combining “proven expertise in blending, marketing and distribution” with celebrity charisma.
SRK’s involvement extends beyond typical endorsement deals. His son Aryan Khan co-founded D’yavol Luxury Collective, which already produces award-winning spirits in smaller quantities. The family’s deeper engagement suggests genuine entrepreneurial ambition rather than mere brand licensing.
More intriguing is Kamath’s participation. The Zerodha co-founder has emerged as one of India’s most prominent fintech entrepreneurs, building a discount brokerage that democratised stock trading for millions of Indians. His pivot into premium alcohol signals confidence in India’s luxury consumption trends.
“Tomorrow’s best brands will be built on history, culture, and craftsmanship,” Kamath said, positioning D’yavol as an “Indian brand with the intent and ability to compete anywhere in the world.”
Such ambitions face considerable hurdles. India’s alcohol market remains heavily regulated, with individual states controlling distribution and taxation. Export opportunities exist but require navigating complex international regulations and established brand loyalties.
Moreover, celebrity-backed spirit brands have mixed track records globally. Whilst some achieve genuine commercial success, others struggle once initial publicity fades. The key lies in building authentic brand narratives beyond celebrity association.
D’yavol’s emphasis on “cultural resonance” and “globally-sourced bottled-in-origin products” suggests awareness of these challenges. The brand promises to combine international production standards with Indian creative vision, potentially appealing to both domestic premium consumers and diaspora markets.
The timing appears favourable. India’s premium spirits segment is growing rapidly, driven by urbanisation and generational change. Meanwhile, Indian brands are gaining international recognition across categories from fashion to technology.
Whether D’yavol can translate celebrity star power and entrepreneurial expertise into sustained commercial success remains uncertain. The spirits industry demands patience, consistency, and deep market understanding—qualities that don’t always align with celebrity timelines or disruptive business models.
For now, the partnership represents another data point in India’s premiumisation story. As domestic consumers develop more sophisticated tastes and global ambitions, expect more unlikely collaborations between entertainment, technology, and traditional industries.
The proof, as always in the spirits trade, will be in the drinking.
Brands
Moneycontrol to host Global Wealth Summit 2026 in Mumbai on March 14
Investors and policymakers gather to decode wealth in a shifting world order
MUMBAI: As global markets grapple with volatility, shifting capital flows and rapid technological disruption, Moneycontrol is bringing together some of the biggest names in finance and policy for the second edition of the Global Wealth Summit.
The IDFC FIRST Bank presents Moneycontrol Global Wealth Summit will take place on March 14, 2026, at the Jio World Convention Centre in Mumbai, gathering global investors, policymakers and market experts for a day of conversations on the future of wealth creation.
Centred on the theme “The Capital Reset: Building Wealth in a New World Order”, the summit will examine how investors are rethinking risk, returns and portfolio strategies as the global financial landscape evolves. Artificial intelligence, shifting supply chains, geopolitical realignments and renewed interest in safe-haven assets are among the forces reshaping investment thinking worldwide.
The event will feature more than 15 sessions and over 45 speakers across more than 10 hours of discussions. Over 400 participants are expected to attend, creating space not only for debates on markets but also for networking among leaders from finance, business and policymaking.
Among the key speakers is Tuhin Kanta Pandey, chairman of SEBI, who is expected to share insights on India’s regulatory landscape and the policy direction shaping the country’s capital markets. Global investment perspectives will come from Jonathan Wilmot, global strategist at Aletheia Capital, and Charles Myers, chairman and founder of Signum Global Advisors, who will discuss macroeconomic shifts, capital flows and emerging investment opportunities.
The summit will also see participation from leaders across India’s financial ecosystem, including V. Vaidyanathan, MD and CEO of IDFC FIRST Bank, Sundararaman Ramamurthy, MD and CEO of BSE, Atul Mehra, MD and CEO of Axis Capital, Abhinav Bharti, MD and head of India ECM at JP Morgan, and Dinesh Thakkar, chairman and MD of Angel Broking.
Seasoned market voices such as Ramesh Damani, veteran investor and member of BSE, Ajit Dayal, founder of Quantum Advisors and Quantum AMC, and Shankar Sharma, founder of GQuant, are expected to offer perspectives on equity markets, valuation cycles and long-term wealth creation.
Institutional and global market insights will also come from Sunil Tirumalai, executive director and GEM equity strategist at UBS, and Sachee Trivedi, founder and director of Trident Capital Investments. Ananth Narayan, former SEBI whole-time member, will add regulatory and governance perspectives shaped by his experience in India’s financial framework.
Moneycontrol managing editor and Network18 chief AI officer editorial operations Nalin Mehta, said the summit comes at a time when investors are navigating heightened geopolitical tensions and uncertain markets.
“The second edition of the Moneycontrol Global Wealth Summit comes at a time when investors are navigating heightened geopolitical tensions and volatile markets. By bringing together leading investors, policymakers and market strategists, the summit will offer insights from leaders who have weathered multiple market cycles and bring deep perspective on building wealth and traversing multiple asset classes in a rapidly changing world,” he said.
Over the years, the Moneycontrol Global Wealth Summit has positioned itself as a platform where regulators, investment strategists, CEOs and fund managers exchange ideas, engage with policymakers and explore partnerships in an increasingly complex market environment.
Moneycontrol’s Global Wealth Summit 2026 is presented by IDFC FIRST Bank, with Reliance Industries Limited as the associate partner.
