Radico Khaitan, Nikhil Kamath invest in SRK and Aryan Khan’s D’YAVOL Spirits venture

Alcobev major Radico Khaitan and Zerodha cofounder Nikhil Kamath have joined hands to launch actor Shah Rukh Khan’s and his son Aryan Khan’s D’YAVOL Spirits, a new alcohol beverage venture that will debut with a premium tequila.

While launched in 2022 as a lifestyle brand, D’YAVOL initially offered a luxury apparel and small-batch alcoholic spirits lineup, including vodka. Co-founded by Aryan Khan and Bunty Singh, the brand has since introduced D'YAVOL X, its official fashion collection. The new venture will operate as a separate entity under CEO Leti Blagoeva.

The partnership brings together Radico Khaitan’s manufacturing and distribution network, D’YAVOL’s existing luxury spirits brand, and Kamath’s consumer venture experience. The new entity is expected to focus on “bottled-in-origin” premium products for India and overseas markets.

“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. This is a long-term investment into a vision that complements Radico Khaitan’s ongoing growth trajectory while opening new doors in the world of luxury spirits,” Abhishek Khaitan, MD, Radico Khaitan, said in a statement.

The spirits maker will provide operational expertise and scale to the brand, while D’YAVOL will contribute its brand identity and design approach.

The first product, a high-end tequila, is expected to be rolled out in the coming months, possibly before this fiscal year ends. The companies plan to introduce more internationally sourced premium spirits over time.

“Every great idea needs the right energy behind it. With Abhishek’s experience, Nikhil’s passion, and our creative instinct at D’YAVOL, we are building something bold, relevant, and future facing,” said actor Shah Rukh Khan in a statement.

India’s alcoholic beverage market has seen a steady move toward premium products, driven by rising incomes and evolving consumer preferences. Industry players have increasingly invested in design, provenance, and global appeal to capture this segment.

Radico Khaitan , known for brands such as Rampur Indian Single Malt and Magic Moments vodka, has been expanding internationally. The company has indicated that D’YAVOL Spirits will operate alongside its existing portfolio, targeting a younger, affluent demographic.

The venture adds to a growing list of celebrity-backed spirits brands in India, a segment that has been gaining traction as companies look to combine star appeal with high-margin premium offerings. This is the second product offering officially set to be launched in India within this year including Rana Daggubatti and Anirudh Ravichander’s Loca Loka.