India’s premium spirits market is getting a new entry with the launch of Shelter6, a vodka brand developed by popular musician Badshah in partnership with Cartel Bros, known for their successful whisky brands. Shelter6 has ambitious goals, aiming to capture 25% of India’s vodka market and achieve a valuation of ₹700 crore within three years.

The brand prioritizes quality, boasting a vodka distilled six times in Russia using glacial water from Saint Petersburg. Badshah emphasizes that the focus is not just on creating a world-class product but on delivering the best possible experience. He articulates a vision where Shelter6 becomes synonymous with enjoyable gatherings, stating, "If you don’t have a bottle of Shelter6 on your table or in your home bar, the party isn’t cool."

The premium spirits segment in India is rapidly expanding, driven by young consumers looking for better drinking experiences. Moksh Sani, Co-Founder of Cartel Bros, notes a significant opportunity in the vodka category due to the current lack of quality products that resonate with consumers’ desires. He believes Shelter6 can fill that gap, providing a high-quality product at a fair price, enhanced by Badshah’s star power.

Importantly, Shelter6 is not targeting a specific age group but aims to attract anyone who appreciates quality products. It currently has a presence in Maharashtra, with plans to expand to North and South India shortly. Over the next few months, Shelter6 aims to be available pan-India.

Additionally, the brand has already secured initial orders from the UAE and has plans to enter 7-8 markets globally, beginning with Singapore and Thailand.

Badshah explains the inspiration behind the name “Shelter,” attributing it to a sense of warmth and camaraderie he wishes to convey, while also embodying a hint of rebelliousness.

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