Shelter 6, a new premium vodka brand backed by Indian music icon Badshah and co-created with Cartel Bros — the team behind acclaimed whisky labels — has officially entered India’s growing premium vodka segment. The launch marks Badshah’s first major foray into the spirits industry beyond music and entertainment, reflecting a trend of celebrity-linked products …
Shelter 6, a new premium vodka brand backed by Indian music icon Badshah and co-created with Cartel Bros — the team behind acclaimed whisky labels — has officially entered India’s growing premium vodka segment. The launch marks Badshah’s first major foray into the spirits industry beyond music and entertainment, reflecting a trend of celebrity-linked products gaining traction in lifestyle and luxury markets.
Shelter 6 is distilled six times in Russia and is positioned as a gluten-free and sugar-free spirit with a smooth, refined profile aimed at modern consumers who prioritise clean taste and quality. The vodka’s sleek metallic bottle design and contemporary branding seek to appeal to a young, expressive audience looking for premium experiences both in nightlife and social occasions.
The brand has ambitious plans to capture around 25 % of India’s vodka market, with a projected valuation of ₹700 crore within three years and a phased rollout that began in Maharashtra and Goa in late 2025, ahead of a broader national expansion. Flavoured variants are also expected to follow as part of the product’s growth strategy.
Badshah described Shelter 6 not just as a beverage but as a cultural statement — a space for belonging, creativity and bold expression — reflecting his personal involvement in the brand’s identity, from naming to packaging
