Shelter 6, a new player in India’s premium vodka market, is making its debut with an unusual mix of celebrity involvement, bold design choices and ambitious targets. The brand has been co-created by singer and entrepreneur Badshah along with Cartel Bros, the Alcobev outfit known for developing whisky labels in collaboration with high-profile partners. For Badshah, who participated closely in the brand-building process, Shelter 6 is positioned as a statement product for young consumers who prefer confidence over convention.
Cartel Bros co-founder Mokksh Sani described the launch as a moment that signals what he believes will be the next big turn in the country’s premium spirits segment. The brand has been engineered to stand out from the start. The vodka is distilled several times in Russia and bottled in metallic packaging that the creators say is meant to feel contemporary, collectible and instantly recognisable on the shelf.
The rollout begins this month in Goa and Maharashtra, two states that often serve as testing grounds for new Alcobev brands because of their high tourist footfall and evolved consumer base. Shelter 6 enters a category that has seen a steady rise in premiumisation over the last few years, with younger drinkers showing a clear tilt toward imported styles, minimalistic packaging and flavour-led experimentation.
The team behind Shelter 6 is not shy about its growth expectations. The company is targeting a minimum 25 percent share of India’s vodka market over the next few years. It is also aiming for a valuation of around seven hundred crore rupees within three years, a goal that places the brand among the more aggressive new entrants in the premium spirits landscape. Flavoured variants are already on the roadmap for next year, indicating that the creators plan to widen the portfolio quickly if early reception is strong.
