New six-times-distilled vodka to debut in Maharashtra and Goa in November 2025 as partners eye a sizeable share of India’s premium spirits market
Rapper and entrepreneur Badshah have partnered with spirits company Cartel Bros to introduce a new vodka label, Shelter 6, with the venture targeting a valuation of Rs 700 crore within three years and a planned 25 per cent share of the domestic vodka market.
Shelter 6, is distilled six times in Russia, will roll out in Maharashtra and Goa in November 2025, with wider distribution and flavoured variants expected next year. The company said the vodka is positioned in the high-end category, focusing on clarity, texture and design, with a metallic bottle aimed at younger urban consumers.
The brand marks Cartel Bros’ expansion beyond its whisky collaborations, which include The Glenwalk with Sanjay Dutt and The GlenJourneys with Ajay Devgn, as competition intensifies in India’s growing premium spirits segment.
Badshah, who has increasingly diversified into business ventures, said he was directly involved in developing the brand’s identity. “Shelter 6 goes beyond vodka, it’s an experience rooted in emotion, passion and authenticity…My goal was to create something that captures the spirit of today’s youth that is bold, disruptive and effortlessly smooth. Shelter 6 is for those who don’t slowdown, who live unapologetically and embrace every moment without holding back”, he added.
Cartel Bros co-founder Mokksh Sani said the collaboration blends craftsmanship with cultural relevance. “Shelter 6 is bold, energetic and crafted with absolute integrity,” he said. “After the success of our whisky labels, we wanted to build something that connects artistry with the next wave of premium spirits. Badshah brought that vision to life.”
