Musician Badshah enters premium spirits market with Shelter6, targets 25% of India’s vodka segment

India’s premium spirits landscape is attracting a new kind of entrepreneur — and this time, it’s one of the country’s biggest music stars. Musician-turned-businessman Badshah has officially launched Shelter6, a vodka brand co-created with Cartel Bros, the makers of successful whisky labels such as Glenwalk and Glenjourneys.

Shelter6 enters the market with lofty ambitions: the company aims to corner at least 25% of India’s vodka segment and reach a ₹700 crore valuation within three years. The brand’s early pitch is simple — a luxury experience built on product superiority, not hype.

At the heart of Shelter6’s positioning is the claim of unmatched quality. The vodka is distilled six times in Russia, using water sourced from a glacial lake in Saint Petersburg. Badshah says the brief was clear from the beginning:

“It’s not about being world-class or American or Indian standard — it just has to be the best product we can make.”

He added that Shelter6 was designed to be the drink that elevates any occasion. “If you don’t have a bottle of Shelter6 on your table or in your home bar, the party isn’t cool,” he said.

India’s premium spirits segment has seen rapid growth in recent years, driven by young consumers seeking better drinking experiences. Cartel Bros Co-Founder Moksh Sani believes there is still “a big gap” in the vodka category.

“There’s space for good products at a good price point with strong awareness,” Sani said. “That’s what we bring — quality, the right pricing, and a personality like Badshah who brings the brand to life.”

Badshah says Shelter6 is not positioning itself as a youth-focused brand. “You can’t define age brackets anymore,” he explained. “A 40-year-old today is doing what a 20-year-old was doing ten years ago.”

Instead, the brand aims to appeal to anyone who appreciates “good things and great products.”

One of Shelter6’s key early advantages is its built-in distribution network. With Cartel Bros already operating two successful whisky brands, the team believes scaling will be relatively smooth.

Shelter6 is currently present in Maharashtra, with over 150 stores in Mumbai alone. The brand expects to cover the entire state by month-end and expand to North and South India within the next quarter.

“In 4–5 months, we will be across India,” Sani said confidently.

Beyond India, Shelter6 has already secured initial orders from the UAE and is eyeing a rapid multi-market rollout. The plan is to expand to 7–8 countries within the next six months, with Singapore and Thailand next in line.

As for the name, Badshah says “Shelter” captures the warmth and “big brother energy” that people associate with him, with a touch of rebellion built into the brand’s personality.

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