Radico Khaitan has announced the launch of its super-premium Morpheus Whisky in the states of Karnataka, Goa, West Bengal, and Haryana. This expansion follows the brand’s strong performance in its initial markets, including Uttar Pradesh, Rajasthan, and Delhi, where it has achieved over 90 percent distribution in A and B category outlets.
The company aims to establish a presence in more than 12 states by the end of the fiscal year 2026. Launched earlier this year, Morpheus is Radico Khaitan’s first foray into the super-premium whisky segment and has already surpassed expectations in Uttar Pradesh.
The 750 ml bottle will be priced at ₹1,830 in Karnataka, ₹900 in both Haryana and Goa, and ₹1,400 in West Bengal. Current pricing for the whisky in its initial markets stands at ₹1,190 in Uttar Pradesh, ₹1,400 in Rajasthan, and ₹1,100 in Delhi.
Managing Director Abhishek Khaitan noted that Indian consumers are increasingly seeking premium experiences that reflect craftsmanship and character. Chief Operating Officer Amar Sinha attributed the early success of Morpheus to a rising demand for super-premium products.
Morpheus Whisky is crafted using imported Scotch malts and Indian grain spirits, aged in bourbon barrels. The brand is available in five sizes, ranging from 60 ml to 750 ml. Radico Khaitan, founded in 1943, is one of India’s largest manufacturers of Indian Made Foreign Liquor (IMFL) and exports to over 100 countries.
As of today, shares of Radico Khaitan Limited closed on the National Stock Exchange (NSE) at ₹3,116, an increase of ₹118.10, or 3.94 percent.
Published on October 17, 2025.
