-KH News Desk (editorial1@imaws.org)
In a significant expansion of his creative and entrepreneurial portfolio, multi-platinum rapper, singer-songwriter, and record producer Badshah has officially entered the spirits industry. He has co-created and launched Shelter 6, a new vodka brand, in collaboration with Cartel Bros, the innovators behind successful whisky labels like The Glenwalk (with Sanjay Dutt) and The GlenJourneys (with Ajay Devgn). This venture is positioned to challenge and redefine the premium vodka landscape in India, blending high-quality craftsmanship with cultural energy and modern attitude.
Product Identity and Vision: A Shelter for the Free-Spirited
The name Shelter 6 embodies more than just a spirit; it signifies a space for inclusivity, belonging, and the celebration of individuality. For Badshah, the brand represents a cultural hub where energy, creativity, and conversation can flow without any judgment.
The product itself is a testament to precision and purity. Shelter 6 is distilled six times in Russia, a process engineered to ensure an exceptionally smooth-as-water character. This focus on purity results in an unexpectedly clean, confident taste, positioning it as a sophisticated spirit for sipping neat while maintaining enough intensity to anchor energetic cocktails.
The entire aesthetic of Shelter 6—from its sleek metallic bottle to its refined clarity—is designed to resonate with the modern generation. It channels an energy that is described as high-powered, expressive, and unstoppable. The core philosophy is creating a “shelter for the free-spirited,” inviting everyone who lives life with authenticity and style to be part of the brand’s community.
Badshah’s Deep Creative Involvement
Unlike many celebrity endorsements, Badshah’s role as co-founder extended to personal involvement in every step of the creative journey. This hands-on approach ensured that Shelter 6 is not just a commercial product but a genuine reflection of his own identity, rhythm, and creative freedom.
Badshah, Co-founder of Shelter 6, articulated his vision for the brand: “Shelter 6 goes beyond vodka, it’s an experience rooted in emotion, passion and authenticity. From developing the name to defining the visual identity, I’ve been personally involved in every step of the creative journey. 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.”
This direct involvement provides the brand with immediate cultural currency, leveraging Badshah’s massive influence among the youth who value bold self-expression and disruptive luxury. The design philosophy—bold yet minimal—mirrors the balance of refinement and intensity that Badshah sought in the spirit itself.
Ambitious Market Vision and Expansion Plans
Cartel Bros and Badshah are entering the market with exceptionally high expectations. Shelter 6 has set a clear and ambitious goal to capture a minimum of 25% share of India’s vodka market and aims for a staggering ₹700 crore valuation within three years of launch.
This aggressive target is indicative of the partners’ belief in the brand’s unique positioning—the successful marriage of premium craftsmanship (six-times distillation) and potent cultural appeal (Badshah’s creative DNA). The brand’s initial market rollout began in November 2025, targeting key high-consumption states: Maharashtra and Goa.
Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz and Mansionz, highlighted the strategic importance of this collaboration: “With Shelter 6, we are bringing the next big wave in premium spirits. It is bold, energetic and crafted with absolute integrity. After the success of The Glenwalk and The GlenJourneys, we wanted to explore a new dimension that connects craftsmanship with cultural energy. Badshah brought that vision to life, combining authenticity, attitude and artistry in one bottle.”
The partnership is a continuation of Cartel Bros’ successful strategy of combining industry expertise with the star power and creative input of major Indian celebrities to launch distinctive and market-defining spirits. Shelter 6 represents a bold new chapter in India’s rapidly evolving premium beverage landscape, demonstrating how celebrity-driven entrepreneurship can be a powerful catalyst for blending artistry, craftsmanship, and cultural relevance into a single, highly desirable product. The success of this launch will likely serve as a blueprint for future celebrity-spirit collaborations in the Indian market.
