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 cle

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