Badshah Launches Shelter 6: New Ultra-Smooth Vodka Co-Created With Cartel Bros

Badshah, one of India’s most influential music and cultural figures, has expanded his creative footprint beyond the world of entertainment with the launch of Shelter 6, a new premium vodka developed in partnership with Cartel Bros, the makers behind celebrity-backed whisky labels such as The Glenwalk with Sanjay Dutt and The GlenJourneys with Ajay Devgn.

Positioned as a lifestyle-led spirit, Shelter 6 is designed to symbolize inclusivity, expression and belonging. The brand aims to serve as a “space for everyone,” representing creativity and community rather than just a drink.

Distilled six times in Russia, the vodka is crafted for an ultra-smooth finish, with the company describing its texture as “smooth as water.” The product features a sleek metallic bottle and a clean, refined flavour profile, which the makers say reflects the energy and confidence of a new-generation audience.

Shelter 6 is launching with ambitious business goals. The brand is targeting a 25% share of India’s vodka market and a valuation of Rs 700 crore within three years. It will roll out across Maharashtra and Goa in November 2025, marking Cartel Bros’ latest entry into India’s fast-evolving premium spirits segment.

For Badshah, who has been closely involved in the naming, design and visual identity, the vodka represents a personal creative extension.“Shelter 6 goes beyond vodka; it’s an experience rooted in emotion, passion and authenticity,” Badshah said. “I wanted to create something that captures the spirit of today’s youth, bold, disruptive and effortlessly smooth.”

The product’s design and taste profile reflect Badshah’s artistic sensibilities, balancing minimalism with boldness, and offering a spirit that can be sipped neat or mixed for high-energy occasions. The brand is positioned for consumers who identify with performance, creativity and individuality.

Mokksh Sani, co-founder of Cartel Bros and founder of Living Liquidz and Mansionz, said the collaboration brings a fresh dimension to India’s premium alcohol market. “With Shelter 6, we are bringing the next big wave in premium spirits. It is bold, energetic and crafted with absolute integrity,” he said.

With its six-stage distillation, Shelter 6 aims to offer a silky, elevated drinking experience. Flavoured variants are expected to follow in 2026.

The launch strengthens Cartel Bros’ growing influence in India’s luxury beverage space, combining craftsmanship with cultural currency. Together with Badshah, the company is betting on Shelter 6 to redefine the country’s high-energy premium drinking segment.