Badshah turns up the heat with Shelter 6 vodka launch

MUMBAI: Badshah has swapped bars for bottles, and the result is anything but watered down. Global music icon and cultural trendsetter Badshah has stepped beyond the stage to unveil Shelter 6, a premium vodka created in partnership with Cartel Bros, the team behind celebrity-backed whisky labels The Glenwalk with Sanjay Dutt and The GlenJourneys with Ajay Devgn.

Shelter 6 takes its name from the idea of a welcoming space for everyone, championing creativity, energy, expression and belonging. The vodka is distilled six times in Russia for a clean, ultra-smooth profile designed to “glide like water” while still packing character. With its metallic bottle and minimal design, the brand aims to reflect the spirit of a generation that is bold, expressive and unstoppable.

The venture comes with ambition poured generously. The brand is targeting at least 25 per cent of India’s vodka market and a valuation of Rupees 700 crore within three years. Shelter 6 will hit shelves across Maharashtra and Goa this November, marking what its creators call a new chapter in India’s premium spirits category.

For Badshah, Shelter 6 is more than another business venture. “Shelter 6 goes beyond vodka, it’s an experience rooted in emotion, passion and authenticity. I’ve been involved in every part of the creative journey. It captures the spirit of today’s youth who live unapologetically and never slow down,” he said.

Every aspect of the brand carries his artistic imprint, from the pared-back design to the liquid’s balance of smoothness and intensity. Crafted for creators, performers and anyone who leads with confidence, the vodka aims to offer both sophistication and accessibility.

Cartel Bros co-founder and Living Liquidz and Mansionz founder Mokksh Sani said, “With Shelter 6, we are bringing the next big wave in premium spirits. After The Glenwalk and The GlenJourneys, we wanted something that blends craftsmanship with cultural energy. Badshah brought that vision alive.”

Flavoured variants are planned for release next year, expanding the brand’s footprint as it seeks to blend culture, craft and ambition in one sleek bottle.

Shelter 6 is more than a drink. It is a statement, distilled with purpose and designed for those who move through life with style, energy and intent.