Startup Originals Team
Global music icon, hitmaker and entrepreneur Badshah has expanded his creative universe beyond music with the launch of Shelter 6, a premium high-energy vodka co-created with Cartel Bros, the makers behind acclaimed whisky labels The Glenwalk (with Sanjay Dutt) and The GlenJourneys (with Ajay Devgn). Introduced in Mumbai on November 15, 2025, Shelter 6 aims to redefine India’s vodka landscape with its bold identity, elevated craftsmanship and cultural resonance.
A Vodka That Stands for Inclusion, Identity and Creative Energy:
More than a beverage brand, Shelter 6 is built around the philosophy of creating a space for everyone, a metaphorical “shelter” where creativity, expression and individuality thrive without judgment. The brand mirrors Badshah’s inclusive artistic identity, encouraging people to embrace confidence, community and unfiltered self-expression.
Six-Times Distilled in Russia for the Smoothest Possible Experience:
Shelter 6 is distilled six times in Russia, producing a liquid so clean and silky that it aims to glide like water. Each batch reflects precision and purity, offering a remarkably smooth, crisp and confident taste.
From its sleek metallic bottle to its ultra-refined clarity, Shelter 6 is crafted for the high-powered, expressive and unstoppable modern generation, those who live boldly, create freely, and refuse to slow down.
Bold Market Ambitions for India’s Evolving Spirits Industry:
With its launch, Shelter 6 sets ambitious goals:
- Capture at least 25% of India’s vodka market
- Achieve a ₹700 crore valuation within three years
Rolling out first in Maharashtra and Goa in November 2025, Shelter 6 enters a booming premium-spirits segment shaped by young consumers seeking authenticity and craftsmanship.
Badshah’s Creative Imprint at Every Step:
For Badshah, Shelter 6 is more than an entrepreneurial venture, it is an extension of his artistic DNA.
He shares:
“Shelter 6 goes beyond vodka, it’s an experience rooted in emotion, passion and authenticity. My goal was to create something that captures the spirit of today’s youth: bold, disruptive and effortlessly smooth.”
Badshah was deeply involved in shaping the name, visual identity, bottle design and the brand’s energetic personality. The result is a spirit crafted for performers, creators, leaders and anyone who lives unapologetically.
Cartel Bros Bring Craftsmanship, Innovation and Cultural Insight:
Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz & Mansionz, emphasised the “next big wave” Shelter 6 brings to the premium spirits space.
He notes:
“It is bold, energetic and crafted with absolute integrity. Badshah brought authenticity, attitude and artistry to the bottle.”
With prior successes in celebrity-led whisky collaborations, Cartel Bros strengthens its reputation for blending craftsmanship with cultural momentum.
A Spirit Designed for Unforgettable Moments:
Every sip of Shelter 6 delivers:
- Refined clarity
- Silky texture from six-stage distillation
- A smoothness that works neat, on the rocks or in cocktails
Shelter 6 is built for nightlife, performance, celebration and high-energy moments meant to be remembered.
A New Era for India’s Premium Vodka Market:
The launch elevates Cartel Bros’ position as pioneers in India’s fast-growing premium beverage space. Together with Badshah, they have created a vodka that transcends category boundaries, blending artistry, attitude and world-class craftsmanship.
Shelter 6 will be available across key metros in November 2025, with flavored variants set to debut the following year.
About Shelter 6:
Shelter 6 is a premium vodka co-created by Badshah and Cartel Bros, crafted with six-stage Russian distillation for exceptional smoothness. Designed for creators, performers and free-spirited consumers, Shelter 6 offers a crystal-clear taste profile ideal for neat pours, on-the-rocks serves or dynamic cocktails. The brand launches in India’s major metros in November 2025, with flavored extensions planned for the following year.
