Indian rapper Badshah's Shelter6 sells 34896 bottles with milestone revenue of ₹5.46 crore

Plans to go on an aggressive expansion mode with 24 additional states and union territories, including Delhi, Rajasthan, Punjab, and Tamil Nadu.

Mumbai: Shelter6, the premium vodka co-founded by music icon and entrepreneur Badshah in partnership with Cartel Bros, has gained strong early momentum since its November 2025 launch. Within just three months, the brand recorded ₹5.46 crore in revenue and expanded to 696 retail outlets nationwide, with primary sales of 2,908 cases (12 bottles per case), marking a solid entry into India’s competitive alco-bev market.

The rollout has been strategically phased, with mapped distribution and state-wise registrations. Shelter6 is currently available in Maharashtra, Goa, Uttarakhand, Uttar Pradesh, and Haryana, with applications underway in 24 additional states and union territories, including Delhi, Rajasthan, Punjab, and Tamil Nadu. The brand has also secured duty-free presence at key airports such as Mumbai, Lucknow, Jaipur, Ahmedabad, Trivandrum, Amritsar, and Mangalore, strengthening its national visibility.

Sharing his thoughts on the brand’s expansion, Badshah, Co-Founder, Shelter6, shared, "Shelter6 was built to reflect the confidence of a new India, bold, global in outlook, but rooted in its own identity. The response we’ve received in such a short span proves that consumers are ready for a premium vodka that speaks their language. The sales momentum is encouraging, but more importantly, the cultural acceptance has been incredible. This is just the beginning, we’re focused on building a brand that scales globally while staying authentic at home."

Beyond domestic momentum, Shelter6 has secured its first export order of 7,080 bottles to Dubai, with expansion plans underway for the United States and Canada. On-ground, the brand has hosted takeovers at Qey and Dobara in Lower Parel, Bari in Dombivli, and Phelia Lounge in Malad, while integrating into major cultural events like DJ Tiësto and Himesh Reshammiya’s Pune concert, alongside curated tastings at Mansionz in Khar, Mumbai, further reinforcing its positioning as a premium vodka with global appeal and an Indian sensibility.

Echoing this optimism, Mokksh Sani, Founder of Living Liquidz & Mansionz and Co-founder, Cartel Bros, added, “The early performance of Shelter6 reinforces our belief that there is a strong appetite for premium spirits that combine global standards with local relevance. From retail uptake to duty-free presence, the brand has shown remarkable agility. We see Shelter6 evolving into a scalable international label with India at its core.”
 
The brand’s growth strategy is aligned with evolving consumer preferences in the premium clear spirits category, particularly among younger, urban audiences. Backed by Cartel Bros’ leadership team, including co-founders Mokksh Sani, Jitin Merani, and Rohan Nihalani, Shelter6’s expansion has been driven by a calibrated market-entry approach across retail, on-trade, and duty-free channels.