A controversy has erupted in Uttar Pradesh over the launch of a whisky brand named 'Sangam World Malt Whisky'. The product, introduced in 2024 by Radico Khaitan Limited (formerly Rampur Distillery), has drawn sharp criticism from seers and religious leaders who are threatening to launch a major agitation if the name is not withdrawn.
Seers Express Outrage
The seers have condemned the use of the term 'Sangam', which holds deep religious significance in Hinduism. Sangam refers to the confluence of rivers, most notably the Triveni Sangam in Prayagraj, where the Ganga, Yamuna, and the mythical Saraswati meet. This site is considered highly sacred and is a major pilgrimage destination.
Swami Avimukteshwaranand, a prominent seer, stated, "The name 'Sangam' is associated with our holiest of places. Using it for an alcoholic beverage is a direct insult to our faith. We will not tolerate this." He further warned that if the company does not rename the product, seers would launch a statewide agitation, including protests and legal action.
Company's Stance
Radico Khaitan Limited has defended the brand name, stating that 'Sangam' is a common word meaning 'confluence' and is used in various contexts across India. A company spokesperson said, "Our intention was never to hurt religious sentiments. The name reflects the blending of fine malts, symbolizing a meeting of flavors. We are open to dialogue with the seers to resolve this matter amicably."
However, the seers remain unconvinced. They have demanded an immediate withdrawal of the product name and have threatened to intensify their protest if their demand is not met within a week.
Background of the Product
Sangam World Malt Whisky was launched in 2024 as a premium offering from Radico Khaitan, one of India's oldest distilleries. The company has a history of producing popular brands such as Magic Moments and 8 PM. The whisky is positioned as a blend of Indian and international malts, targeting the growing premium segment in the country.
The product is currently available in several states, including Uttar Pradesh, where the controversy has now erupted. The timing of the protest is significant as it coincides with the ongoing Kumbh Mela preparations, a major Hindu festival that draws millions of devotees to the Sangam in Prayagraj.
Political Reactions
The issue has also drawn political attention. Opposition parties in Uttar Pradesh have criticized the state government for allowing the sale of a product with a religiously sensitive name. Samajwadi Party spokesperson said, "The government should have intervened earlier to prevent this insult to Hindu sentiments. We demand immediate action."
The ruling Bharatiya Janata Party has remained cautious, with a senior minister stating that the matter is being looked into and that the government respects all religious sentiments.
Broader Implications
This controversy highlights the ongoing sensitivity around the use of religious and cultural symbols in commercial products in India. In the past, several brands have faced backlash for using names or imagery considered sacred, leading to rebranding or withdrawal.
Legal experts point out that while there is no specific law prohibiting the use of religious terms in product names, companies must be mindful of public sentiment. The Indian Penal Code includes provisions for hurting religious feelings, which could be invoked in such cases.
As the seers prepare for their agitation, all eyes are on Radico Khaitan and the Uttar Pradesh government to see if a resolution can be reached before the situation escalates further.
