Badshah expands his creative universe beyond music with the launch of Shelter 6, a smooth vodka co-created with Cartel Bros, the innovators behind acclaimed whisky labels The Glenwalk with Sanjay Dutt and The GlenJourneys with Ajay Devgn.
The name Shelter stands for more than just a drink — it’s a space for everyone. A place where energy, creativity, and conversation flow without judgment. It’s about inclusivity, belonging, and celebrating individuality.
Product Craftsmanship & Identity
Distilled six times in Russia, Shelter 6 is crafted to be as smooth as water. Every pour reflects precision and purity, offering an unexpectedly clean, confident taste that redefines what it means to drink with attitude and intent. From its sleek metallic bottle to its refined clarity, Shelter 6 channels the energy of the modern generation — high-powered, expressive and unstoppable. The name itself stands for belonging and boldness, a shelter for the free-spirited, where expression, individuality, inclusion and energy collide.
Market Vision & Expansion
With ambitious plans to capture a minimum 25% share of India’s vodka market and achieve a valuation of ₹700 crore within three years, Shelter 6 aims to redefine the business of luxury drinking in India. Arriving across Maharashtra and Goa in November 2025, Shelter 6 represents a bold new chapter in India’s vodka spirits landscape, one that blends artistry, craftsmanship and culture in a single bottle.
Badshah’s Creative Involvement
For the multi-platinum rapper, singer-songwriter and record producer Shelter 6 is more than a drink. It is a reflection of identity, rhythm and creative freedom. “Shelter 6 goes beyond vodka, it’s an experience rooted in emotion, passion and authenticity. From developing the name to defining the visual identity, I’ve been personally involved in every step of the creative journey.
My goal was to create something that captures the spirit of today’s youth that is bold, disruptive and effortlessly smooth. Shelter 6 is for those who don’t slowdown, who live unapologetically and embrace every moment without holding back,” shares Badshah, co-founder of Shelter 6.
Design Philosophy & Consumer Appeal
Every element of Shelter 6 captures Badshah’s creative DNA. The design is bold yet minimal, while the liquid itself carries a balance of refinement and intensity. It is smooth enough to sip neat yet full of character for moments that are charged with energy. Crafted for those who perform, those who create, and those who lead with confidence, Shelter 6 is a spirit that invites everyone in. It celebrates individuality while remaining open to all who live life with authenticity and style.
Cartel Bros’ Perspective
Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz and Mansionz, adds, “With Shelter 6, we are bringing the next big wave in premium spirits. It is bold, energetic and crafted with absolute integrity. After the success of The Glenwalk and The GlenJourneys, we wanted to explore a new dimension that connects craftsmanship with cultural energy. Badshah brought that vision to life, combining authenticity, attitude and artistry in one bottle.”
