NEVADA, USA: Hindus are expressing disappointment and frustration over alcoholic drinks manufactured by Bengaluru-based Amrut Distilleries, specifically calling out the use of the names Amrut and Aatma for their whisky, rum, and gin. Devotees find the branding deeply inappropriate, as it commercializes highly revered spiritual concepts.
In a statement issued in Nevada, distinguished Hindu statesman Rajan Zed emphasized that amrut (or amrta) emerged from the Churning of the Ocean (samudra-manthana)—an extremely significant event in the Hindu faith. Translating to the “nectar of immortality” that bestows deathlessness, linking this sacred nectar to whisky trivializes the world’s oldest and third-largest religion, which boasts a rich philosophical heritage.
Misleading Branding and Hurt Sentiments
Zed, who serves as the President of the Universal Society of Hinduism, noted that selling whisky under the name Amrut is highly misleading and deeply hurts the sentiments of devotees. Furthermore, the term amrut (or amrit) holds immense reverence beyond Hinduism, carrying deep spiritual significance in Sikhism, Jainism, and several traditions of Buddhism.
Additionally, Zed pointed out that another of the company’s whisky labels is marketed as “Aatma”. In Hindu philosophy, aatma signifies the eternal self or the divine soul, forming a core spiritual concept.
“Both ‘amrut’ and ‘aatma’ find mention in various ancient Hindu scriptures. These are serious concepts of Hinduism and should not be manipulated to market alcoholic drinks. Symbols and concepts of any faith, larger or smaller, should not be mishandled,” Rajan Zed stated.
About Amrut Distilleries
Operating since 1948 and currently headed by Rakshit N. Jagdale, Amrut Distilleries Private Ltd. is a Bengaluru-based manufacturer that claims to produce the “World’s Best Single Malt Whisky.” The company markets itself heavily around these names, declaring, “Amrut is India’s first, most awarded and most loved Single Malt Whisky,” accompanied by the tagline, “Crafted in Time, Savored in Moments.”
Hindu leaders and devotees are calling on the company to show religious sensitivity and reconsider using sacred terminology for alcoholic products.
