Hindus Upset Over Use of Sacred ‘Amrut’ Name in Alcohol Branding

Hindus have raised concerns over the use of sacred terms in the branding of alcoholic beverages – saying it disrespects important religious beliefs. Leaders argue that names drawn from Hindu philosophy and scripture should not be used for products like whisky (and rum and gin). The issue has sparked broader discussions about respecting religious sentiments in the contexts of commercial marketing.

Hindu statesman Rajan Zed, in a statement in Nevada (USA) today, said that amrut (amrta) emerged from Churning of the Ocean (samudra-manthana), which was extremely important part of Hindu faith; and linking whisky to it was trivialization of the oldest and third largest religion of the world with a rich philosophical thought.

Zed, who is President of Universal Society of Hinduism, noted that amrut was the name given to the nectar of immortality, which bestowed deathlessness. Selling whisky named as Amrut was highly misleading and it hurt the sentiments of the devotees. Moreover; amrut (amrit) was reportedly a highly revered term in Sikhism, Jainism, and some traditions of Buddhism.

It was highly abhorrent that one of this company’s whisky labels was marketed as “Aatma”, which meant the eternal self or soul which was divine, and formed a core concept of Hindu philosophy; Rajan Zed pointed out.

Both “amrut” and “aatma” found mention in various ancient Hindu scriptures and were serious concepts of Hinduism and should not be manipulated to market alcoholic drinks; Zed indicated.

Symbols and concepts of any faith, larger or smaller, should not be mishandled; Rajan Zed stated.

Awards-winning Amrut Distilleries Private Ltd (Since 1948), based in Bengaluru, which claims itself “World’s Best Single Malt Whisky” and Malt Gurus, manufactures these alcoholic drinks. It declares: “Amrut is India’s first, most awarded and most loved Single Malt Whisky”. “Amrut is now headed by Rakshit N Jagdale”, whose tagline is “Crafted in Time, Savored in Moments”.