Clean formulation takes centre stage in the premium vodka category with Shelter 6

Badshah, Co-Founder of Shelter 6, and Mokksh Sani, Founder of Living Liquidz and Co-Founder of Cartel Bros, discuss the focus on gluten-free and sugar-free vodka

Mumbai, 16 January 2026: Clean formulation is emerging as a defining theme in India’s premium vodka category, with Shelter 6 positioning itself around gluten-free and sugar-free credentials at a time when consumers are paying closer attention to what goes into their glass. Co-founded by rapper and cultural icon Badshah, the brand is seeking to reframe premium vodka around purity, transparency, and process rather than image alone.
Shelter 6 distinguishes itself through a six-time distillation process carried out in Russia, a method that the brand says delivers exceptional clarity and a notably smooth finish. Contrary to common perceptions that tequila is lower in calories than vodka, Shelter 6 claims its formulation contains fewer calories than tequila, reinforcing its positioning as a lighter, cleaner spirit designed to be enjoyed neat.

Commenting on the thinking behind the product, Mokksh Sani, Founder of Living Liquidz and Co-Founder of Cartel Bros, said the intent was to move beyond generic claims of purity. He noted that Shelter 6 was developed to be genuinely gluten-free and sugar-free without sacrificing taste or character, adding that the absence of unnecessary additives was as important as the distillation process itself in defining the vodka’s identity.
For Badshah, Shelter 6 represents a personal approach to clean drinking and informed consumption. He said the motivation behind the brand was to create a vodka where consumers know exactly what they are drinking, emphasising clarity, confidence, and a process free of shortcuts. The six-step distillation, he added, was central to achieving the smoothness that aligns with the brand’s philosophy.

Beyond formulation, Shelter 6 leans into cultural identity. The name reflects a space of belonging and creative energy, while the minimalist bottle design uses bold metallic tones and sharp detailing to stand out in low-light settings, reinforcing its presence across nightlife and social spaces.
The vodka is crafted by Cartel Bros, the group behind award-winning whiskies such as The Glenwalk and The GlenJourneys. With Shelter 6, the company extends its focus on craftsmanship into the vodka segment, aiming to shape contemporary drinking preferences.

Currently available across major Indian metros, Shelter 6 plans to introduce flavoured variants later this year. As ingredient transparency and clean formulation gain prominence among urban consumers, the brand is positioning itself as part of a broader shift in how premium spirits are evaluated in India.

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