Badshah’s Shelter6 Wins Best Beverage Startup of the Year at Entrepreneur India Awards 2026
Mumbai: Shelter6, the premium Russian vodka brand co-founded by music icon Badshah and Cartel Bros, has been named Best Beverage Startup of the Year at the Entrepreneur India Awards 2026. The recognition celebrates the brand’s rapid growth, consumer traction and distinctive approach to India’s premium spirits market.
Since its launch in November 2025, Shelter6 has established a presence in more than 3,000 outlets, with distribution across Maharashtra, Goa, Uttarakhand, Uttar Pradesh, Haryana and other markets. Registrations and expansion into additional states and Union Territories are underway as the brand builds on its first year of growth.
Shelter6 brings together Badshah’s connection to contemporary music and culture with Cartel Bros’ expertise in beverage development, distribution and brand building. This combination has helped shape a brand identity that resonates with a new generation of adult consumers while supporting its expanding retail footprint.
Commenting on the recognition, Badshah, Co-Founder, Shelter6, said, “We started Shelter6 with the ambition of creating something that felt fresh, contemporary and genuinely connected to the new generation of consumers. To be recognised as the Best Beverage Startup of the Year by Entrepreneur India is a very special milestone for us. It is a validation of the belief and effort that has gone into building the brand, and we are only getting started.”
Mokksh Sani, Co-Founder, Cartel Bros and Co-Founder, Shelter6, said, “Shelter6 has had an incredibly exciting journey since its launch. From entering the market with a clear proposition to building a strong retail presence in a short period of time, the response has been extremely encouraging. This recognition by Entrepreneur India is a testament to the strength of the brand and the team behind it. Our focus now is on taking Shelter6 to more consumers and markets while continuing to build a brand that has a distinct identity within the category.”
A six-times-distilled Russian vodka, Shelter6 focuses on delivering a smooth drinking experience. The brand is also exploring extensions, including a Jamun variant, as part of its plans to introduce new flavours and broaden its portfolio.
Alongside distribution expansion, Shelter6 has invested in consumer activations and experiences rooted in music and social occasions. Its engagement with adult Gen Z and millennial consumers of legal drinking age remains central to its brand-building strategy.
The award marks a milestone as Shelter6 prepares for its next phase of growth, with a focus on reaching more markets, strengthening its retail network and developing new product experiences.
