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Spirit maker Radico Khaitan on Tuesday announced DYAVOL Spirits a new venture with actor Shah Rukh Khan his son Aryan and Zerodha brokerages Nikhil Kamath. Radico Khaitan said it will invest Rs 40 crore for a 47.5 per cent stake in DYAVOL BV and DYAVOL India and be the largest shareholder as per an exchange filing. Shah Rukh Khan had launched DYAVOL as a luxury brand with his son Aryan.  The new venture will rely on Radicos distribution and marketing and DYAVOL teams creative abilities and will launch a luxury tequila soon. What Radico Khaitan Said About New JV? Abhishek Khaitan the managing director of Radico Khaitan said this is a long-term investment for the company in the luxury spirits segment. Khan said the partnership is seeking to build something bold relevant and future-facing while his son Aryan said the ambition is to build a brand which lives in culture. The brand intends to compete anywhere in the world Kamath said adding that premium alcohol is no longer defined by geography.  Radico Khaitan Managing Director Abhishek Khaitan said “With Diageo Spirits we are going to begin a bold new chapter.” He added that this is a long-term investment essential for the company’s growth. Radico Khaitan is one of India’s oldest liquor manufacturers established in 1943. What Radico Khaitan Does? It was originally known as Rampur Distillery. In the 1970s G.N. Khaitan father of Lalit Khaitan acquired the company. In 1998 the company launched its PM Whisky. Radico Khaitan has extensive experience in blending marketing and distribution.  It operates three distilleries with a total capacity of 321 million litres and its products are sold in over 100 countries. The objective of this partnership is to capture India’s premium spirits market as alcohol consumers in the country are now shifting their preference from traditional products to higher-quality offerings. (With Inputs From PTI)