Rangeela Vodka: Can Ranveer Singh’s New Venture Match the Success of SuperYou?

Bollywood’s energy powerhouse, Ranveer Singh, has now entered the luxury alcohol space with the launch of Rangeela Contemporary Indian Vodka on November 10, 2025. Partnering with Allied Blenders & Distillers (ABD) Maestro, Singh aims to bring India its first homegrown vodka brand that fuses world-class quality with desi vibrancy. But the big question is—can this new brand repeat the phenomenal success of his protein snack startup SuperYou, which crossed ₹100 crore revenue in just six months?

Rangeela Vodka: India’s New Premium Entrant

Priced at ₹2,400 for 750ml, Rangeela positions itself in the growing premium vodka segment. The Indian vodka market, currently valued at USD 3.18 billion, is projected to touch USD 4.63 billion by 2030. With consumption rising among urban millennials, vodka is no longer a niche it’s becoming a lifestyle choice. Rangeela’s tagline, “For the colourful ones,” mirrors Singh’s personality vibrant, unapologetic, and bold. The brand’s triple-distilled, platinum-filtered formula promises a smooth taste crafted for India’s new-age drinkers.

Singh’s Business Track Record: The SuperYou Effect

When Ranveer Singh turned entrepreneur in 2024 with SuperYou, a protein wafer brand, he didn’t just lend his name—he built the product from scratch. Within 90 days, SuperYou sold 1.6 million units and hit ₹100 crore in revenue with only four SKUs. The brand continues to grow at 25-30% month-on-month and aims for ₹500 crore in five years. SuperYou proved Singh could convert celebrity influence into real business success. The challenge now is replicating that in a highly regulated, fiercely competitive alcohol market.

The Business Landscape: Vodka Wars Are Heating Up

The Indian celebrity alcohol space is booming. Shah Rukh Khan’s D’YAVOL, Sanjay Dutt’s The Glenwalk, and Yuvraj Singh’s FINO Tequila have all made splashes, but with mixed success. While D’YAVOL struggled to cross €1.2 million in revenue over two years, Glenwalk broke records selling a million bottles in four months. Rangeela enters this space backed by ABD Maestro, a luxury spirits division of ABD, which already manages brands like Woodburns Whisky and Zoya Gin. ABD’s strong network across 30 countries gives Rangeela a powerful distribution advantage.

The Real Competition: Magic Moments

With a 60% market share, Radico Khaitan’s Magic Moments Vodka dominates the Indian market. Selling over 6.3 million cases annually, it generates nearly ₹1,000 crore in revenue. For Rangeela to make its mark, it must capture attention not just through star power but through taste, quality, and aspirational branding. And while Magic Moments is about mass appeal, Rangeela’s ₹2,400 price point positions it squarely in the premium urban segment, appealing to younger consumers in metros like Mumbai, Delhi, and Goa.

The Road Ahead: Opportunities and Risks

What Works in Rangeela’s Favour

1. Ranveer Singh’s ₹1,514 crore brand value ensures massive visibility.

2. Strong distribution via ABD’s 30-country network.

3. Premiumization trend in India’s alcohol market growing at 6.52% CAGR.

4. Youthful positioning appealing to India’s median age of 29.

5. Authentic involvement—Singh is not just endorsing; he’s co-owning.

What Could Go Wrong

1. Magic Moments’ dominance will be hard to shake.

2. High pricing may limit volume growth.

3. Marketing restrictions on alcohol ads reduce brand-building avenues.

4. Celebrity fatigue—Singh already endorses 45+ brands.

5. Regulatory complexity—state-wise licensing slows expansion.

Expert Insight

ABD Maestro’s MD Bikram Basu says,

“With Ranveer Singh as our Co-Founder and Creative Partner, Rangeela is here to disrupt. It’s premium quality with an Indian soul—celebration, colour, and fun.”

Industry analysts project the premium vodka segment will double in five years, driven by urban lifestyle upgrades and rising disposable income. Singh’s deep involvement and ABD’s solid backend create optimism—but execution will decide everything.

Verdict: Promising, but No Cakewalk

AltBollywood’s business forecast estimates Rangeela’s success probability at around 60-65%. If Singh can translate the SuperYou playbook authenticity, taste, and community storytelling Rangeela could easily cross ₹150 crore revenue by Year 2 and become a legitimate challenger brand. But if execution falters or pricing alienates consumers, it could stay a premium niche product rather than a breakout success. For now, Ranveer Singh has once again turned his brand into a business case study one that could either redefine India’s vodka market or join the long list of celebrity spirit experiments that lost their fizz.

Aapke Sawal, Hamare Jawab! (FAQs)

1. What makes Rangeela Vodka different from other Indian vodka brands?

Rangeela is triple-distilled, platinum-filtered, and crafted under Ranveer Singh’s creative direction. It combines premium quality with Indian-inspired branding aimed at young, urban consumers seeking an international experience with a desi twist.

2. Where can you buy Rangeela Vodka in India? Currently available in Maharashtra, Rangeela will soon launch in Goa, West Bengal, and North India, followed by major metros through ABD’s distribution network.

3. What is the price of Rangeela Vodka and who is the target audience?

A 750ml bottle costs around ₹2,400, targeting aspirational millennials and Gen Z consumers aged 25-40 in metro cities.

4. How does Rangeela compare to Magic Moments or D’YAVOL Vodka?

Magic Moments dominates mass-market vodka sales, while Rangeela focuses on the luxury experiential niche. D’YAVOL, on the other hand, leans toward global minimalism. Rangeela’s strength is its bold, expressive Indian identity.

5. Is Ranveer Singh directly involved in Rangeela’s production?

Yes. As Co-Founder and Creative Partner, Singh holds equity in ABD Maestro and participates in brand development, similar to his hands-on role in SuperYou.