Ajay Devgn’s Whisky Brand Hits Delhi NCR After ₹10 Crore Sales in Just 6 Months

Ajay Devgn-backed premium single malt whisky brand The GlenJourneys has officially expanded into the Delhi NCR market, marking a major step in its India growth journey. Co-founded by Ajay Devgn and Mokksh Sani of Cartel Bros, the premium whisky brand is entering one of India’s biggest whisky consumption markets with a focused expansion strategy.

The company plans to strengthen its retail presence, improve on-trade engagement, and build stronger consumer connections across Delhi NCR through a more localized market approach.

Strong Early Growth Drives Expansion

The Delhi NCR launch comes after The GlenJourneys posted strong business growth in a short time. In just six months, the brand has achieved a turnover of ₹10 crore, sold over 10,000 bottles, and expanded its availability to 437 retail outlets across India.

The company is also actively expanding into Goa, Uttarakhand, Uttar Pradesh, Delhi, and Haryana. Alongside this, registrations are underway in 23 additional states and union territories, including Punjab, Rajasthan, and Chandigarh.

Ajay Devgn on Delhi NCR Expansion

Speaking about the expansion, Ajay Devgn, Co-Founder of The GlenJourneys, said the brand has received a highly encouraging response in existing markets.

He said Delhi NCR offers huge potential due to its strong whisky demand, and the company is optimistic about maintaining this momentum while growing both across India and in international markets.

Focus Beyond Distribution

The GlenJourneys is not limiting its Delhi NCR strategy to product availability alone. The brand is also investing in curated consumer experiences, premium tastings, and strategic on-trade collaborations.

This approach aims to create a stronger emotional and experiential connection with consumers while helping the brand stand out in the competitive premium whisky segment.

Cartel Bros Local Market Strategy

The expansion is being led by the Cartel Bros leadership team, including co-founders Mokksh Sani and Manesh Sani, along with Jittin Merani and Rohan Nihalani.

The team is following a city-level execution strategy that allows the brand to adapt to local consumer preferences while maintaining consistency in product positioning and customer experience.

Mokksh Sani, Founder of Living Liquidz & Mansionz and Co-Founder of Cartel Bros, said Delhi NCR is one of India’s most important whisky markets.

According to him, the company is entering with a clear plan focused on trade education, targeted activations, and ensuring consumers experience the brand in the premium manner it deserves. He added that Delhi is expected to play a major role in scaling the brand further.

What Makes The GlenJourneys Different?

The GlenJourneys is positioning itself as a premium single malt that blends Scotch heritage with a modern Indian perspective.

One of its biggest highlights is its triple cask-finishing process, designed to create a deeper and more refined whisky experience.

1. Bourbon Cask Finish: Delivers notes of oak, vanilla, baking spices, sweet caramel, and subtle smoke.
2. Sherry Cask Finish: Adds dried fruit richness, warm spice, and woody depth.
3. Rum Cask Finish: Brings tropical hints, mellow spice, and refined complexity to the Highlands malt.

Premium 21-Year-Old Expression

The GlenJourneys 21-Year-Old is a limited-edition single malt Scotch whisky crafted by Cartel Bros, the makers of The Glenwalk, and co-founded by Ajay Devgn.

Aged in carefully selected American oak casks, this premium expression offers a rich and smooth flavour profile with tasting notes of vanilla, ripe fruits, toasted oak, soft spice, and a long smoky finish.

Growth Plans Ahead

With strong early sales performance, expansion into high-demand whisky markets, and a premium brand-building strategy, The GlenJourneys is looking to strengthen its footprint in India’s fast-growing premium whisky industry while also preparing for international expansion.