The GlenJourneys Delhi NCR Debut Backed By Ajay Devgn

NEW DELHI, May 21, 2026: The GlenJourneys, the premium single malt whisky co-founded by actor Ajay Devgn and Mokksh Sani of Cartel Bros, has entered Delhi NCR with a ground-level expansion strategy focused on retail visibility, on-trade placements and direct consumer engagement. The move follows what the brand describes as strong early performance across its existing markets.

Delhi NCR is not a market you drift into. It is India's most competitive whisky battleground, high volumes, sophisticated consumers, a trade that has seen every brand pitch imaginable, and a bar scene that does not hand shelf space to newcomers without a fight. The GlenJourneys walking in with a structured on-ground plan, rather than just a distribution deal, says something about how serious the team is about making this market work.

The GlenJourneys Single Malt Pushes Into Delhi NCR With Retail and On-Trade Focus

Ajay Devgn, Co-Founder of The GlenJourneys, spoke about the brand's ambitions for the region and what the Delhi NCR entry means for its wider India story.

"We are excited to see the tremendous response that The GlenJourneys has received across our current markets. As we expand into Delhi-NCR, we are looking forward to great momentum, especially considering the region's strong demand for whiskey. This market holds immense potential and is incredibly promising for our brand. Our goal is to sustain this positive performance and continue growing The GlenJourneys at a pan-India and international level."

— Ajay Devgn, Co-Founder, The GlenJourneys

The mention of international ambitions alongside the Delhi NCR entry is worth noting. Most brands at this stage of growth focus entirely on domestic consolidation. The fact that Devgn is already talking about global scale while simultaneously executing a city-level rollout suggests the team is running two conversations at once, and backing both with real resources.

Cartel Bros Leads the On-Ground Execution in Delhi NCR

The expansion strategy in Delhi NCR is being led by the Cartel Bros leadership team, which includes co-founders Mokksh and Manesh Sani alongside Jittin Merani and Rohan Nihalani. The approach combines retail activation, trade education and curated consumer tastings, the kind of immersive, account-by-account work that builds genuine brand loyalty in a market as discerning as Delhi.

Alongside distribution, the brand is investing in collaborations with on-trade accounts and consumer experience events. The logic is straightforward: in a city where dozens of premium whiskies compete for the same shelf space and the same glass, showing up at the right bars with the right story matters as much as the liquid in the bottle.

Mokksh Sani Explains Why Delhi Is Where Scale Happens

Mokksh Sani, Founder of Living Liquidz and Mansionz and Co-Founder of Cartel Bros, did not soften his view of what this market means for The GlenJourneys.

"Delhi NCR is arguably the most important whisky market in the country and we are going in with a very clear plan. Our focus is to be hands-on, to educate the trade, activate at the right accounts, and ensure the brand is experienced the way it deserves to be. The GlenJourneys has earned its credibility early and Delhi is where we expect that to translate into serious scale."

— Mokksh Sani, Founder, Living Liquidz & Mansionz and Co-Founder, Cartel Bros

The phrase "earned its credibility early" is not throwaway language. For a brand that launched with a Cask Series, a more complex, enthusiast-facing product, to have built a meaningful consumer base before entering India's biggest whisky market is a deliberate sequencing call. It is easier to walk into Delhi with trade credibility than to try to build it there from scratch.

A Celebrity Co-Founder, a Trade-First Strategy and India's Biggest Whisky Market

Celebrity-backed spirits brands in India have a mixed track record. The ones that struggle typically lean too hard on the famous face and not hard enough on the product and trade execution. The GlenJourneys appears to be doing the opposite, using Devgn's name to open doors but putting the operational weight behind Cartel Bros' distribution expertise and the quality of the single malt itself.

Whether that balance holds as the brand scales across more Indian cities and eventually international markets is the real question. For now, Delhi NCR is where that theory gets its most demanding test, and the team seems to know it.