The GlenJourneys, premium single malt whisky co-founded by Ajay Devgn with Mokksh Sani from Cartel Bros, is venturing in Delhi NCR with a focused on-ground expansion strategy. As part of this phase, the brand is deepening its local presence across the region, aimed at enhancing retail visibility, on-trade engagement, and overall market connect. By building stronger local networks, the brand aims to ensure not just availability, but consistent visibility and recall across key consumption touchpoints.
The expansion builds on the brand’s strong early momentum, having achieved a total turnover of ₹10 crore in 6 months. It recorded sales of 10,000+ bottles, with presence across 437 retail outlets nationwide. Currently looking to expand in Goa, Uttarakhand, Uttar Pradesh, Delhi, and Haryana, The GlenJourneys continues to progress with registrations across 23 additional states and union territories, including Punjab, Rajasthan, and Chandigarh.
Sharing his thoughts on the Delhi NCR push, Ajay Devgn, Co-Founder, The GlenJourneys, said, “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.”
Alongside distribution, the brand continues to invest in curated experiences, tastings, and on-trade collaborations, ensuring a more immersive connection with consumers. Backed by Cartel Bros' leadership team, including co-founders Mokksh and Manesh Sani, Jittin Merani, and Rohan Nihalani, this approach enables sharper execution at a city level, allowing the brand to adapt to local consumption patterns while maintaining consistency in delivery.
Commenting on the strategy, Mokksh Sani, Founder, Living Liquidz & Mansionz and Co-Founder, Cartel Bros added, “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.”
With a clear focus on strategic expansion, product credibility, and market-specific execution, The GlenJourneys continues to position itself as a premium single malt that blends Scotch heritage with a modern Indian perspective, building both depth and distinction across key markets.
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