New Delhi: Premium single malt whisky brand The GlenJourneys, co-founded by Bollywood actor Ajay Devgn and Mokksh Sani, is accelerating its India expansion strategy with a major focus on the Delhi NCR market, one of the country’s largest premium whisky consumption hubs.
The latest expansion comes as the brand continues to scale rapidly across multiple Indian states and international markets within months of its launch. Industry observers see Delhi NCR as a critical market for premium and luxury spirits due to rising consumer demand, strong nightlife culture and growing preference for single malts among younger urban consumers.
According to industry reports, The GlenJourneys has already expanded across Maharashtra, Goa, Uttarakhand, Uttar Pradesh, Delhi and Haryana, while registrations are underway in over 20 additional states and union territories.
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Launched in late 2025, the brand initially entered Maharashtra before gradually expanding into northern and western Indian markets through premium retail stores, hotels, bars and luxury hospitality outlets. The company has also entered India’s duty-free retail segment at major airports including Mumbai, Lucknow, Jaipur and Ahmedabad.
The GlenJourneys recently reported sales of more than 8,600 bottles with turnover exceeding ₹4 crore within its first few months of operations, signalling strong early traction in India’s fast-growing premium whisky category.
Speaking about the Delhi NCR expansion, Ajay Devgn said the region holds strong long-term growth potential for the brand due to its established whisky market and premium consumer base.
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“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,” Devgn said.
The actor-entrepreneur added that the company plans to continue building the brand at both pan-India and international levels.
Apart from domestic expansion, The GlenJourneys has also secured export opportunities in Dubai and is evaluating future entry into North American markets including the US and Canada.
The company is simultaneously strengthening its presence through curated tasting sessions, premium hospitality collaborations and immersive consumer engagement activities. Backed by Cartel Bros, the brand is focusing on city-specific execution strategies to align with regional consumption patterns and premium retail demand.
Commenting on the Delhi NCR strategy, Mokksh Sani said the company is entering the market with a clear long-term approach centred on trade education, premium activations and stronger consumer experiences.
“Delhi NCR is arguably the most important whisky market in the country and we are going in with a very clear plan,” he said.
The expansion reflects the growing momentum of India’s premium single malt segment, where celebrity-backed luxury spirit brands are increasingly competing for market share amid rising consumer interest in high-end whisky experiences.
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