Actor Sanjay Dutt has recently invested in the alcobev startup Cartel & Bros, as confirmed by executives of the newly-founded company. Cartel & Bros aims to import and retail a portfolio of liquor brands in India.

According to Mokksh Sani, one of the five partners of the startup and promoter of liquor retail chain Living Liquidz, the startup’s initial offering is Glenwalk, a blended Scotch whisky brand imported from Scotland. Following this, the company plans to introduce brands of vodka, tequila, and single malt in the future.

Additional investors in the venture include Manesh Sani, who is also representing Living Liquidz, Jittin Merani from Drinq bar academy, and Rohan Nihalani, the promoter of Morgan Beverages.

Sani said Cartel & Bros has leased a factory in Scotland and that the company will price its products to make them accessible to a larger group of young consumers.

“We believe our collaboration has the ability to offer consumers accessible Scotch,” he said.

But alcobev is a challenging business, with complex regulation, multiple state-level taxation and price-control. “Yes it is a regulated market, but regulations exist in every business. India is a young country where consumers are willing to experiment,” Sani said.

This development coincides with India’s emergence as one of the rapidly expanding markets for alcohol sales. In terms of volume, the country has surpassed France and become the largest Scotch whisky market for the UK. According to data from the Scotch Whisky Association (SWA), imports witnessed a remarkable 60% increase in 2022 compared to the previous year.