Bollywood actor and entrepreneur Ajay Devgn has forayed into India’s luxury spirits market with the launch of The GlenJourneys, a premium single malt whisky crafted in the Scottish Highlands and curated for Indian whisky drinkers. Co-founded with premium liquor firm Cartel Bros, the brand aims to build a strong presence in India’s rapidly expanding single malt segment, currently growing at nearly 12% annually.
The first collection under the label, called The Cask Series, features whiskies finished in rum, bourbon, and sherry casks, each designed to offer depth and diversity suited to Indian palates. Priced at around ₹6,409 in Mumbai, the range positions The GlenJourneys within the country’s ultra-premium whisky segment, where consumer demand for authenticity and craftsmanship is surging.
Speaking on the launch, Devgn described The GlenJourneys as a balance between “tradition, innovation, and patience,” emphasizing how each variant embodies the character of the cask and the care taken through maturation.
Following a limited debut at select international duty-free stores, The GlenJourneys is now rolling out across India, beginning with Maharashtra, where it targets sales of 10,000 cases by March 2026. The brand will expand to Haryana, Uttar Pradesh, Goa, and Chandigarh by the end of this year, followed by Delhi and Bengaluru in early 2026.
The lineup also includes The Pioneer Edition, a 21-year-old Highland single malt, limited to just 600 bottles worldwide and priced at approximately ₹50,000. The collector’s edition has already drawn attention among global whisky aficionados for its refinement and exclusivity.
Devgn’s entry into the whisky business reflects a growing wave of celebrity-led ventures in India’s luxury beverage space. With The GlenJourneys, he hopes to bring a distinct, globally benchmarked single malt experience to Indian connoisseurs.
