Cartel Bros. and Sanjay Dutt-backed label doubled their sales in the Scotch category amid subdued market trends
Cartel Bros and actor Sanjay Dutt’s whisky label, The Glenwalk, recorded sales of around 60,000 cases across Maharashtra between April and September 2025. The performance comes against a backdrop of uneven global demand and a slowdown in India’s overall whisky consumption, the company said in a media release on Wednesday.
In Maharashtra, The Glenwalk’s sales nearly doubled compared to its previous volumes, supported by growing consumer interest in accessible premium blends. Data from the International Wine & Spirits Record (IWSR) shows that Scotch continued to dominate India’s duty-free segment in 2024 with a 65 per cent share, even as total whisky consumption in the domestic market fell by 8 per cent.
“The Glenwalk’s adaptability and foresight have been key to its success. The brand has managed to connect deeply with evolving consumer preferences while staying true to the craft and authenticity that define good Scotch”, said Mokksh Sani, Founder of Living Liquidz and Mansionz, and Co-founder of Cartel Bros.
Co-founder Sanjay Dutt said the brand’s sales reflected its “alignment with consumer expectations for quality and value.”
The brand, launched just over two years ago in in 2023 by Cartel Bros—co-founded by Mokksh Sani, Jitin Merani, Rohan Nihalani, and Manish Sani alongside Dutt is produced in Scotland and distributed in 15 Indian states and four international markets. The company said it is currently available in more than 10,000 outlets and 24 duty-free stores.
