Brands
Ajay Devgn takes a swing at India’s whisky drinkers
MUMBAI: Hindi cinema stars launching whisky brands is hardly novel. Ajay Devgn is having a crack anyway. The actor and entrepreneur has co-founded The GlenJourneys, a single malt scotch brand developed with premium spirits outfit Cartel Bros, which launched its Cask Series in India in October with the ambitious goal of capturing 20 per cent of the country’s luxury single malt segment within two years.
The brand made its global debut with the Pioneer Edition, a 21-year-old Highland single malt priced at Rs 50,000 and limited to 600 bottles worldwide, available only in select international duty-free shops. The India launch takes a more accessible approach. The Cask Series—finished in rum, bourbon and sherry casks—is priced at Rs 6,409 and crafted specifically for the domestic market, which is growing at seven per cent year-on-year.
Maharashtra gets first dibs. The GlenJourneys has targeted 10,000 cases in the state by the end of this financial year, with rollouts planned for Haryana, Uttar Pradesh, Goa and Chandigarh in November 2025, followed by other metros in early 2026. The brand has positioned itself as bridging tradition and modernity, appealing to both seasoned collectors and younger drinkers exploring premium spirits.
Living Liquidz and Mansionz founder and Cartel Bros co-founder Mokksh Sani delivered the expected patter about craftsmanship. “Age refines a whisky—but a great cask defines it,” he said, claiming each expression in the Cask Series reveals “distinctive character” that sets it apart from conventional single malts. Devgn chimed in with talk of tradition meeting innovation and “the quiet power of time, wood, and artistry.”
The GlenJourneys comes backed by Cartel Bros’ track record. The company makes The Glenwalk Scotch Whisky, which won gold at Mexico’s Spirits Selection Awards and best single malt scotch at the India Wines & Spirits Awards 2025. Whether those accolades translate into market share is another question entirely.
India’s premium whisky segment is crowded with international heavyweights like Johnnie Walker, Chivas Regal and Glenfiddich, alongside domestic players pushing upmarket. Celebrity endorsements open doors but don’t guarantee shelf space or repeat purchases. Devgn’s star power may generate initial buzz, but sustaining a 20 per cent market share target in a competitive, slow-growing category requires more than name recognition.
The brand’s pricing strategy suggests pragmatism. At Rs 6,409, The GlenJourneys Cask Series sits below ultra-premium territory whilst claiming luxury credentials through cask finishing and Scottish provenance. It’s a crowded middle ground where execution matters more than marketing spin. Whether Indian whisky drinkers buy into Devgn’s vision—or simply buy the bottle once out of curiosity—will become clear soon enough.
Brands
Maharashtra revokes Ola, Uber, Rapido bike taxi licences
Temporary e-bike taxi permits cancelled as firms fail to meet state rules
MUMBAI: Maharashtra’s roads are set to see fewer zipping two-wheelers after the state government pulled the plug on provisional licences granted to bike taxi giants Ola, Uber and Rapido. Transport Minister Pratap Sarnaik announced in the Legislative Council on Monday that temporary permissions would be revoked.
“These companies were given permission for just a month and were required to submit certain documents. Since they have not complied, their temporary licences are cancelled. This is to ensure illegal bikes do not operate on our roads,” Sarnaik said.
The move follows the Maharashtra E Bike Taxi Rules 2024, designed to generate employment for local youth and offer commuters a cheaper, greener ride option. The rules, approved in August 2024, allow electric bike taxis in cities with over one lakh residents.
Under the policy, only electric vehicles can ply as taxis, and operators had 30 days to fulfil licensing and compliance requirements. Yet, officials claim many continued operations without meeting these conditions. Sarnaik added that a large number of bike taxis currently running in Mumbai and the wider Mumbai Metropolitan Region are illegal.
In a firm enforcement twist, the government has instructed authorities to focus on vehicle owners rather than riders when registering cases. Safety concerns, particularly for women passengers, and accident complaints have also been flagged by the transport department.
Since April 2024, Regional Transport Offices have taken action against 130 non-compliant bike taxis, collecting fines exceeding Rs 33 lakh. Authorities say further measures will follow to ensure services adhere to regulations before returning to city streets.
Maharashtra’s bike taxi saga has been a rollercoaster. Initially banned in January 2023 due to concerns over private vehicles ferrying passengers, the sector was later formalised through an electric bike framework in 2024. Provisional licences were granted in 2025, but the government now warns that any bike taxi operating on city roads without proper permits will be considered illegal.
Adding to the transport shake-up, the government has also halted the issuance of new auto rickshaw permits from March 9 to ease urban traffic pressures and safeguard livelihoods of existing drivers. A fresh standard operating procedure for future permits is set to go before the state cabinet soon.
Maharashtra commuters may have to find alternative rides as the state reins in its two-wheeled taxi revolution, leaving app-based bikers in a legal limbo.
