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Following the footsteps of Sunil Shetty, Ranveer Singh, and Alia Bhatt, actor Sanjay Dutt has decided to invest in a Mumbai-based alcoholic beverages startup called Cartel & Bros. The newly formed company aims to import and retail a diverse portfolio of liquor brands in India, as confirmed by its executives.
One of the initial products lined up for launch is the popular Scotch whisky brand Glenwalk, which Cartel & Bros is importing directly from Scotland. The startup has plans to introduce other renowned brands, including vodka, tequila, and single malt, as disclosed by Mokksh Soni, the promoter of Living Liquidz.
Registered as a partnership firm on October 28, 2021, according to Zauba Corp, Cartel & Bros has designated partners such as Jitin Suresh Merani, Manish Srichand Pardasani, Rohan Niklesh Nihalani, and Moksh Shrichand Pardasani. Rohan Nilani, a promoter of Morgan Beverages, is also involved in the venture.
To facilitate its operations, Cartel & Bros has leased a factory in Scotland. The company aims to price its products reasonably, targeting younger consumers and aiming to establish a strong presence among them, as shared by Mokksh Soni in an interview with Economic Times.
The alcohol beverage industry presents unique challenges due to complex regulations, state-level taxation, and price control. However, Mokksh Soni remains optimistic that the startup will successfully attract the younger generation as consumers in the near future.
India has witnessed a significant surge in the demand for alcoholic beverages, making it a rapidly expanding market. Notably, in 2022, India surpassed France in becoming the largest market for Scotch whisky in terms of volume, with imports showing a remarkable 60% increase compared to the previous year, according to data from the Scotch Whisky Association (SWA).
This promising trend further emphasizes the potential for growth and profitability in the alcoholic beverages sector in India.