After years of promoting gutka brands under the guise of “elaichi,” Bollywood star Ajay Devgn has now taken things up a notch — launching his own luxury whisky brand, Glen Journeys.
In a country still struggling with addiction and its devastating social impact, this move has raised eyebrows and drawn sharp criticism.
Made in the Scottish Highlands and launched in partnership with Cartel Bros, the whisky is marketed as a “blend of tradition and innovation.” Priced around ₹6,400, it’s part of Devgn’s plan to capture 20% of India’s single malt market within two years.
The brand will soon expand from Maharashtra to Haryana, Uttar Pradesh, Goa, and Chandigarh — spreading faster than common sense, critics say.
Ironically, the same actor who once appeared in gutka ads that targeted mass audiences is now turning his stardom toward alcohol promotion — all while Bollywood preaches “mental health awareness” and “youth empowerment.”
With stars like Shah Rukh Khan, Sanjay Dutt, Yuvraj Singh, and Rana Daggubati also jumping into the liquor business, the line between glamour and greed seems blurrier than ever.
At this rate, perhaps the next celebrity launch will be a hangover remedy — conveniently timed for their own customers.
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