Badshah, Karan Tacker, Ajay Devgn & Sanjay Dutt turn founders with their own alcohol brands that are shaping India’s drinking culture

Indian celebrities are no longer limited to ads when it comes to alcohol brands. Many are now founders of drinks that fans can buy, share, and gift. 

From vodka and agave to Scotch and single malt whisky, these brands reflect the taste and personality of the stars behind them and are finding space on festive tables across India.

Also read: “Typing ‘I love you’ never feels the same as saying it" - Meet Hyderabad founder who launches a voice-first app for real human connections (startuppedia.in)neha

Celebrities Turn Founders in India’s Alcohol Market

This shift shows how celebrities are choosing deeper involvement in alcohol brands. Each label carries a clear point of view, whether it is about nightlife, homegrown ingredients, calm sipping, or shared moments with friends. Below are four celebrity-founded brands that are gaining attention this festive season.

1. Shelter 6 by Badshah

Shelter 6 is a vodka co-founded by rapper Badshah. It is made in Russia and goes through six rounds of distillation using glacial lake water, which gives it a clean and smooth finish. Priced at ₹1,999 in Maharashtra, the vodka is aimed at nightlife and party settings.

Badshah has described Shelter 6 as a space for the “unfiltered and unapologetic.” The brand reflects his music, late nights, and free expression, without relying on flashy tricks. Flavoured versions are also planned for a future launch.

2. EL GOONDA by  Karan Tacker

Actor Karan Tacker’s EL GOONDA is a 100 percent Indian-grown agave spirit. It is available in Silver and Reposado, along with Picante, Café, and Strawberry options. Prices start at ₹1,499, and the brand also offers compact 180 ml bottles designed for festivals and house parties.

Tacker has said that EL GOONDA blends “attitude, flavour, and fearless fun.” The brand avoids Mexican imports and focuses on being proudly made in India. It also works alongside Goonda Energy drinks, adding to its social and party-friendly appeal.

Also read: This mechanical engineer quit high-paying job to rescue bees - Now clocks Rs. 65 Lakh annual turnover (startuppedia.in)

3. GlenJourneys by Ajay Devgn

Ajay Devgn entered the whisky space with GlenJourneys, starting with a limited 21-year-old Highland single malt. Only 600 bottles were released, priced at around ₹60,000. The whisky was first introduced through global travel retail before plans for India-focused releases.

Devgn has spoken about his focus on patience, balance, and quality. The brand keeps its design and messaging quiet, allowing age, cask work, and taste to take center stage. A Cask Series made for Indian buyers is expected next.

4. The Glenwalk by Sanjay Dutt

The Glenwalk is a blended Scotch whisky backed by Sanjay Dutt. Aged for three years and priced at ₹1,600 for 700 ml, the brand has seen rapid growth. It sold one million bottles in four months across 15 states and more than 10,000 outlets.

Dutt has said the whisky is meant to be easy to enjoy and shared with friends. The Glenwalk focuses on warmth and comfort, making it suitable for everyday gatherings rather than formal settings.

Also read: Meet these two 22-YO engineers who built India’s first AI-powered Robot that burns weeds with lasers instead of pesticides (startuppedia.in)