Esquire Magazine Opening Whiskey Bars In India

Esquire is moving into India, but not by starting the expected local version of their magazine. Instead, the upscale men’s publication is partnering with Franchise India, Ltd. to open what is planned as the first in a chain of themed whisky bars in New Dehli.

“The Esquire brand has global recognition, epitomizing cool confidence, wit and style; the lounges will reflect that, offering guests a truly unique experience,” said vice president and global chief licensing director Steve Ross. “This partnership is an excellent opportunity to create a new business with a best-in-class operator and bring the spirit of our brand to a new audience.”

Added Gauday Marya, chairman of Franchise India Holdings: “Modern Delhites are looking for stylish venues to meet friends and colleagues. The Esquire lounges will embody the brand’s character, making them a perfect fit for India’s urbane, culturally savvy community.”

Esquire‘s parent company, Hearst Magazines, publishes Indian versions of Cosmopolitan and Harper’s Bazaar.