Esquire whiskey and cigar lounges in India

Media company Hearst Magazines International, publisher of journals like Cosmopolitan and Esquire, is planning to expand its operations in India over the next few years—not by launching new magazine editions, but by setting up premium whiskey lounges across the country.

Esquire whiskey and cigar lounges will be launched by the company, in partnership (licensing agreement) with franchise solutions company Franchise India Holdings Ltd, under which the latter is looking to invest $4-5 million over the next few years.

The first Esquire lounge is scheduled to open in central Delhi in early 2018 and will be followed by 14 more lounges in other major cities. Esquire, which was founded as a men’s apparel trade magazine, was acquired by Hearst in 1986.