Sukhinder, along with his brother, started The Whiskey Exchange (TWE) over two decades ago. Today, it has reached the pinnacle of family-owned enterprise with a global digital footprint. From the burgeoning of supermarkets to the e-commerce boom, their liquor retail shops have tided over many business challenges and ridden on technology tailwinds.

Today, the world’s biggest online liquor retailer sells more than 60,000 bottles a month to customers in 55 countries. TWE also set up Elixir Distillers, the creator, blender and bottler of fine spirits. These are now exported to more than 20 countries.

But the company's real point of difference was, and remains, its enormous collection of old, rare or discontinued bottles of whisky, amassed from years of patient collecting. The sources for these bottles can range from long-term clients that wish to dispose of their personal collections to speculative calls or walk-in customers who have found or inherited a dusty old bottle in a relative’s cellar or attic.