In addition to India, it is also distributed in Thailand, other Asian countries and South America.

[8] The brand owes its name and Celtic imagery to the Scottish tradition of bagpipers leading soldiers into battle.

[8] The brand is marketed with the promotional slogan True Legend.

[11][12] 100 Pipers sponsors an annual "India Music Week" festival.

[15] 100 Pipers received a Gold Medal at "The Asian Spirits Masters 2014".