From Silver Screen to Spirits: A Celebrity Venture into Tequila
Indian actor Rana Daggubati, scion of a renowned film family, is making waves far beyond the cinema hall. Alongside celebrated music composer Anirudh Ravichander, he has co-founded a premium tequila brand named Loca Loka. This venture marks a significant diversification for both personalities, who are tapping into the burgeoning global spirits market. While the brand has captured international attention, its full-scale launch in the founders' home country, India, is still eagerly awaited.
The Brand: A Fusion of Cultures in a Bottle
The name Loca Loka itself is a testament to its cross-cultural identity. It is a creative blend of Spanish and Sanskrit, where 'Loca' translates to 'crazy' in Spanish and 'Loka' means 'world' in Sanskrit. This philosophy of 'East meets West' is central to the brand, which is authentically produced in Mexico but imagined in India.
Currently, Indian consumers can get a taste of this celebrity-endorsed spirit primarily at duty-free shops, where a 750 ml bottle carries a price tag of approximately Rs 5,000 to Rs 7,000. The brand officially launched in the United States and followed up with a two-day event in Singapore in 2024, signaling its global ambitions from the outset.
The Craft and The Co-Founders' Vision
The tequila is the brainchild of three partners: Rana Daggubati, Anirudh Ravichander, and a third co-founder, Harsha Vadlamudi. The production is handled by a third-generation tequila maker, Willy Banuelos, whose distillery employs a unique method. Banuelos revealed that they play western classical music during the fermentation process, believing it influences the final flavour profile.
This detail particularly resonated with Anirudh, for whom Loca Loka is a first entrepreneurial step. "The involvement of music to add layered nuances to the flavour was a complete surprise. Gave me plenty of ideas on our next range," he remarked, adding that he joined the venture because "music and alcohol naturally go hand in hand."
Rana Daggubati explained their strategic decision to launch in mature markets like the US before entering India. "We want to compete with the entire world," he stated, emphasizing that this approach offers a steeper learning curve for their young brand. He also astutely observed that alcohol has transitioned "from a taboo to a staple of popular culture" in India, highlighting the shifting social landscape.
The Road Ahead: An Indian Launch on the Horizon?
While the brand has seen success overseas, its Indian fans are still waiting for a domestic launch. The founders had previously expressed intentions to bring Loca Loka to the Indian market in 2025. However, as of now, no official announcement has been made regarding this plan, leaving consumers and industry watchers in anticipation of when this globally-minded tequila will finally come home.
