Leading actor Rana Daggubati, known for his ventures outside cinema, has teamed up with renowned music composer Anirudh Ravichander to launch a premium tequila brand called Loca Loka. This entrepreneurial move marks Ravichander’s first foray into the business world, driven by the belief that music and spirits are naturally intertwined.

While Rana Daggubati hails from a prominent Indian film lineage, he has continually broadened his business portfolio, which includes interests in gaming, restaurants, and coffee. His latest venture, Loca Loka, is a testament to this global outlook. The brand is positioned to compete on a global scale, which is why it was officially launched in the United States before its planned full-scale rollout in India.

A Name with Sanskrit Roots and a Global Price Tag

The brand name, Loca Loka, is a fusion of two languages, reflecting its cross-cultural identity. ‘Loca’ is the Spanish word for ‘crazy,’ while ‘Loka’ is the Sanskrit term for ‘world.’ The company website describes the product as being “authentically produced in Mexico” but “imagined in India.”

The tequila itself is crafted by third-generation maker Willy Banuelos. Adding a unique artistic dimension to its production, the distillery incorporates western classical music into its process. This unusual element is believed to influence the fermentation process, a fact that Anirudh Ravichander found particularly inspiring, noting that the involvement of music in layering flavor opened up new avenues for future products.

A 750 ml bottle of Loca Loka is currently priced between approximately Rs 5,000 and Rs 7,000 at Indian duty-free outlets.

Global Strategy Before Home Launch

Loca Loka’s strategy has been to target established international markets first. Following its official launch in the US, the brand hosted a major promotional event in Singapore in 2024.

Explaining the decision to launch abroad first, Daggubati shared that the company aims to compete globally. He views the US as a “mature market” that offers a young brand a greater opportunity for learning and growth than an immediate domestic launch. He also observed that in contemporary culture, alcohol has shifted from being a societal “taboo to a staple of popular culture.”

Loca Loka, which also lists Harsha Vadlamudi as a co-founder, is still awaiting its full-fledged launch in the Indian market, which the founders had initially indicated might happen in 2025.