Rana Daggubati's premium spirits brand, Loca Loka, is set to launch in India this November, bringing its handcrafted tequila to the country's growing market. Co-founded by Daggubati, musician Anirudh Ravichander, and entrepreneur Sree Harsha Vadlamudi, Loca Loka made its debut in the AlcoBev industry in 2024. The brand plans to target duty-free stores at airports first, partnering with GMR Airports to offer its Blanco and Reposado variants.
Loca Loka's initial focus on duty-free stores is a strategic move to attract premium travelers and build international provenance. According to Vadlamudi, the brand aims to establish a presence in all major Indian cities within the first three to six months of its launch. The brand's tequila is crafted in the highlands of Jalisco, Mexico, from 100% pure highland agave and aged for over six years.
Loca Loka's global approach has seen success in the US market, with 10x growth in 2024, thanks to support from the Indian diaspora. The brand has won several awards, including gold and silver medals at the San Francisco Spirits Awards. With its entry into India, Loca Loka aims to leverage its global recognition and appeal to the country's growing premium spirits market.
The brand's co founders are confident about the growth of the tequila category in India, despite the negative perception associated with it. Rajiv Ghumman, Global Business Head of Loca Loka, believes that building a global brand first and then introducing it to India can help consumers understand and appreciate the product better.