Actor Rana Daggubati has co-founded Loca Loka, a premium tequila brand merging Mexico’s agave distilling heritage with India’s vibrant cultural energy. Launched in Delhi, the award-winning brand enters India’s fast-growing tequila market with Blanco and Reposado variants, focusing on storytelling, premium cocktail culture and global appeal.
The launch of Loca Loka in India marks a spirited new chapter in the country’s premium alcohol landscape, blending global craftsmanship with a distinctly cross-cultural identity. Co-founded by actor and entrepreneur Rana Daggubati, the tequila brand enters the market with a narrative that is as bold and expressive as the spirit itself. By marrying Mexico’s centuries-old agave distilling tradition with India’s colour, rhythm and storytelling sensibility, Loca Loka positions itself not merely as a beverage, but as a cultural statement designed for a new generation of consumers.
Unveiled in Delhi, the brand arrives at a time when India’s tequila market is witnessing remarkable momentum. Once considered a niche category, tequila has steadily gained popularity among urban consumers, driven by evolving tastes, premiumisation and a growing cocktail culture. Industry projections estimate that the Indian tequila market will reach USD 1.68 billion by 2033, expanding at a compound annual growth rate of 12.1 percent. Against this backdrop, Loca Loka’s entry signals confidence in both the category’s potential and the appetite for premium, story-driven brands.
Rana Daggubati’s involvement brings a distinctive dimension to the launch. Known for his work across Indian cinema and his growing footprint as an entrepreneur, Daggubati has consistently shown interest in ventures that blend creativity with business. With Loca Loka, he steps into the premium spirits space with a clear emphasis on storytelling. According to him, the brand is not just about tequila in a bottle, but about creating a narrative that resonates across cultures. This philosophy is evident in every aspect of the brand, from its name and origin story to its production process and market positioning.
The name Loca Loka itself encapsulates the brand’s cultural fusion. “Loca” in Spanish translates to “crazy,” while “Loka” in Sanskrit means “world.” Together, they form the idea of a “crazy world,” reflecting the brand’s playful, vibrant and boundary-crossing ethos. It is a name that speaks to global citizens who are comfortable navigating multiple cultures and identities, a demographic that is rapidly expanding in urban India. This linguistic and cultural remix serves as a metaphor for the brand’s broader ambition: to connect traditions from opposite sides of the world through a shared spirit of celebration.
At the heart of Loca Loka’s offering is its commitment to authenticity and craftsmanship. The tequila is produced in the highlands of Jalisco, Mexico, a region renowned for its ideal climate and soil for cultivating blue agave. The brand is crafted under the expertise of a third-generation distiller, ensuring that traditional methods and deep-rooted knowledge inform every step of the process. By anchoring production in Mexico, Loca Loka aligns itself with the highest standards of tequila-making, reinforcing credibility in a market where consumers are becoming increasingly discerning.
Loca Loka enters India with two variants: Blanco and Reposado. The Blanco is positioned as a fresh, vibrant expression of agave, designed to be enjoyed neat or as the foundation for premium cocktails. The Reposado, aged to develop greater depth and complexity, offers a smoother profile that appeals to consumers seeking a more nuanced sipping experience. Together, the two variants cater to a broad spectrum of preferences within the premium segment, from cocktail enthusiasts to connoisseurs exploring tequila beyond its party image.
Before its Indian debut, Loca Loka had already made its presence felt internationally. The brand has launched in markets such as the United States and Southeast Asia, earning recognition and several international awards along the way. These accolades have helped establish its credentials as a serious player in the global tequila space, rather than a celebrity-led novelty. This global exposure also provides a strong foundation as the brand enters India, allowing it to leverage international credibility while tailoring its narrative to local sensibilities.
Distribution plans reflect a focused yet ambitious approach. Initially, Loca Loka will be available in key metropolitan markets including Delhi, Mumbai, Bengaluru and Hyderabad, cities that are at the forefront of India’s premium consumption trends. In addition, the brand will be stocked at select airport duty-free stores, targeting well-travelled consumers who are often early adopters of global spirits. This channel strategy aligns with the brand’s positioning at the intersection of global lifestyle and Indian vibrancy.
The timing of the launch coincides with a broader shift in India’s alcohol consumption patterns. Rising disposable incomes, exposure to international travel and an increasingly sophisticated bar and restaurant scene have fuelled demand for premium spirits. Tequila, in particular, has benefited from the global cocktail renaissance, with bartenders experimenting beyond traditional margaritas to create innovative, agave-forward drinks. Loca Loka’s arrival taps into this momentum, offering a product that is both authentic in origin and contemporary in expression.
Storytelling sits at the core of the brand’s marketing philosophy. Rana Daggubati has emphasised that Loca Loka is about more than just taste; it is about creating an emotional connection with consumers. This approach resonates strongly in a market like India, where narratives and cultural symbolism play a powerful role in shaping brand loyalty. By weaving together Mexican heritage and Indian energy, Loca Loka seeks to occupy a unique space in the consumer’s mind, one that feels global yet personal.
The brand’s visual identity and messaging further reinforce this narrative-driven approach. Vibrant colours, dynamic design elements and a sense of rhythm reflect the influence of Indian aesthetics, while the core product remains rooted in Mexican tradition. This balance allows Loca Loka to stand out in a crowded premium spirits market, where differentiation is increasingly driven by brand story as much as by product quality.
As Loca Loka begins its journey in India, it enters a competitive landscape populated by established international labels and emerging craft brands. However, its blend of authentic production, global recognition and culturally resonant storytelling provides a strong foundation for growth. The involvement of a high-profile co-founder like Rana Daggubati adds visibility, but the brand’s long-term success will hinge on its ability to consistently deliver quality and maintain relevance in a rapidly evolving market.
In many ways, Loca Loka reflects the spirit of its name: a celebration of a world that is increasingly interconnected, energetic and unafraid of mixing influences. By bringing together Mexico’s agave legacy and India’s vibrant cultural pulse, the brand offers a fresh expression of tequila for a new generation. As India’s premium spirits market continues to expand, Loca Loka’s launch stands as a compelling example of how global craftsmanship and local storytelling can come together to create something truly distinctive.
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