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Rana Daggubati comes from one of the most prestigious film families in India but the actor has never restricted himself to the movies. In the last few years, Rana has expanded his portfolio by entering businesses like coffee, gaming, restaurants, and just last year, he also launched a new AlcoBev brand. Along with Rana, music composer Anirudh Ravichander is the co-founder of the brand. While the brand is yet to be launched in India at a full scale, a 750 ml tequila of their brand roughly costs around Rs 5,000-Rs 7,000 at Indian duty free shops.
The name of Rana and Anirudh’s tequila brand, Loca Loka, is the combination of Spanish and Sanskrit. As per their website, Loca means ‘crazy’ in Spanish, and Loka means ‘world’ in Sanskrit, and currently their product is “authentically produced in Mexico” and “imagined in India.”
In 2024, the brand did a 2-day event in Singapore, after officially launching the brand in the US. The brand has a third co-founder as well, named Harsha Vadlamudi, and the tequila is made by a third-generation tequila maker named Willy Banuelos who told The Hindu that they play western classical music at the distillery as it apparently affects the fermentation process. To this, Anirush said, “The involvement of music to add layered nuances to the flavour was a complete surprise. Gave me plenty of ideas on our next range.”
This was the first entrepreneurial venture for Anirudh and he jumped into it believing that music and alcohol go “hand in hand.” “Music and alcohol naturally go hand in hand, and I saw how Tequila’s popularity among my social circle was growing. So, Loca Loka made a perfect entrepreneurial start for me,” he told the publication.
In an earlier chat with Mint, Rana spoke about launching in the US before launching in India and said that they are looking for global competitors in the field. “We want to compete with the entire world. Now, how much would we have been able to accomplish if we’d just launched here? Also, with tequila being prevalent globally, we think going through a mature market like the US will offer a young brand like ours a greater learning curve than anything else will,” he said as he acknowledged that “alcohol has transitioned from a taboo to a staple of popular culture.”
Rana and Anirudh had previously said that they plan to launch the brand in India in 2025 but so far, they are yet to make any announcement about the same.
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