Loca Loka, a tequila brand born from the creative fusion of Indian and Mexican cultures, is redefining premium spirits globally. Spearheaded by Harsha, Rana Daggubati, and Anirudh Ravichander, Loca Loka blends traditional Mexican craftsmanship with a modern twist to create a truly unique drinking experience. This artisanal tequila, made from handpicked blue agave and aged in French and American oak barrels, celebrates heritage and innovation in every sip. With its bold vision and unmatched quality, Loca Loka is set to captivate audiences worldwide. Let’s see what Sree Harsha Vadlamudi, Founder and CEO of Loca Loka has to share with his audience.
Harsha, you’ve successfully entered the alcobev market with Loca Loka. Can you share the inspiration behind creating a tequila that merges Indian and Mexican cultures?
The inspiration behind Loca Loka comes from my fascination with blending cultures and creating something that tells a cross-cultural story. My time at Harvard opened my eyes to the endless possibilities of merging cultural identities in business. Loca Loka, meaning “Crazy World,” was born out of my desire to connect the Mexican tradition of tequila with an Indian perspective, creating something that speaks to people beyond borders. The concept started to solidify when I realized how closely the values of craft and tradition in Mexican tequila resonated with our values in India.
The more I thought about it, the more I believed that a high-quality tequila crafted in Mexico, but developed and marketed with an Indian touch, could bring something unique to the market. Partnering with a third-generation family in Mexico who shares this commitment to authenticity has made Loca Loka a true fusion of our worlds. It’s more than just a drink—it’s an experience that celebrates cultural unity, shared heritage, and a sense of adventure.
What unique challenges did you face when crafting Loca Loka tequila, and how did you overcome them?
Crafting Loca Loka was filled with challenges, each one a learning experience. Initially, the biggest challenge was finding the right partners. We didn’t want just any distillery; we needed a team that was equally passionate about preserving the artisanal methods and quality of tequila production. It took nearly a year of visiting multiple distilleries before we found a family-owned establishment in Mexico that aligned with our vision. The next challenge was figuring out the logistics of bringing an Indian brand of tequila into the U.S. market. Navigating the complexities of alcohol regulations, distribution systems, and licensing in a foreign market was no small feat.
To address this, we worked with legal and distribution experts to ensure that we met every requirement and built a solid presence in the market. We also had to be very strategic with our resources, investing carefully in dedicated production lines and choosing key markets in the U.S. as a starting point. It’s been a journey of patience, resilience, and immense teamwork. Each challenge strengthened our commitment to delivering a product that’s authentic, premium, and one of a kind.
How does Loca Loka plan to maintain its authenticity and quality as it expands globally, especially in diverse markets?
Maintaining authenticity and quality as we grow is at the core of our vision for Loca Loka. Our approach is rooted in respecting the traditional process while also adapting to the tastes of new markets. We are committed to ensuring that every bottle of Loca Loka is produced entirely in Mexico, adhering to the highest standards of tequila-making. Working with a family that has been crafting tequila for three generations gives us an advantage, as they bring an unparalleled depth of experience to the production process. As we expand, we will continue to rely on our dual-barrel aging process—using both French and American oak—to add a unique, layered flavor profile that resonates with both whiskey and tequila drinkers.
Additionally, we are careful about selecting our distribution and retail partners, ensuring they understand and value the artisanal nature of our product. This careful approach to growth, combined with consistent quality control and a strong brand story, allows us to stay true to our roots even as we reach new audiences around the world.
You mentioned that this is the first time three Indians have collaborated to introduce a Mexican beverage to an international audience. What significance does this milestone hold for you and the team?
For us, this collaboration is groundbreaking. It represents a first-of-its-kind partnership, where three Indians are introducing an authentic Mexican product to the world under a brand that celebrates both Indian and Mexican heritages. This milestone is significant because it challenges the traditional boundaries of the alcobev industry, which has often been dominated by Western brands. Collaborating with Rana and Anirudh, each of whom brings unique expertise and influence, allows us to redefine what it means to be an Indian brand in a global market. This isn’t just about selling tequila; it’s about showcasing that Indian entrepreneurs can bring genuine, high-quality products to the international stage. It’s about changing perceptions and setting a new standard for cross-cultural business ventures.
We hope that our success with Loca Loka will inspire more Indian brands to think globally and collaborate across cultures, especially in an industry as challenging and competitive as alcohol.
With tequila becoming increasingly popular worldwide, what strategies are you employing to distinguish Loca Loka from other premium tequila brands in the market?
As tequila’s popularity continues to rise, our strategy for Loca Loka centers on emphasizing quality, authenticity, and storytelling. One of the things that makes Loca Loka unique is our production process. We’re using blue agave plants grown in the rich, volcanic soils of Mexico, which impart a distinct character to our tequila. But beyond just premium ingredients, we use a dual-barrel aging process with both French and American oak barrels. This technique is not commonly found in the tequila industry, and it gives Loca Loka a layered, whiskey-like flavor profile that appeals to a broader audience, including those who typically enjoy whiskey or rum.
We’re also working hard on our brand story, using our Indian roots and our collaborative journey to connect with consumers on a deeper level. In a market full of celebrity-endorsed brands, we’re positioning ourselves as a brand with real cultural heritage, authenticity, and a clear commitment to quality. We want people to feel like they’re part of the Loca Loka story every time they take a sip.
The three of you come from different backgrounds. How did you collaborate on this project, and when did the idea for Loca Loka come about?
The idea for Loca Loka started about two and a half years ago, during casual discussions with Rana and Anirudh. Each of us brings a unique skill set—Rana is a master in branding and understands market dynamics deeply; Anirudh, with his creative genius, brings a fresh cultural resonance that appeals to a younger demographic; and I focus on the business and operational side. The collaboration has been incredibly enriching, as we all bring something different to the table, yet we share a unified vision. This project has truly been about combining our strengths, trusting each other’s expertise, and working towards a shared goal.
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Together, we’re more than the sum of our parts, and this partnership has made the entire process of creating Loca Loka both fulfilling and fun. It’s a brand that’s born from friendship, shared ambition, and a mutual respect for cultural authenticity.
Why did you choose tequila as your product, and not any other type of alcobev?
Tequila appealed to us for several reasons. Firstly, the global demand for tequila is growing rapidly, and it has unique health benefits that other spirits don’t offer. The blue agave plant, from which tequila is made, has properties that help with digestion and can even support blood sugar management, making it an attractive choice for health-conscious drinkers. Additionally, tequila has a strong cultural heritage and artisanal production methods that are both fascinating and inspiring. This fits perfectly with our vision for Loca Loka, as we wanted to create something that resonates deeply with consumers who appreciate both quality and history.
We wanted to introduce a drink that’s premium yet has a story of tradition and wellness. The choice of tequila allows us to align with these values while offering a high-quality product that’s both enjoyable and somewhat beneficial when consumed responsibly.
Loca Loka is described as more than just a tequila, but a celebration of heritage and culture. How do each of you personally connect with this vision?
For me, Loca Loka is a way to bridge cultural divides and create something that embodies the best of both Indian and Mexican heritage. I’m personally inspired by the story of the family distillery in Mexico we’ve partnered with; they’ve been crafting tequila for generations, with the same passion that I see in traditional Indian artisans. Rana resonates with the brand’s cultural storytelling aspect, and his expertise in branding and market positioning has given Loca Loka an identity that’s rooted yet innovative. Anirudh’s creative influence is essential—he connects with a younger audience and brings an artistic edge that’s crucial for a brand like ours.
Together, we connect with Loca Loka as something that goes beyond tequila—it’s about celebrating craftsmanship, authenticity, and cultural unity.
The name Loca Loka combines the Spanish “LOCA” and Sanskrit “LOKA.” How did you decide on this name, and what message do you hope it conveys to your audience?
Choosing the name Loca Loka was a deliberate decision to reflect our brand’s spirit of cultural fusion. “Loca” means “crazy” in Spanish, and “Loka” in Sanskrit represents “world.” We wanted a name that not only sounded unique but also communicated the idea of a global adventure, a “Crazy World” where cultures meet and something new is created. It’s an invitation to our audience to step into a world where they can experience the best of Mexico’s tequila craftsmanship with an Indian twist. The name encapsulates the spirit of fun, adventure, and cultural discovery, and we hope it encourages people to embrace the fusion of traditions with an open mind.
Can you share any memorable moments or anecdotes from the development and launch process of Loca Loka that highlight the cultural fusion and teamwork involved?
One memorable moment was sneaking our first batch of Loca Loka into a party for Rana’s birthday. We poured it side-by-side with established brands, and the response was overwhelmingly positive. People were intrigued and loved the taste, which confirmed that we had created something special. Another unforgettable experience was our visits to Mexico. Meeting the family behind the distillery, understanding their passion for tequila, and collaborating across languages and cultures really brought our vision to life. These experiences reinforced our belief in the product and showed us the power of shared purpose. It wasn’t just about launching a brand but creating something meaningful, rooted in trust and respect.
With the growing global appreciation for tequila, what future innovations or expansions do you envision for Loca Loka in the alcobev industry?
We envision Loca Loka growing steadily, starting with the U.S., then moving into cities like London, Dubai, and Singapore—places where there’s already a deep appreciation for premium tequila. In the long term, we’re excited to bring Loca Loka to India, introducing it through duty-free outlets to gauge the market before expanding into mainstream retail. We’re also exploring potential new variants, such as flavored or aged tequilas, which would allow us to showcase tequila’s versatility while staying true to our commitment to quality. Our goal is to establish Loca Loka as not just a tequila but as a lifestyle brand that embodies adventure, tradition, and excellence.
What do you hope consumers take away from the first sip, and how do you plan to continue engaging and surprising your audience in the future?
I hope that the first sip of Loca Loka transports people to the heart of Mexico and brings a sense of adventure and cultural discovery. I want them to taste the craftsmanship, the heritage, and the dedication that went into every bottle. Our goal is for each sip to be an experience, a reminder that this is a tequila created with love, respect for tradition, and a passion for quality. Moving forward, we plan to keep engaging our audience through immersive events, collaborations, and storytelling. We’re also planning educational initiatives to introduce people to the nuances of tequila, building a community around Loca Loka that appreciates both the drink and the cultural fusion it represents.
Loca Loka isn’t just a tequila; it’s a testament to the power of cultural collaboration and innovation. As it continues to expand across global markets, it carries the essence of its Mexican roots paired with Indian ingenuity. Whether you’re savoring its refined taste or resonating with its story, Loca Loka invites you to experience a spirit that’s as adventurous as it is authentic.
Cheers to a Crazy World—cheers to Loca Loka!
