Blending India & Mexico in a bottle

With his vast experience in the food and beverage industry, Harsha Vadlamudi, managing partner of Ironhill India emerged with a desire to create a distinctive spirit that was a fusion of the vibrant cultures of Mexico and India. This led Harsha to co-found Loca Loka Tequila along with equally passionate partners like actor Rana Daggubati and musician Anirudh Ravichander.

Despite being on opposite sides of the world, Indian and Mexican cultures share surprising similarities—strong family values, love for drama in storytelling, rich culinary traditions, and a flair for celebration. These parallels inspired Harsha to cocreate a brand that aims to bridge these two vibrant cultures.

While tequila is authentically Mexican, as it must be geotagged and produced in Mexico, the brand is ideated by Indians. “Our motto reflects this fusion: Conceived in India, born in Mexico, for the global palate,” says Harsha.

Loca Loka is an additive-free expression made from 100% agave sourced from the renowned Jalisco region in Mexico. Everything from the product label to the brand identity celebrates the authenticity of both cultures. However, the tequila launch in India will have to wait until late next year. The brand is presently available in five states of the US, starting with Florida. It was also launched in Singapore in November.

Harsha is not new to the alcohol beverage industry. His journey in the food and beverages industry began in 2011-12, and over the years he has focused on crafting brews and beers, introducing microbreweries across tier-2 cities and metropolitan areas in India.

Sourcing and Making

With the founding of the Loca Loka Tequila, Harsha veered into this segment, using agave that is sourced exclusively from the highlands of Jalisco in Mexico. Located at about 6,000 feet above sea level, this region has rich volcanic soil that imparts a unique flavour profile to the agave. “Our Blanco tequila reflects this terroir with its crisp, clean taste and natural sweetness. For our Reposado, we age the same Blanco in American and French oak barrels,” explains Harsha.

This maturing process adds layers of complexity, with hints of whisky-like notes at the finish. The result is a versatile tequila that appeals to both traditional drinkers and those new to the category.

One of the biggest challenges, according to Harsha, was finding the right distillery partner. He visited 15-16 distilleries before finalising Hacienda de Bañuelos, situated in the Jalisco Highlands. The distillery is led by a master distiller who has a legacy of crafting premium tequila, including Casa de Oro, which Bacardi acquired for half a billion dollars. Now, the second generation of the family also maintains an unwavering commitment to quality and craftsmanship.

Their stringent quality standards aligned with Harsha’s vision of producing authentic and 100 percent additive-free tequila—no added sugars, glycerine, or artificial flavours. “While many commercial brands rely on additives for consistency, we let the natural flavours of highland agave shine through. For us, it’s essential to produce only as much as we can maintain without compromising authenticity. If there’s a shortage, we’d rather accept that than dilute our standards,” he adds.

The distillery has a production capacity of approximately 1.4 million litres per month, though they keep their operations selective. Apart from their own Mexican brand, El Mexicano, Loca Loka is the only brand they produce for international markets.

Way Forward

Loca Loka’s long-term goal is to spread across four continents by September 2025 before entering the Indian market. The brand is planning to launch the product in the GCC region, Dubai, and London soon. By January 2025, Loca Loka will cover more states in the US, including Arizona and Nevada. This will be followed by a grand multi-city launch in India in September-October 2025, focusing on metro cities along with Goa.

Currently, the founders are completing the groundwork, including licensing and recruitment. The brand will tap into both metropolitan and tier-2 cities in India too.

Besides Harsha is looking forward to the launch of another variant, Añejo tequila in March-April 2025 in Boston. In an attempt to build a unique connection with the audience, the brand is also working on music-centric and experiential campaigns that highlight the fusion of Indian and Mexican cultures.

The US Market

Harsha, along with Rana Daggubati and Anirudh Ravichander, spent over two years ideating and planning before officially launching Loca Loka in August 2024, starting in the US market. This move, according to Harsha, was strategic because the US is the largest and most competitive tequila market, offering the perfect platform to establish a mid-premium segment product like Loca Loka. Blanco and Reposado are priced at USD 39.99 and USD 49.99, respectively, in retail and on-premise markets, making them accessible to a broad urban audience while maintaining a sense of exclusivity.

Since the launch of the brand, the response has been overwhelming. “Within 50-60 days, we’ve reached over 300 outlets and sold around 1,000 cases. More importantly, many outlets have already placed repeat orders, which is a strong indicator of consumer satisfaction,” Harsha exclaims.

Harsha credited Rana and Anirudh for shaping the brand identity. Rana has been instrumental in defining the creative direction of Loca Loka. From the label design to the brand’s overall storytelling, he ensured the project aligned with Harsha’s vision. Anirudh, on the other hand, brought a musical element to the brand, launching Loca Loka at his concerts in the US, and he’s integrating the brand into his world tours too. “Their involvement has helped position Loca Loka as more than just a tequila—it’s a cultural experience,” states Harsha.

Spreading the Wings

The global tequila market has high entry barriers, and in the eastern hemisphere, tequila is an emerging product showing remarkable growth in the past 4-5 years. The brand’s long-term goal is to be present in four continents by September 2025 before entering the Indian market. The brand is planning to launch the product in the GCC region, Dubai, and London soon. By January 2025, Loca Loka will cover more states in the US, including Arizona and Nevada. This will be followed by a grand multi-city launch in India in SeptemberOctober 2025.

The brand will focus on five Indian metropolitan cities along with Goa. “India is a critical market for us, and we want to ensure the launch is memorable. Currently, we’re completing the groundwork, including licensing and recruitment,” informs Harsha.

While crafted and artisanal products are becoming increasingly popular across categories in India, the tequila market in India is still developing, with most products falling into either the entry-level or luxury segments. This is where Loca Loka fills the gap in the mid-premium space, offering a crafted, artisanal tequila that’s accessible yet elevated. Though the brand states it will keep the pricing competitive, Harsha assures not to compromise on quality. “Our goal is to tap into both metropolitan and tier-2 cities, where we’ve already seen success with our microbrewery ventures,” he adds.

Apart from expanding geographically, Harsha is looking forward to the launch of another variant, Añejo tequila, which will be ready by this month. The brand is mulling its launch in March-April 2025 in Boston. “Personally, this is significant for me as it coincides with my graduation from Harvard’s OPM program. We’re excited to add this aged variant to our portfolio and offer something new to our consumers,” he states.

Building the brand through unique collaborations and cultural events is another aspect Harsha is focusing on. With Anirudh’s involvement, music will play a big role in it. In an attempt to build a unique connection with the audience, the brand is working on music-centric and experiential campaigns that highlight the fusion of Indian and Mexican cultures. “Our journey has just begun, and we’re excited to see Loca Loka grow into a global brand that celebrates authenticity, craftsmanship, and cultural connection,” Harsha concludes.