Interview: Loca Loka’s Harsha Vadlamudi and Rajiv Ghumman on the impact of brand storytelling

Introduction: Ironhill India, founded by entrepreneur Harsha Vadlamudi, has rapidly become one of the country’s largest and fastest-growing breweries.

Vadlamudi has since diversified his interests into key sectors, including infrastructure and design, wellness, communication, and food & beverages.

The next phase of growth came with the launch of Loca Loka, Vadlamudi’s venture into the international alcoholic beverages market. Co-founded with Indian film star Rana Daggubati and composer Anirudh Ravichander, Loca Loka made its global debut last year in the USA with Tequila Blanco and Reposado.

As part of its international expansion, Loca Loka is preparing to showcase its products at the TFWA Asia Pacific Exhibition in Singapore (11-15 May), recognising travel retail as a key growth market.

In an exclusive interview with The Moodie Davitt Report, IronHill and Loca Loka Founder and CEO Harsha Vadlamudi and Global Business Head Rajiv Ghumman discuss the brand’s cross-cultural foundations and strategic entry into global travel retail.

For Harsha Vadlamudi, the mission is spirited and clear – to craft bold, globally appealing tequila that celebrates the beauty of cultural connection.

Combining Loca (Spanish for ‘crazy’) and Loka (Sanskrit for ‘world’), the name captures the essence of what Vadlamudi describes as a wild and wonderful world.

At the heart of the brand lies a fusion of Mexican tradition and Indian vibrancy – two rich cultures coming together to create a spirit that speaks to today’s global consumer.

“Loca Loka was inspired by the idea of fusion, not just in flavour but in spirit. We saw a unique opportunity to unite two culturally rich worlds – India and Mexico. Both have centuries-old traditions, deep emotional connections to celebration, and a global appeal through music, cuisine and craft spirits. Tequila became our canvas to tell this story. “

In addition, this venture stands out as the first global premium tequila brand founded by three Indian entrepreneurs, united to launch a high-end tequila brand on a global scale, making it a notable milestone.

Vadlamudi and Bollywood actor Rana Daggubati helped shape the brand by exploring themes that held both personal meaning and professional relevance.

Vadlamudi said, “The concept took shape after I conducted detailed market research that combined consumer insights, alcohol and beverage trends, and a strong commercial blueprint. The numbers made sense, but what tipped the decision was our collective passion for storytelling and creating a brand that reflects the vibrancy of cross-cultural expression.”

The founding team was completed by music composer Anirudh Ravichander, bringing the brand story to life “with a single note”.

Vadlamudi continued, “Our ‘aha’ moment came when we realised this idea could stand tall on the global stage – not just as a product, but as a movement. Loca Loka is our way of blending cultures, worlds and joy into every bottle.”

Crafting a cross-cultural experience

Beyond the cross-lingual play of its name, Loca Loka’s flavours embody the fusion of Indian and Mexican cultures, each known for their warmth, colour and festive energy.

Distilled in the highlands of Jalisco, the tequila is additive-free and crafted from 100% pure highland agave using a meticulous five-step process that delivers a refined harmony of sweetness and spice.

The brand currently offers two premium expressions – Tequila Blanco and Tequila Reposado.

Tequila Blanco is crisp and vibrant, capturing cooked agave’s round, fruity character complemented by the floral, earthy nuances of the Jalisco highlands.

Tequila Reposado features a more layered experience. It is aged for six months in a combination of American and French oak barrels, offering a balanced rich agave profile with delicate wood and spice notes.

Vadlamudi said, “By blending the celebratory essence of Mexican tequila-making with the sensory depth of Indian spices and heritage, we’re offering a bold, globally relevant spirit that resonates with both connoisseurs and new-age consumers seeking depth and identity in their drink of choice.”

From local roots to global appeal

For Loca Loka, travel retail represents a strategic global platform, offering opportunities for high-impact brand visibility and consumer engagement.

With expansion into travel retail and other global markets, Loca Loka’s brand identity will strategically evolve, balancing its origins with global consumer demand.

IronHill Spirits Global Business Head Rajiv Ghumman said, “Our positioning within travel retail is focused on targeting the premium, culturally curious traveller – those who seek authenticity and craftsmanship in the brands they consume.

“With tequila being one of the fastest-growing spirits in duty free, we aim to present Loca Loka as a collectible cultural experience. From bottle design to in-store storytelling, our presence will be experiential, evoking both wanderlust and celebration.”

The brand will leverage multilingual packaging, regionally tailored digital content and experiential retail installations to resonate with international audiences while maintaining its distinctive Indo-Mexican character.

Ghumman said, “Our brand will remain grounded in its cultural fusion and premium craftsmanship, but the expression of that identity will be tailored to resonate with local audiences in each region.”

Tapping into the global traveller market

Loca Loka has strategically chosen Hyderabad International Airport for its initial roll-out, leveraging its increasing passenger volume and global connectivity.

Following this launch, the company plans to introduce the brand in high-traffic airports, including Singapore Changi, London Heathrow and Dubai International.

In addition, the brand is making its debut in several key global markets this year, including Philippines, Indonesia and US cities such as Las Vegas, Miami and Washington, D.C.

Loca Loka’s presence will be brought to life through interactive brand displays, tastings and engaging brand narratives.

Ghumman said, “The travel retail platform offers a unique opportunity to position Loca Loka as a premium discovery brand that celebrates the beauty of cultural intersections and invites the world to toast to a new kind of celebration.”

To support its travel retail growth plans, the company is currently engaged in strategic discussions with travel retail operators and regional distributors across Southeast Asia, the Middle East and Europe.

The brand seeks to establish anchor partnerships with airport retailers that share its commitment to premium, story-driven spirits.

Complementing this approach, Loca Loka is exploring innovative experiential formats, including pop-up activations in premium airport lounges and duty-free boutiques, to create engagement and encourage product trial.

Gaurav Joshi, Founder of travel retail distribution company Platinum Liquids, leads these partnerships for Loca Loka.

Looking forward, the company has identified premiumisation, provenance and personalisation as key trends shaping the future of the category.

Ghumman concluded, “Today’s consumers seek high-quality, story-rich spirits that reflect craftsmanship and authenticity, especially in travel retail. The rise of ‘mindful drinking’ also leads people to favour our additive-free, small-batch spirits.

“Finally, there’s a surge in demand for exclusives and limited-edition bottles in travel retail, and Loca Loka is poised to offer such curated, collectible expressions that travellers can’t find anywhere else.”