Co-founded by Rana Daggubati, Anirudh Ravichander and Sree Harsha Vadlamudi, the tequila brand’s Loca Season 1 brings signboard art, sneaker collections, coffee and watch culture into a programme shaped by the city.
There is a particular pleasure in listening to someone talk about the thing they know far too much about. A sneaker becomes a story about a release someone waited years to find. A watch reveals a family memory. A hand-painted shopfront, barely noticed by passing traffic, becomes a lesson in lettering, patience and a city’s visual history.
These are the people Loca Loka wants to meet in Hyderabad.
For its arrival in the city, the premium tequila brand has introduced Loca Season 1, a six-week programme built around obsession and the communities that form around it. Running through October into mid-November 2026, the season invites Hyderabad to help shape the brand’s introduction through a series of experiences dedicated to craft, collecting, movement and taste.
Loca Loka calls the programme “co-founded by Hyderabad”. Each chapter centres on a “Citizen”: a local whose sustained interest in a particular pursuit gives that gathering its identity. The idea makes the city’s people the starting point, with the brand joining conversations already taking place.
A City Revealed Through What It Loves
The programme opens with Frame & Art, turning attention towards the hand-painted signboards Hyderabad encounters every day. These familiar pieces of the streetscape are presented alongside artist-painted Loca Loka bottles, bringing commercial lettering and contemporary artistic expression into the same frame.
It is a fitting introduction to a season interested in looking more closely. Signboards can be so much a part of a neighbourhood that their individual character disappears into the daily commute. Giving them a dedicated chapter asks guests to notice the skill behind something they may have stopped seeing.
Elsewhere, the invitation-only line-up moves between different communities. Agave Recovery pairs a morning Pilates session with a cocktail brunch, while a collaboration with a Hyderabad pickleball league takes the programme courtside.
Loca Ink explores tattoo culture through flash tattooing on synthetic skin and a collective canvas. Loca Sole turns to sneakers, showcasing pieces selected for the serious collector. Both draw on interests in which the details matter deeply to the people involved: technique, provenance, design and the story behind a particular piece.
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Watches receive their own attention through Loca Time and Objects of Affection. Limited-edition timepieces sit alongside watches with a personal history, with guests invited to share the memories attached to them. An omakase-style progression of serves and analogue sound accompanies the experience.
That emphasis on personal meaning gives the programme room to go beyond the display case. A watch’s significance might be found in its movement or rarity, but it can also lie in who wore it first, when it was received or the occasion it continues to recall.
Loca Brew brings the season into coffee culture, with limited-batch coffee, coffee-led cocktails and tequila food pairings. It extends the central idea into another field where enthusiasts are accustomed to asking detailed questions about origin, process and flavour.
Across the chapters, Loca Loka’s role is expressed through sipping, pairing and mixing. The format changes with the community, from coffee-and-agave explorations to serves developed around the courtside gathering.
The Patience Behind an Obsession
For co-founder Rana Daggubati, the connection between these pursuits and tequila begins with time.
In the launch announcement, he draws a parallel between the years a blue agave plant spends growing and the dedication of people who commit themselves to a craft: sign painters, watchmakers and artists whose expertise develops through repetition. His point is that the most interesting work often happens long before an audience arrives.
“Season 1 is a set of stories we didn’t write,” Daggubati says. “Our job is to make sure they’re told properly.”
Co-founder and CEO Sree Harsha Vadlamudi approaches the same idea through the questions consumers ask. Who made a product? How was it produced? How long did the process take? In his view, the curiosity people bring to coffee, watches and tattoos increasingly informs their expectations of premium spirits.
Loca Season 1 puts the brand in front of an audience already familiar with the effort behind a carefully made object or experience. The challenge is to make its own craft relevant to people with well-developed interests and standards.
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The programme concludes in mid-November with Road 45: The Homecoming, a finale planned across multiple venues on one of Hyderabad’s best-known streets. Communities that hosted individual chapters will come together for the closing celebration, giving the season a shared destination.
A continuing social-media thread, #TheGreatLocaHunt, connects the weekends: a bottle goes missing at each chapter, with clues released online as the programme unfolds.
The Hyderabad launch also marks another step in Loca Loka’s expansion. Co-founded by Daggubati, composer Anirudh Ravichander and Vadlamudi, the brand is conceptualised in India and produced in Jalisco, Mexico, under third-generation distillers using 100% Blue Weber agave. Its name combines the Spanish “loca”, meaning crazy, with the Sanskrit “loka”, meaning world.
Following its debut in the United States and Southeast Asia in 2024, Loca Loka entered India in November 2025. Hyderabad joins Delhi, Mumbai and Bengaluru on its India map. According to the brand, its Blanco won Gold and its Reposado won Silver at the San Francisco World Spirits Competition 2025, alongside further competition medals.
For Hyderabad, though, the more immediate story is the people around whom the season is being built. The sign painter, the collector and the coffee obsessive each offer a different way to get to know a city. Loca Season 1 gives those interests a place on the calendar—and their owners a chance to explain why they matter.
Loca Season 1 experiences are invitation-only and restricted to guests of legal drinking age, stated by the organiser as 21 and above in Telangana. Please drink responsibly.
