Rana Daggubati On Telling Stories Through Movies & Tequila

Having starred as the antagonist in the Baahubali franchise, Rana Daggubati secured himself a place in the hearts of millions of fans and now enjoys pan-Indian appeal. But before he became an actor, Daggubati had entered the visual effects business with Spirit Media and apart from working in movies, he is also an investor in a number of businesses, including a game developing company, an experiential retail store, food businesses and a talent agency among others. With Spirit Media, he has also produced films that have gone on to win multiple awards.

It is the first time, however, that the astute entrepreneur has launched a business of his own – a tequila brand called Loca Loka – along with his partners, entrepreneur Sree Harsha Vadlamudi and composer Anirudh Ravichander. Launched last year in the US and Southeast Asia, where it won a bunch of awards, Loca Loka has arrived in India with two variants – Blanco and Reposado.

We caught up with Daggubati to get all the details on his new business venture and what he's working on next.

What led to the making of Loca Loka?

There’s always been a fascination to create something in the alco-bev world. I’ve tried my hand at investing in different things and finding out how different businesses work. Then Harsha and I decided to build a business of our own and tequila was the answer. That is what all of us like and what the world is leaning towards. It has transitioned from being party drink shots to becoming an artisanal sipping alcohol. Then we met Anirudh and this crazy group was formed. Loca Loka means crazy world and that’s where we all are!

Why did you launch the tequila in Mexico before launching it in India?

It is made in Mexico, so the fastest country to reach is America! (laughs) Also, the intent was to see if we can be in the ring and fight with a mature tequila market. India is relatively newer with just over one per cent or a little under that in terms of consumption. Globally, it is much higher, especially America, which has been a growing tequila market for some years now. Last year, we won a bunch of awards as well and that gave us the confidence that we have made a top-quality product. If not tequila, I don't think any other product would have given us that opportunity to see that journey globally back home.

What makes you invest in any business?

I realised that the base of anything that you create is a story, whether it is a product or a film. It needs to impact and create some kind of an experience in the audience My investments come from that core philosophy of, ‘am I creating an experience for an audience that they haven't felt before?'

Do you see yourself as an actor or an entrepreneur?

I'm a storyteller. Acting is the main gig that pays most of my bills. It's the most passionate because it's only me doing that job, as an individual. All of the others become collective creations in some way.

With actors becoming entrepreneurs, brand ambassadors and influencers, do you think it is diluting the profession of acting or giving it more dimensions?

I think both are separate. One doesn't lead to the other. Having said that, to be a fine actor, you have to understand life and people. In my opinion, nobody understands them better than entrepreneurs do. For instance, the largest film in India might have been watched by about 8-9% of the country but take any other product, that will reach about 20-30% of the people in the country. So, the understanding of people is far deeper in anything that’s retail. I can’t say whether it makes you better or not, but it gives you a layer of life which you don't see otherwise.

You recently released your first home production Kaantha and have also announced a Hindi project with Manoj Bajpayee. What is your long-term vision as a producer?

The first film I produced was an independent film called Belly Full of Dreams that won a bunch of National Awards but didn't get a theatrical release because India doesn't really have an indie scene. I have successfully done a few films as an actor and been part producer on some other indie films which started creating an audience for themselves. I worked across the country in Telugu, Hindi and Tamil industries. However, there is a group of audience that watches everything, doesn't matter which language it is in. I realised that independent cinema needs support from many different industries and it can create something which is truly Indian. At Spirit Media, we're trying to find stories that can cut across audiences of different nationalities and natures.

It's 15 years for you as an actor. What excites you now?

My filmography so far has always been stories that haven't been told before. I’d like an audience to experience something for the first time when they walk into the cinema to watch my film. That's what excites me. It doesn't matter which genre it sits in as long as its intended audience is met.