e4m Video Story:  Actor Karan Tacker on launching liquor label & being more than a celeb face

Actor and entrepreneur Karan Tacker is clear about one thing. He does not want to be seen as just another celebrity face on a liquor label. As co-founder of GOONDA, an Indian agave spirit and energy drink brand, Tacker says the real play is brand ideology, not advertising muscle.

“Why let somebody else make all the money, right?” he said candidly when asked why he chose to build a brand instead of endorsing one. “People often confuse it assuming that I’m the brand ambassador. But I’m one of the founders.”

India’s alcoholic beverage industry is estimated to be worth over USD 50 billion, with more than 350 million cases of Indian Made Foreign Liquor sold annually. While whisky dominates volumes, premium categories are expanding, and consumers are experimenting with newer formats such as agave. In a market crowded with thousands of options across shelves, Tacker believes the difference lies in thought and positioning rather than advertising spends.

“When you go on a shelf, you want to pick up something from the 10,000 things that you have,” he said. “What sets a brand apart is the uniqueness and the thought that goes behind it.”

The idea for GOONDA was born during the pandemic, not in a boardroom but during informal brainstorming sessions among friends and family. Tacker partnered with his brother-in-law and close associates, none of whom came from the alcohol business.

“We came up with the brand name first without thinking of a product,” he said. “Maybe it’s the nature of all of us. We’re gundas in our own way.”

The name was deliberately styled with a double O to add character and playfulness. For Tacker, the word reflects a trailblazer spirit rather than its literal meaning.

“I’m the gunda of my family. I’m doing something totally diverse than the rest of my family,” he said. “The idea was to create a quintessential Indian brand which is cool, fun, brash and doesn’t believe in boundaries.”

The product came later. After experimenting with other options, the team settled on agave. The spirit is sourced from Andhra Pradesh and aged and bottled in Goa.

“For everyone who thought tequila couldn’t be Indian, it actually can,” he said, emphasising the brand’s Indian roots.

Marketing in a Restricted Category

Direct liquor advertising in India remains heavily regulated, with each state following its own excise policies. Tacker admitted that navigating compliance has been one of the toughest parts of the journey.

“I don’t know if I should say this on camera, but regulations are so tough in this country,” he said. “Every state has its own policies. Learning what is required in Maharashtra, what is different in Goa, in Haryana, in Delhi, it’s all a challenge.”

In the absence of traditional advertising, packaging becomes a primary communication tool. Instead of opting for standard bottles supplied by bottlers, the team invested in custom moulds. The curved hip flask inspired design was engineered to be distinct and ergonomic.

“Something as simple as a bottle, we actually manufactured our own,” Tacker said. “We spent a lot of time and a lot of money on it.”

The smaller bottle was launched first to encourage trial in a category where consumers already have multiple options. According to Tacker, even the sound of the cap opening was considered during development.

“A lot of thought has gone into putting the brand together,” he said. “As brand owners, the more interested you are in your product, it translates into the consumer.”

Extending the Ideology

GOONDA operates both in spirits and energy drinks, a pairing that may appear unusual at first glance. Tacker sees it as a natural extension of the brand’s identity.

“It just goes great, right? Gunda energy,” he said. “We came up with the brand name first, the ethos first. So coming up with products under the same umbrella now comes very naturally.”

The energy drink also offers wider promotional flexibility compared to alcohol, allowing the brand to build visibility without directly advertising liquor.

Tacker is realistic about the economics of a new alcobev venture. “When you kick off a business, it’s going to bleed for a while,” he said, referring to bootstrapping and self-funding. Agave, he added, is still a relatively new category in India with fewer domestic players compared to gin, vodka or beer.

Despite the challenges, he insists the journey has been worth it. “It’s anything but glamorous. You’re a hardcore employee,” he said of startup life.

His marketing philosophy has also evolved. “When I was studying marketing, we were taught that you don’t necessarily need to be the consumer of your product. I stand totally against that today. I absolutely relish my product.”

For Tacker, that personal conviction is central to brand building. “Today as a consumer and as a brand owner, I’m very, very proud of what I’ve built.”

As India’s premium alcohol market expands and domestic brands look to compete with global labels, GOONDA’s bet is clear. In a regulated environment where advertising space is limited, ideology, authenticity and product conviction may matter more than big budgets.