Actor and Entrepreneur Karan Tacker launches GOONDA

Actor and entrepreneur Karan Tacker has announced the launch of GOONDA, an independent lifestyle consumer brand that combines India’s first premium 100 per cent agave spirit made entirely from Indian-grown agave with a flavour-forward energy drink label. Following electrifying trials across Maharashtra and Goa, the brand is now preparing for its all-India rollout with an ambition to disrupt both the alcohol and functional beverage categories.

Conceived during the pandemic by a group of friends united by a shared vision, GOONDA blends global expertise with distinctly Indian roots. The founding team includes Amol Sethi leading alcohol distribution, Ashish Jasuja heading beverage production, Prasad Iyer directing global and digital branding, Bhushan Khandelwal overseeing finance, Harshil Vithlani shaping international trade and Tacker driving cultural resonance. Together, they have aimed to create a label that does more than launch drinks — instead sparking a movement crafted at the intersection of rebellion, energy and modern Indian identity.

The agave portfolio, branded under the cheekily titled ‘El Goonda’ line, showcases the Silver and Reposado expressions alongside infused variants such as Café, Picante and Strawberry. Each delivers layered flavour profiles, from smoky vanilla to citrus and berry notes, and is packaged in compact, 180ml hip-flasks designed for festivals, parties and spontaneous discovery. GOONDA Energy debuts in Original, Sugar-Free Bubblegum and Cola, engineered to fuel hustle culture and after-dark lifestyles with a punchy, personality-driven tone of voice.

“We didn’t just want to launch a brand. We wanted to build a lifestyle brand that channels rebellion, freedom and the new Indian voice,” said Karan Tacker, Brand Co-Founder and Marketing & PR Director. Stressing the disruptive and proudly homegrown ethos, he adds, “Our agave spirits are proudly made in India and while doing so we even overlooked the opportunity to source from Mexico. We even cheekily prefixed El to the word Goonda for our agave spirit offerings. Thereon, we have introduced a range of flavours to spice up the category. It doesn't end at what’s inside the bottle. In our quest to be fun, distinctive and accessible we created a bottle that’s pocket friendly in its most literal expression: cute 180ml hipster bottles that snug fit into your pocket and that too at pocket friendly price points.”

Amol Sethi, Founder & Head of Sales, notes the brand’s aggressive growth trajectory, saying, “Goonda arrived earlier this year in Goa, and as we speak, we are aggressively distributing in Mumbai and Pune. Later this financial year, we intend to be in four more states and in 2026, we will also expand to serve the Indian diaspora in major markets abroad.”

Beginning August 2025, El Goonda and Goonda Energy will be available at select premium retail stores and high-energy bars, with metro rollouts planned across Delhi NCR, Mumbai, Pune, Bengaluru, Hyderabad and beyond by the end of the year.