 The film was intended as a mass entertainer.Allu Ramalingaiah originally questioned the use of the word "Rowdy" as a prefix to the title name, but was convinced to use the name by K. Raghavendra Rao, Chiranjeevi and Satyanand.Divya Bharti, the then popular Telugu actress, was signed for the role of Rekha and Shobana was signed for the role of Sita.