Kurkure PepsiCo India

Food & beverage major PepsiCo has entered the millet-based snacking category, as it has extended its popular snack brand Kurkure in this segment. With Kurkure Jowar Puffs, PepsiCo joins the other FMCG companies, which have entered India's millet-based snacking category. India's food culture is evolving, with consumers rediscovering traditional ingredients, seeking mindful snacking options, and embracing homegrown brands that strengthen local communities and the economy, PepsiCo said, adding that Jowar is a time-honoured grain, which is deeply rooted in India's agricultural heritage. "These shifts, combined with the growing spotlight on millets, present a unique opportunity for PepsiCo India to reimagine heritage grains for today's generation," said PepsiCo. Kurkure, a brand which was born in India in 1999 and later extended to other countries by PepsiCo, has used deep consumer understanding in the development of Jowar Puffs. With this, several FMCG companies, including ITC, ...

The flavour is available at three price points of Rs 5, Rs 10 and Rs 20 across India

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Kurkure, a brand born in and made for India, has built its persona around being rooted in local tastes

The company finesses the regional game for Lay's and Kurkure, acquires local tastes and habits to beat back competition from home grown snack makers

The mascot helps drive home the brand's positioning, Khayaal toh chatpata hai, which translates into challenging established norms around family roles, in conversations laced with humour

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Food and beverages major PepsiCo India is banking on regionalisation of its salty snacks portfolio to achieve higher sales.The company, which derives half its Rs 8,130 crore sales from its food business, will have at least 20 new regional flavours of Kurkure, its flagship brand in traditional Indian snacks.Traditional Indian snacks is a Rs 7,000 crore market. PepsiCo and ITC are the two major players in the category. PepsiCo serves western snacks through its brand Lays."Consumer preference for snacks is different in different regions of the country. We are focusing on bringing in new regional Kurkure variants to cater to different sets of consumers," said Partho Chakrabarti, vice-president, snacks, PepsiCo India.The beverages market in India is facing subdued demand as consumers shift away from colas. Last year, beverage makers had to cut production during the peak April-July months because of low demand. However, the Indian snacks segment is growing with more consumers coming on board