Mumbai: PepsiCo India’s iconic homegrown snack brand Kurkure is marking its 25th year with a new innovation – Kurkure Jowar Puffs. This launch sees Kurkure enter India’s millet-based snacking category, blending the power of millets with its signature chatpata taste – Isse Achcha Kya Hoga? Baked and not fried, Kurkure Jowar Puffs offer consumers a fun, flavourful way to enjoy a traditional grain in a modern snacking format.
Kurkure Jowar Puffs spotlight jowar, a time-honoured grain deeply rooted in India’s agricultural heritage, while reflecting evolving consumer preferences for mindful and heritage-inspired snacking.
Sharing her thoughts, Aastha Bhasin, Director Marketing – Kurkure and Doritos, PepsiCo India, said, “At PepsiCo India, consumer-centricity is at the heart of everything we do. Our vision is to continually innovate for evolving consumer tastes and preferences, while staying rooted in India’s rich culinary traditions. With Kurkure® Jowar Puffs, we are reimagining a time-honoured grain in a format that is both accessible and irresistibly fun, a true expression of Isse Achcha Kya Hoga. This launch is a testament to our commitment to delight consumers while championing ingredients that resonate with India’s heritage and future.”
Backed by extensive R&D and consumer insights, this launch reinforces Kurkure as a leading brand in the Indian snacks category by expanding into the fast-emerging millet segment. Kurkure® Jowar Puffs will be available in INR 10 and INR 20 packs across North, West, and East India, through modern and traditional retail, leading e-commerce platforms, and quick-commerce apps. The launch will be supported by a robust media plan spanning TV, digital, and retail touchpoints.
