Kurkure is celebrating its 25th anniversary with an exciting innovation – the launch of Kurkure Jowar Puffs, marking the brand’s entry into India’s growing millet-based snacking category. Bringing together the wholesome goodness of jowar with the signature taste and excitement of Kurkure, this baked (not fried) snack embodies the spirit of “Isse Achcha Kya Hoga?”
As India’s food culture evolves, consumers are rediscovering traditional grains, seeking mindful snacking choices, and supporting homegrown brands that contribute to local communities and the economy. With millets gaining momentum, PepsiCo India sees a unique opportunity to reimagine heritage ingredients for modern lifestyles.
For 25 years, Kurkure has been proudly Made in India—created, developed, and loved by Indian consumers. The launch of Jowar Puffs builds on this legacy, blending deep consumer insight with India’s rich culinary heritage, while reflecting PepsiCo India’s vision of catering to the “Many Indias” across regions, tastes, and cultures.
Aastha Bhasin, Director Marketing – Kurkure and Doritos, PepsiCo India, said:
“At PepsiCo India, consumer-centricity drives everything we do. With Kurkure Jowar Puffs, we’re reimagining a time-honoured grain in a fun, accessible format that delights consumers while celebrating India’s culinary traditions. This innovation truly embodies ‘Isse Achcha Kya Hoga’—bringing together taste, health-conscious choices, and heritage in every bite.”
Backed by extensive R&D and consumer insights, this launch reinforces Kurkure’s position as a leader in India’s snacking space, while expanding into the fast-emerging millet segment. Leveraging its scale and reach, the brand is making innovation available to millions of households across the country.
Availability: Kurkure Jowar Puffs will be sold in INR 10 and INR 20 packs across North, West, and East India, through modern and traditional retail outlets, leading e-commerce platforms, and quick-commerce apps. The launch will be supported by a high-impact media campaign spanning TV, digital, and in-store touchpoints.
Image-up18news