KURKURE® CELEBRATES 25 YEARS WITH LAUNCH OF MILLET-BASED JOWAR PUFFS, EXPANDING PEPSICO INDIA’S SNACKING LEGACY
Kurkure® Jowar Puffs spotlights jowar, a time-honoured grain deeply rooted in India’s agricultural heritage.
National, 22nd September 2025: PepsiCo India’s iconic homegrown snack brand Kurkure is marking its 25th year with a new innovation – the launch of Kurkure Jowar Puffs. With this, Kurkure steps into India’s millet-based snacking category, by bringing together the power of millets with the unmistakable taste and excitement of Kurkure, rightfully leading to – Isse Achcha Kya Hoga? Baked (not fried), Kurkure Jowar Puffs offer consumers a fun, flavourful way to enjoy familiar ingredients in a modern format.
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. These shifts, combined with the growing spotlight on millets, present a unique opportunity for PepsiCo India to reimagine heritage grains for today’s generation.
For 25 years, Kurkure has been proudly Made in India – created, developed, and nurtured for Indian consumers. Building on this legacy and deep consumer understanding, Kurkure Jowar Puffs reflect the brand’s ability to fuse insight-led innovation with India’s culinary heritage, while celebrating PepsiCo India’s vision of catering to the “Many Indias” across regions, tastes, and cultures.
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 insight, this launch reinforces Kurkure as a leading brand in the Indian snacks category by expanding into the fast-emerging millet segment, while leveraging its scale and accessibility to bring innovation to millions of households.
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.
About Kurkure®:
Kurkure® – a product that was developed in India, has established a strong connection with consumers across the country as a great-tasting snack. Kurkure® is one of the eight brands in PepsiCo India’s portfolio, each of which brings in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure® trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavour of building out strong master brands in its India portfolio. Kurkure® is also manufactured and sold in countries like the UAE, Canada, Pakistan, and Bangladesh.
