PepsiCo India’s iconic snack brand Kurkure is marking its 25th anniversary with an innovation that taps into India’s millet movement – the launch of Kurkure Jowar Puffs. Baked rather than fried, the new snack combines the goodness of jowar (sorghum) with Kurkure’s trademark crunch and flavor, accompanied by the tagline “Isse Achcha Kya Hoga?”
The launch reflects the changing landscape of Indian food culture, where consumers are rediscovering traditional grains, seeking mindful snacking choices, and supporting homegrown brands. By reimagining millets in a fun, flavorful format, PepsiCo India aims to make heritage ingredients more accessible to today’s generation.
“For 25 years, Kurkure has been proudly made in India,” said Aastha Bhasin, Director Marketing – Kurkure and Doritos, PepsiCo India. “With Jowar Puffs, we are reinventing a time-honoured grain in an exciting format that is rooted in Indian culinary traditions while catering to evolving consumer tastes.”
Backed by extensive R&D and consumer insights, Kurkure Jowar Puffs strengthen the brand’s position in India’s snacks market while expanding into the growing millet-based segment.
The product will be available in ₹10 and ₹20 packs across North, West, and East India through traditional and modern retail, e-commerce, and quick-commerce platforms. The launch will be amplified with a 360° marketing campaignacross TV, digital, and retail touchpoints, reinforcing Kurkure’s commitment to innovation and consumer delight.
