PepsiCo plans to significantly expand its packaged food presence in India, focusing on the country’s diverse regional tastes. CEO Jagrut Kotecha of PepsiCo India and South Asia emphasizes that snack consumption in India remains lower than other countries, presenting substantial growth opportunities.
To maximize its market approach, the company has strategically divided India into nine distinct taste clusters, acknowledging what Kotecha calls “multiple Indias” with unique culinary preferences. “If you say it’s just one India, I think we are not doing enough justice to it,” he told PTI.
This regional strategy is evident in PepsiCo’s product adaptations. The popular Lay’s Magic Masala varies across regions—slightly sweeter in Western India and spicier in the South. Even cooking oils for Kurkure differ by region, with mustard oil used in the East and sesame oil in the South to match local palates.
PepsiCo’s food segment, including Lay’s, Kurkure, Doritos, and Quaker, generates about 80% of its Indian revenue. The company operates manufacturing facilities in four states and is opening a new plant in Assam this year.
The company’s agricultural footprint includes partnerships with 27,000 potato farmers across India, sourcing over 400,000 tons of chip-grade potatoes annually, supported by an agro R&D facility in Punjab focused on potato breeding.
