PepsiCo India has collaborated with Tata Consumer Products in the snacks space. The partnership focuses on Indian-Chinese snack flavours brands Kurkure and Ching’s Secret have teamed up to launch Kurkure in Schezwan Chutney flavor.
In the past, PepsiCo India has focused on introducing desi flavours as part of the hyperlocal strategy for brand Kurkure. Aastha Bhasin, marketing director, Kurkure & Doritos, PepsiCo India said in its press release.
“With fusion flavours becoming increasingly popular, this collaboration brings together Kurkure’s crunchy, masaaledaar magic with the fiery and tangy kick of Ching’s schezwan chutney to create a truly unique desi Chinese snacking experience. Together, this collaboration brings two well-loved brands in their categories to celebrate a snacking innovation that blends flavours enjoyed by consumers across India,” she said.
Deepika Bhan, president, packaged foods, Tata Consumer Products, said in the release, “This collaboration is set to surprise and delight consumers, promising an unforgettable sensory adventure.”
The tie-up comes at a time when PepsiCo is reportedly eyeing a larger share in the Indian snack market and is said to have made a bid for stake in Indian snack major, Haldiram.
Also, the snacks market in India, which currently stands at $17.11 billion, is expected to grow annually at a compound annual growth rate (CAGR) of 7.66 per cent from 2025-2029, according to data by Statista.
PepsiCo India said that this collaboration marks a landmark in the snacking industry by uniting two distinctly Indian brands, Kurkure and Ching’s Secret, whose shared ethos of bold, authentic, and flavoursome snacks resonate deeply with the evolving Indian consumer.
