- The all-new Kurkure® Ching’s Secret Schezwan Chutney variant is Kurkure’s® signature Masala Munch seasoned with Ching’s Secret popular Schezwan Chutney flavour, offering an irresistible Indian-Chinese fusion
- This collaboration marks a milestone in the snacking industry, uniting two distinctly Indian brands to create a unique and spicy flavour experience
- Available in INR 5, INR 10, and INR 20 packs across India for a limited time
New Delhi, 20th January 2024: Kurkure®, the beloved snack enjoyed by Indian households for over 25 years, has teamed up with Ching’s Secret, one of India’s leading desi Chinese brands, to bring out the exciting Schezwan Chutney flavour. The result? A delicious burst of taste that’s as exciting as it is irresistible, blending the best of both worlds.
Indian-Chinese cuisine, known for its bold and spicy flavours, has long been a favourite across the country. Inspired by this shared love, Kurkure® and Ching’s Secret have created a snack that’s both adventurous and deeply familiar, crafted to delight fans of both brands while redefining fusion snacking in India.
Aastha Bhasin, Marketing Director – Kurkure® & Doritos, PepsiCo India, said:
“PepsiCo India is excited to partner with Tata Consumer Products’ Ching’s Secret for this milestone collaboration. Kurkure®️ has always led the way in introducing trendsetting innovations within the snacking category, and this partnership underscores our commitment to delivering flavours that truly connect with evolving consumer preferences. 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.”
Deepika Bhan, President, Packaged Foods, Tata Consumer Products, said:
“We are thrilled about this maverick collaboration between two iconic chatpata masaaledar brands – Ching’s and Kurkure®. Kurkure® has always delighted consumers with its crunch and trendsetting flavours, making it the perfect match for Ching’s, a brand synonymous with Desi Chinese. Together, they bring to life a fusion that seamlessly blends the zesty notes of Ching’s Schezwan Chutney tadka with Kurkure’s signature masala profile. This collaboration is set to surprise and delight consumers, promising an unforgettable sensory adventure."
This collaboration marks a significant 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 resonates deeply with the evolving Indian consumer. Crafted for existing Kurkure® enthusiasts and fans of desi Chinese flavours, the new product offers an innovative twist on a classic combination and is set to be a hit with those who enjoy spicy snacks.
Available across all markets and channels in
INR 5, INR 10, and INR 20 packs, the launch will be supported by an extensive media plan across TV, digital, and print channels, featuring a high-impact TVC.
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.
About PepsiCo India
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the centre of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.
About Tata Consumer Products Limited:
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover
of ~Rs. 15,206 Crs with operations in India and International markets. For more information on the Company, please visit www.tataconsumer.com
For any media queries, please contact:
From PepsiCo India:
Aastha Jindal
Aastha.Jindal@pepsico.com