Kurkure, the well-known domestic snack brand from PepsiCo India, is celebrating its 25th anniversary with a new product: Kurkure Jowar Puffs. By combining the power of millet with the distinctive flavor and thrill of Kurkure, Kurkure enters the Indian millet-based snacking market, which inevitably leads to the question, Isse Achcha Kya Hoga? Kurkure Jowar Puffs, which are baked rather than fried, give customers a tasty and entertaining way to savor traditional ingredients in a contemporary fashion.

India’s culinary culture is changing as customers embrace domestic companies that boost the local economy and communities, rediscover traditional ingredients, and look for conscious snack options. These changes, along with the increased interest in millets, offer PepsiCo India a special chance to reinvent heritage grains for the modern age.

Kurkure has been proudly Made in India for 25 years, having been designed, developed, and fostered for Indian consumers. Kurkure Jowar Puffs, which build on this legacy and profound customer understanding, celebrate PepsiCo India’s aim of serving the “Many Indias” across regions, tastes, and cultures while showcasing the brand’s ability to combine insight-led innovation with India’s culinary heritage.

This entry into the rapidly growing millet market, supported by substantial research and development as well as consumer insights, solidifies Kurkure’s position as a top brand in the Indian snacks market while utilizing its accessibility and scale to introduce innovation to millions of homes.

In North, West, and East India, Kurkure® Jowar Puffs will be sold in packs of Rs 10 and Rs 20 through traditional and modern retail, top e-commerce sites, and quick-commerce applications. A comprehensive media strategy covering TV, digital, and retail touchpoints will accompany the launch.

Priyanka Dutta