"We are aiming at the college goers with our new menu called 'Street wise'. With this, we are targeting the youth and project ourselves as more youthful brand," KFC India Director (Marketing) Dhruv Kaul said.
The company said the new menu will be priced between Rs 25 to Rs 100 and will be available across all the 108 stores in the country.
"With 'Streetwise', we are offering a range of signature KFC products at affordable prices," he added. At present, KFC offers its products with prices ranging between Rs 65 and Rs 500.
According to industry experts, KFC's 'Streetwise' will be competing against McDonald's, which has been heavily promoted as an affordable youth brand offering products with prices starting from Rs 20.
KFC said it has also launched a new television commercial as part of the promotional activities for the new offering.
Besides, the chain, which is the official restaurant partner of ICC, is also gearing up to launch a special range for the World Cup.
"The KFC Fan Bucket has been designed with sporty, funky, cricket graphics...This special offer will be valid only during the World Cup - February 19 to April 2, 2011," the company said.