PepsiCo India and Tata Consumer Products are stirring the pot in the snacks aisle with their latest partnership. Kurkure has teamed up with Ching’s Secret to introduce a Schezwan Chutney flavour, combining Indian snacking with Chinese-inspired spice.
The new Kurkure variant is available in Rs5, Rs 10, and Rs 20 packs, targeting a wide audience across markets. A multi-channel campaign, including TV, digital, and print ads, along with a television commercial, aims to ensure the product makes a bold entry into the market.
This isn’t the first time the two companies have joined forces. They previously partnered in the beverage space through NourishCo Beverages, a joint venture that Tata Consumer Products fully acquired in 2022.
With Kurkure already known for its hyperlocal flavours, this collaboration with Ching’s Secret takes the brand’s strategy a step further. Whether this fusion snack becomes a crowd favourite remains to be seen, but the partnership signals an interesting move in India’s competitive snack market.
“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,” Aastha Bhasin, Marketing Director – Kurkure & Doritos, PepsiCo India, said.