In a significant milestone for the snacking industry, PepsiCo India has partnered with Tata Consumer Products’ Ching’s Secret to launch a new flavour of its popular snack, Kurkure. The new variant, featuring Ching’s Secret schezwan chutney seasoning, is available across India in three price points—Rs 5, Rs 10, and Rs 20. Tata Consumer Products acquired Ching’s Secret in 2024, further strengthening this collaboration.
Fusion of Flavours: Kurkure and Ching’s Secret’s Bold New Collaboration
Aastha Bhasin, Marketing Director for Kurkure & Doritos at PepsiCo India, emphasized that Kurkure has consistently led the way in introducing innovative flavours. She pointed out that this partnership demonstrates the company’s commitment to evolving consumer preferences. The fusion of Kurkure’s crunchy, spicy magic with Ching’s fiery, tangy schezwan chutney promises a unique desi Chinese snacking experience.
Deepika Bhan, President of Packaged Foods at Tata Consumer Products, mentioned that the collaboration is set to surprise and delight consumers, offering them a memorable and unique sensory experience.
PepsiCo’s Strategic Partnership and Expansion in India’s Growing Snack Market
At a time when PepsiCo is aiming to expand its presence in the Indian snack market, this collaboration holds significance. Reports indicate that PepsiCo has made a bid for a stake in the Indian snack giant, Haldiram. The Indian snacks market, valued at $17.11 billion, is projected to grow at a compound annual growth rate (CAGR) of 7.66% from 2025-2029, according to Statista.
PepsiCo India views this partnership as a landmark in the industry, bringing together two beloved Indian brands—Kurkure and Ching’s Secret. Both brands are known for their bold, authentic flavours that resonate with the diverse and evolving tastes of Indian consumers.
