Kurkure Celebrates 25 Years with New Jowar Puffs

PepsiCo India is celebrating 25 years of its popular snack brand Kurkure with a special launch “Kurkure Jowar Puffs”. The new product marks Kurkure’s entry into the millet based snacking category. Made with jowar and baked instead of fried, the puffs bring together healthy ingredients and Kurkure’s signature chatpata taste perfectly summed up as “Isse Achcha Kya Hoga!”

Rediscovering Traditional Ingredients

Indian consumers are increasingly choosing snacks that combine tradition with mindful eating. With millets gaining attention as healthier grains, PepsiCo sees an opportunity to bring them into modern snacking formats that are both familiar and fun.

For 25 years, Kurkure has been created and nurtured for Indian consumers. The launch of Jowar Puffs continues this journey, showing how the brand blends innovation with India’s culinary heritage while catering to different tastes across regions.

Aastha Bhasin, Marketing Director of Kurkure and Doritos at PepsiCo India, said the company focuses on innovating for changing consumer needs while staying rooted in Indian traditions. She added that Kurkure Jowar Puffs reimagine a traditional grain in a playful and tasty way, highlighting PepsiCo’s promise to delight consumers with ingredients that reflect both India’s heritage and future.

Backed by Research and Insights

Supported by strong research and consumer feedback, Kurkure Jowar Puffs strengthen the brand’s position in India’s snack market. With this move, Kurkure expands into the fast-growing millet segment, aiming to bring innovative products to millions of households.

Availability

Kurkure Jowar Puffs will be sold in packs of ₹10 and ₹20 across North, West, and East India. They will be available in modern and traditional retail shops, as well as on e-commerce platforms and quick commerce apps. The launch will also be promoted with a wide media campaign covering TV, digital, and retail channels.

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