Kurkure Explained

Kurkure should not be confused with Kurkura.

Kurkure
Type:Cornpuff Sticks
Currentowner:Frito-Lay (PepsiCo)
Origin:India (country of origin)
Introduced: (India)
(Pakistan)

Kurkure is a brand of spiced crunchy puffcorn snacks made up of rice, lentil and corn. It is owned by PepsiCo through its subsidiary Frito-Lay. It was First launched in India in 1999 and nine years later, the snack was launched in Pakistan in 2008.[1] [2] The snack is manufactured in India and Pakistan, and has limited availability in certain international markets such as Canada and the United Kingdom.[3] [4] [5] [6] The word Kurkure means "crunchy" in Hindi and Urdu languages.

In India, it is manufactured in Sangrur, Pune, Howrah, Sonipat, Ranga Reddy, Vaishali and Kamrup whereas in Pakistan, it is manufactured in Gulberg, Lahore.

Ingredients

Kurkure is made from rice meal, edible vegetable oil[7] (palm oil), corn meal, gram meal, spices (such as turmeric), condiments, salt, sugar, tartaric, and E631. Kurkure is not completely vegan as the PepsiCo India website in a pdf listing the ingredients show milk solids as one of the ingredients.

It contains natural, nature-identical, and artificial flavoring substances.[8]

Flavors

India

Pakistan

Launching

Kurkure was originated in India in 1999; in 2001 Indian television actresses Mandira Bedi and Pooja Ghai appeared in few commercials of Kurkure and served for the new brand .[9] In 2004, Indian Hindi film actress Juhi Chawla was featured in advertisements for Kurkure.[10] and from 2008 Kareena Kapoor was endorsing a new range (Kurkure Desi beats) under the main brand .[11] Kurkure was launched in Tamil Media in 2008 with actress Simran as its brand ambassador.[12] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[13] In 2019 Samantha Ruth Prabhu and Taapsee Pannu acted in Hindi, Tamil and Telugu commercials of Kurkure.[14] [15] In 2021 and 2022 Akshay Kumar appeared in Kurkure commercials along with Kritika Kamra and Samantha Ruth Prabhu.[16] [17] In 2024, actress Sara Ali Khan acted in Kurkure's Hindi commercial.[18]

Kurkure was launched in Pakistan in 2008.[19] [20] Actresses Ayesha Omer, Hania Amir and Iqra Aziz have all been featured in television commercials for Kurkure in the country.[21] [22]

In November 2006, Frito-Lay announced plans to release Kurkure to American markets in 2007.[23] This decision was made after analysts showed increasing interest in Indian spices in the region.[24] Kurkure was subsequently introduced in other markets with a significant non-resident Indian population such as the UK.[25] As of 2010, Kurkure is available in Eastern Canada.[26] As of 2013, Kurkure is available in Western Canada.

External links

Notes and References

  1. Web site: PepsiCo India - Kurkure. pepsicoindia.co.in. 2012-01-09. 2012-10-09. https://web.archive.org/web/20121009005850/http://www.pepsicoindia.co.in/brands/kurkure.html. dead.
  2. Web site: How PepsiCo's Kurkure managed to grab and retain snack market share. 19 July 2014 . 2022-02-09. 2022-02-09. https://web.archive.org/web/20220209124935/https://www.businesstoday.in/magazine/case-study/story/case-study-pepsico-kurkure-on-grabbing-retaining-market-137861-2014-07-19. live.
  3. Web site: Bhushan . Ratna . Kurkure set to cross LoC . Articles.economictimes.indiatimes.com . 2007-09-07 . 2012-07-23 . 2013-01-16 . https://web.archive.org/web/20130116022123/http://articles.economictimes.indiatimes.com/2007-09-07/news/28387014_1_frito-lay-india-frito-lay-brands-kurkure . live .
  4. Web site: Kurkure goes to UK . Rediff.com . 2004-12-31 . 2012-07-23 . 2012-10-24 . https://web.archive.org/web/20121024222236/http://www.rediff.com/money/2007/sep/17kur.htm . live .
  5. Web site: PepsiCo aims to double Kurkure sales in next 5 years. moneycontrol.com. 4 April 2018. 11 July 2018. 10 July 2018. https://web.archive.org/web/20180710090706/https://www.moneycontrol.com/news/business/pepsico-aims-to-double-kurkure-sales-in-next-5-years-2542623.html. live.
  6. Web site: 2021-08-26T07:46:00+01:00 . Kurkure snack brand to launch in the UK . 2022-03-26 . Convenience Store . en . 2022-04-05 . https://web.archive.org/web/20220405215604/https://www.conveniencestore.co.uk/products/kurkure-snack-brand-to-launch-in-the-uk/659262.article . live .
  7. Web site: Kurkure Business In India – Spicing Up The Market . aatmnirbharsena.org . 5 Nov 2020 . 7 November 2020 . 24 June 2021 . https://web.archive.org/web/20210624005806/https://aatmnirbharsena.org/blog/kurkure-making-business-in-india/ . live .
  8. Web site: Product Information . PepsiCo India . 2023-01-04 . 2023-01-04 . https://web.archive.org/web/20230104130355/https://www.pepsicoindia.co.in/docs/librariesprovider16/product-information/kurkureb003d6aeef576d378be6ff5000e253d8.pdf . live .
  9. News: kurkure brand with a new logo and multi-coloured packaging with new punchline kha ke mast, taking a step ahead from control nahi hota. timesofindia.indiatimes.com. 9 December 2001. live.
  10. News: Adesara. Hetal. Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success. 31 May 2004. indiantelevision.com. 23 July 2012. 16 July 2012. https://web.archive.org/web/20120716181231/http://www.indiantelevision.com/mam/headlines/y2k4/may/maymam128.htm. live.
  11. Web site: Kareena Kapoor endorses Kurkure Desi beats. bollywoodhungama.com/. 28 November 2008.
  12. http://pepsicoindia.co.in/media/Press-Releases/release_06_04_08.aspx Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India
  13. Web site: Kurkure launches the all-new 'Tedha Hai Par Mera Hai' Family. PepsiCo India. 2015-03-03. 2015-03-16. https://web.archive.org/web/20150316171200/http://pepsicoindia.co.in/media/Press-Releases/release_12_07_12.aspx. live.
  14. Web site: The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai. adageindia.in. May 30, 2019. June 24, 2019. June 24, 2019. https://web.archive.org/web/20190624151725/http://www.adageindia.in/advertising/the-evolution-of-kurkure-from-control-nahi-hota-to-khayal-toh-chatpata-hai/articleshow/69564899.cms. live.
  15. Web site: Snack brand Kurkure has roped in leading Bollywood actress Taapsee Pannu as its brand ambassador. exchange4media.com. 15 February 2019.
  16. Web site: The TVC film featuring Kurkure's brand ambassador, Akshay Kumar and Kritika Kamra . brandequity.economictimes.indiatimes.com. 20 April 2021.
  17. Web site: Akshay Kumar and Samantha Ruth Prabhu add a quirky twist in Kurkure's new ad. brandequity.economictimes.indiatimes.com. 11 January 2022.
  18. Web site: Kurkure's campaign #ChatpateSeSabPatein normalises work-life balance with Sara Ali Khan. afaqs.com. 19 February 2024. 13 March 2024. 13 March 2024. https://web.archive.org/web/20240313114512/https://www.afaqs.com/news/advertising/kurkures-campaign-chatpatesesabpatein-normalises-work-life-balance-with-sara-ali-khan. live.
  19. Web site: Our Brands: Kurkure. pepsico.com.pk.
  20. Web site: FritoLay’s Kurkure brand to set up shop in Pakistan. dnaindia.com. 14 September 2007.
  21. Web site: 10 Pakistani Actresses Who Started Off with Modelling. Mehwish Bangush. thecinemapost.com. May 13, 2017. July 11, 2018. July 11, 2018. https://web.archive.org/web/20180711185541/http://thecinemapost.com/10-pakistani-actresses-who-started-off-with-modelling/723237/. live.
  22. Web site: Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!. Anusha Sachwani. brandsynario.com. 2 October 2019. 14 November 2019. 29 October 2020. https://web.archive.org/web/20201029081256/https://www.brandsynario.com/kurkures-latest-tvc-featuring-iqra-aziz-ahmed-ali-akber-makes-us-miss-our-college-days/. live.
  23. Web site: Frito-Lay to launch Kurkure in US. 4 November 2006. fnbnews.com. 23 July 2012. 12 February 2012. https://web.archive.org/web/20120212002121/http://www.fnbnews.com/article/detarchive.asp?articleid=19261&sectionid=31. live.
  24. Book: Kurkure Masala Munch 5 Oz by PepsiCo. 2584695235.
  25. News: Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned. 30 March 2005. Business Line. 23 July 2012. 13 February 2009. https://web.archive.org/web/20090213021057/http://www.thehindubusinessline.com/2005/03/30/stories/2005033002200100.htm. live.
  26. News: Pepsi markets goes Global. PepsiCo India. 2015-03-06. 2015-03-16. https://web.archive.org/web/20150316181435/http://pepsicoindia.co.in/media/Press-Releases/release-01_04_2014.aspx. dead.

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