PepsiCo India Partners with Tata Consumer Products’ Ching’s Secret to Launch New Kurkure Flavor

PepsiCo India and Tata Consumer Products have joined hands to launch an exciting new flavor of Kurkure, the popular crunchy snack. The latest flavor combines Kurkure’s signature crunch with the spicy, tangy taste of Ching’s Secret schezwan chutney.

The new flavor is now available across India, offering snack lovers a unique blend of desi and Chinese-inspired tastes.

Image Source: https://www.pepsicoindia.co.in

A Milestone Collaboration

Aastha Bhasin, Marketing Director for Kurkure & Doritos at PepsiCo India, expressed excitement about the partnership. She said, “Kurkure has always been about introducing bold innovations, and this collaboration reflects our commitment to creating flavors that connect with today’s consumers.”

Deepika Bhan, President of Packaged Foods at Tata Consumer Products, added, “This partnership promises to surprise and delight consumers, offering an unforgettable sensory experience.”

A Growing Market

The collaboration comes at a time when India’s snacks market is booming. Currently valued at $17.11 billion, the market is expected to grow by 7.66% annually between 2025 and 2029, according to Statista.

PepsiCo is reportedly looking to expand its share in the Indian snack industry. This collaboration with Tata Consumer Products’ Ching’s Secret is seen as a major step toward strengthening its position.

A Unique Snacking Experience

The new Kurkure flavor combines the spicy, tangy kick of Ching’s schezwan chutney with Kurkure’s crunchy texture. According to PepsiCo, this partnership celebrates bold and authentic flavors, resonating deeply with Indian snack lovers.

This collaboration highlights how two well-loved Indian brands can come together to innovate and create something truly unique for consumers.

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