Kurkure marks 25th anniversary with new millet-based Jowar Puffs

In India’s ever-changing food and snacking landscape, few brands have carved a cultural niche as strong as Kurkure. Launched in 1999 as PepsiCo India’s first truly homegrown snack brand, Kurkure has spent the last 25 years becoming more than just a snack — it’s become a part of India’s conversations, its kitchens, and its moments of togetherness. Now, as the brand celebrates its 25th anniversary, Kurkure is entering a bold new chapter with the launch of Kurkure Jowar Puffs — an innovation that blends modern snacking formats with India’s traditional supergrain: millet. With this step, Kurkure is not just diversifying its product portfolio, but also making a statement about where India’s snacking culture is headed. The Millet Movement Meets Modern Snacking The year 2023 was declared the International Year of Millets by the United Nations, shining a spotlight on the nutritional and environmental benefits of grains like jowar, ragi, bajra, and foxtail millet. India, home to a rich heritage of millet farming, is leading this revival. Consumers today are increasingly looking for mindful snacking options — food that not only tastes good but also connects to health, heritage, and sustainability. The launch of Kurkure Jowar Puffs taps directly into this sentiment. Baked, not fried: Offering a lighter, guilt-free format. Made with Jowar (sorghum): Reintroducing consumers to an age-old Indian grain in a modern avatar. Fun and flavorful: Staying true to Kurkure’s identity as a playful, crunchy, and exciting snack. The tagline “Isse Achcha Kya Hoga?” perfectly encapsulates this balance — it’s tasty, innovative, and rooted in India’s culinary traditions. 25 Years of Being “Made in India” Kurkure’s journey has been remarkable. At a time when multinational snack companies were primarily pushing global products in India, Kurkure stood out as a homegrown creation — designed specifically for Indian palates, with flavours inspired by local kitchens. Over the years, it has built its identity around: Regional flavours: From Masala Munch to Green Chutney Rajasthani Style, Kurkure has reflected India’s diverse tastes. Cultural relevance: Campaigns that spoke to families, fun, and daily life kept the brand relatable. Innovation at scale: Kurkure has continuously refreshed itself with new formats, flavours, and packs, while retaining its core crunch and spice. With Jowar Puffs, Kurkure is not just innovating for novelty — it is leveraging heritage grains and making them mainstream for modern India. Consumer-Centric Innovation The launch is grounded in consumer insight and R&D. As Aastha Bhasin, Director Marketing – Kurkure and Doritos, PepsiCo India, explains: “At PepsiCo India, consumer-centricity is at the heart of everything we do. Our vision is to continually innovate for evolving consumer tastes and preferences, while staying rooted in India’s rich culinary traditions. With Kurkure Jowar Puffs, we are reimagining a time-honoured grain in a format that is both accessible and irresistibly fun, a true expression of Isse Achcha Kya Hoga. This launch is a testament to our commitment to delight consumers while championing ingredients that resonate with India’s heritage and future.” This philosophy reflects a wider movement in the Indian FMCG space: heritage ingredients are being reintroduced in modern, scalable formats that fit into today’s lifestyles. From ragi-based breakfast cereals to millet noodles, brands are experimenting with local grains — and Kurkure, with its scale, can make them accessible to millions. Kurkure and the “Many Indias” India isn’t a single consumer market. It’s a mosaic of regions, tastes, and cultures. PepsiCo India has long emphasised the need to cater to these “Many Indias.” Kurkure has excelled at this by creating products that resonate across demographics while still offering local flavour innovations. The new Jowar Puffs launch continues this ethos: It honours India’s agricultural traditions (millets have been grown here for over 5,000 years). It speaks to modern urban consumers who want better-for-you snacks. It aligns with the government and global initiatives promoting millets as a sustainable crop. By weaving together tradition and modernity, Kurkure strengthens its position as a bridge between India’s heritage and its aspirations. Accessibility and Scale The success of any innovation depends not just on its novelty, but also on its distribution reach. Kurkure Jowar Puffs will be available at ₹10 and ₹20 price points — ensuring affordability across income groups. Availability spans: North, West, and East India (with expansion likely to follow). Traditional retail and modern trade outlets. E-commerce and quick-commerce platforms for digital-first consumers. This approach leverages PepsiCo’s scale to make a new product mainstream, rather than niche. By pricing Jowar Puffs at accessible points, Kurkure ensures that millet-based snacking isn’t just for the premium consumer, but for the everyday Indian household. Marketing and Media Strategy The launch is supported by a robust media plan covering: Television: Ensuring mass reach across households. Digital platforms: Engaging young, urban, and health-conscious consumers. Retail activations: Driving visibility at the point of purchase. The communications strategy emphasizes fun and enjoyment while subtly educating consumers about the millet connection. Unlike niche health-food messaging, Kurkure positions Jowar Puffs as cool, tasty, and modern — keeping its brand DNA intact. The Bigger Picture: PepsiCo’s Vision in India This launch is more than just a product. It reflects PepsiCo India’s broader vision: Championing local ingredients while staying global in execution. Driving mindful snacking that aligns with health-conscious lifestyles. Innovating for the “Many Indias”, not just the metros. Strengthening its leadership in India’s rapidly expanding snack market. By innovating with millets, PepsiCo is aligning itself with India’s nutrition and sustainability goals, while also future-proofing Kurkure against evolving consumer expectations. Looking Ahead The launch of Kurkure Jowar Puffs raises exciting possibilities: Will we see more millet-based innovations across PepsiCo’s portfolio? Could this trigger a wave of mainstream millet snacking from competitors? How will consumers respond to the balance of health and taste? If successful, Jowar Puffs could pave the way for millet-based products to move from niche health aisles to everyday snacking shelves, creating a category transformation similar to what oats experienced a decade ago. Conclusion As Kurkure celebrates its 25th anniversary, the launch of Jowar Puffs underscores the brand’s enduring ability to stay relevant by blending tradition with innovation. It’s not just about marking a milestone — it’s about shaping the future of Indian snacking. For Indian consumers, this means enjoying the familiar fun, crunch, and flavour of Kurkure, now fused with the heritage and nutrition of millets. For PepsiCo, it means reaffirming its role as a leader that listens, innovates, and adapts to India’s evolving food culture. In a country that celebrates both culinary tradition and modern experimentation, Kurkure Jowar Puffs stand as a symbol of where Indian snacking is headed: local, mindful, and irresistibly fun. Isse Achcha Kya Hoga?