PepsiCo India has collaborated with Tata Consumer Products in the snacks space. The partnership focuses on Indian-Chinese snack flavours. Brands Kurkure and Ching’s Secret have teamed up to launch Kurkure in Schezwan Chutney flavour.
In the past, PepsiCo India has focused on introducing desi flavours as part of the hyperlocal strategy for brand Kurkure.
Aastha Bhasin, Marketing Director – Kurkure & Doritos, PepsiCo India, said, “PepsiCo India is excited to partner with Tata Consumer Products’ Ching’s Secret for this milestone collaboration. Kurkure has always led the way in introducing trendsetting innovations within the snacking category, and this partnership underscores our commitment to delivering flavours that truly connect with evolving consumer preferences.”
“With fusion flavours becoming increasingly popular, this collaboration brings together Kurkure’s crunchy, masaaledaar magic with the fiery and tangy kick of Ching’s Schezwan Chutney to create a truly unique Desi Chinese snacking experience. Together, this collaboration brings two well-loved brands in their categories to celebrate a snacking innovation that blends flavours enjoyed by consumers across India,” she added.
Available across all markets and channels in ₹5, ₹10, and ₹20 packs, the launch will be supported by an extensive media plan across TV, digital, and print, featuring a high-impact TVC.
Deepika Bhan, President, Packaged Foods, Tata Consumer Products, said, “Kurkure has always delighted consumers with its crunch and trendsetting flavours, making it the perfect partner for Ching’s, a brand synonymous with Desi Chinese. Together, they bring to life a fusion that seamlessly blends the zesty notes of Ching’s Schezwan Chutney tadka with Kurkure’s signature masala profile.”
PepsiCo India and Tata Consumer Products earlier had a joint venture company called NourishCo Beverages in the beverage space. In 2022, Tata Consumer Products Ltd acquired PepsiCo’s 50 per cent stake in NourishCo Beverages Limited, making it its wholly-owned subsidiary.