Kurkure

Kurkure is a brand of spiced crunchy

puffcorn snacks made up of rice, lentil
and corn, owned by Lays. It was launched
in 1999 in India.[1][2] The snack is
currently being manufactured and sold in
India, Pakistan and Bangladesh. The
snack has limited availability in certain
international markets such as Canada
and the United Kingdom.[3][4][5][6]
 Kurkure

Official logo

Product type Cornpuff Sticks

Owner Lays (via Frito-Lay)

Country India

Introduced 1999 (India)

2007 (Pakistan)
2015 (Bangladesh)

Markets India
Pakistan
Bangladesh
United Arab Emirates
United Kingdom
Canada
 United States
Nepal

Website pepsicoindia.co.in/kurkure
(http://www.pepsicoindia.
co.in/live/pressrelease/ku
rkure-expands-its-portfolio
-with-new-chatpata-chees
e-flavour)

The word Kurkure means "crunchy" in

Hindi language.

In India it is manufactured in Sangrur,

Pune, Howrah, Sonipat, Ranga Reddy,
Vaishali and Kamrup. 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 website in a pdf listing the
ingredients show milk solids as one of
the ingredients.

It contains natural, nature-identical, and

artificial flavouring substances.[8]

The ingredients are different in the UK.

Flavours

India

In India Kurkure is available in the

following flavours:[1]

Masala Munch
Green Chutney
Chilli Chatka
Tamatar Hyderabadi Style
Masala Twists (Solid Masti)
Desi Beats
Naughty Tomato
Puffcorn (Yummy Cheese)
Monster Paws
Hyderabadi Hungama
Lime pickle
Zig Zag
Puff Corn
Corn Cups
Solid Masti
Monster Smilies
Tangy Tamato
Butter Masti
Kurkure triangles
Khatta Meetha
Multigrain
Chatpata Cheese
Kurkure is also made in other limited
edition flavours for various occasions
like Puja or Diwali.[9][10]

Pakistan

Red Chili Jhatka

Chutney Chaska
Salt & Pepper Masti
Sweet Lime Chatpat
Dahi Papri Chaat
Barbecue
Cream N’ Onion
Cheese N’ Garlic
Hot N’ Spicy
Sour Cream Maska
Halke Phulke
Cheese Karara
Toofani Masala
Toofani Mirch
Naughty Tomato
Khata Meetha
Kurkure Triangles
Kurkure Poppers
Kurkure ZigZag
Kurkure Nimko
Kurkure Tubes
Corn Puffs
As in Pakistan, Kurkure is also available
in other limited edition flavours for
various occasions like Eid or Ramadan

Bangladesh

Masala Munch
Cream and Onion
Chilli Chatka
Spicy Chicken

Marketing
In 1999, Kurkure was initially launched in
India, Indian television actress Ashish
Yadav and Kacchia kr. Aryan appeared in
the commercial and served as the first
brand ambassador. In 2004, Indian Hindi
film actress Juhi Chawla was featured in
advertisements for Kurkure.[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 acted in Tamil
and Telugu commercials of Kurkure.[14]

Following the Pakistani launch in 2007,

actresses Ayesha Omer, Hania Amir and
Iqra Aziz have all been featured in
television commercials for Kurkure.[15][16]
In November 2006, Frito-Lay announced
plans to release Kurkure to American
markets in 2007.[17] This decision was
made after analysts showed increasing
interest in Indian spices in the region.[18]
Kurkure was subsequently introduced in
other markets with a significant non-
resident Indian population such as the
UK.[19] As of 2013, Kurkure is available in
Western Canada. As of 2010, Kurkure is
available in Eastern Canada.[20]

It was launched in Bangladesh in 2015 by

Transcom Consumer Products Ltd.[21]
Free Internet Data

From September 2020, Airtel had

provided its users 1GB free internet data
with a packet of Kurkure costing Rs
10.[22]

Controversy
In July 2018, it was reported that
PepsiCo had been granted an order by
the Delhi High Court, ordering Facebook,
Instagram, Twitter, and YouTube to
remove or block various "disparaging and
defamatory" posts perpetuating a false
rumour that Kurkure products contain
plastics. The rumour had frequently been
spread via videos depicting the snacks
being flammable, though this is based
primarily on their starch content. PepsiCo
faced criticism over the move, as it also
included the geoblocking of Twitter posts
that were clearly satirizing the
controversy and order.[23][24][25][26]

References
1. "PepsiCo India - Kurkure" (http://pepsicoin
dia.co.in/brands/kurkure.html) .
pepsicoindia.co.in.

2. "How PepsiCo's Kurkure managed to grab

and retain snack market share" (https://w
ww.businesstoday.in/magazine/case-stud
y/story/case-study-pepsico-kurkure-on-gr
abbing-retaining-market-137861-2014-07-
19) .
3. Bhushan, Ratna (2007-09-07). "Kurkure
set to cross LoC" (http://articles.economi
ctimes.indiatimes.com/2007-09-07/new
s/28387014_1_frito-lay-india-frito-lay-bran
ds-kurkure) .
Articles.economictimes.indiatimes.com.
Retrieved 2012-07-23.

4. "Kurkure goes to UK" (http://www.rediff.co

m/money/2007/sep/17kur.htm) .
Rediff.com. 2004-12-31. Retrieved
2012-07-23.

5. "PepsiCo aims to double Kurkure sales in

next 5 years" (https://www.moneycontrol.
com/news/business/pepsico-aims-to-dou
ble-kurkure-sales-in-next-5-years-254262
3.html) . moneycontrol.com. 4 April 2018.
Retrieved 11 July 2018.
6. 2021-08-26T07:46:00+01:00. "Kurkure
snack brand to launch in the UK" (https://
www.conveniencestore.co.uk/products/k
urkure-snack-brand-to-launch-in-the-uk/65
9262.article) . Convenience Store.
Retrieved 2022-03-26.

7. "Kurkure Business In India – Spicing Up

The Market" (https://aatmnirbharsena.or
g/blog/kurkure-making-business-in-indi
a/) . aatmnirbharsena.org. 5 Nov 2020.

8. "Product Information" (https://www.pepsi

coindia.co.in/docs/librariesprovider16/pr
oduct-information/kurkureb003d6aeef576
d378be6ff5000e253d8.pdf) (PDF).
PepsiCo India.
9. "Kurkure adds a festive twist with Limited
Edition Diwali Gift Packs designed by
Manish Arora" (https://web.archive.org/w
eb/20181204110845/http://pepsicoindia.
co.in/media/Press-Releases/release-10_1
0_2014.aspx) . pepsicoindia.co.in.
October 10, 2014. Archived from the
original (http://www.pepsicoindia.co.in/m
edia/Press-Releases/release-10_10_2014.
aspx) on December 4, 2018. Retrieved
July 20, 2018.
10. "Kurkure delights consumers with two
limited edition pujo special flavours" (http
s://web.archive.org/web/2018120411305
4/http://pepsicoindia.co.in/media/Press-
Releases/release_10_06_12.aspx) .
pepsicoindia.co.in. October 6, 2012.
Archived from the original (http://www.pe
psicoindia.co.in/media/Press-Releases/re
lease_10_06_12.aspx) on December 4,
2018. Retrieved July 29, 2018.

11. Adesara, Hetal (31 May 2004). "Kurkure's

new ad with Juhi Chawla rides on Tulsi
bahu's success" (http://www.indiantelevisi
on.com/mam/headlines/y2k4/may/maym
am128.htm) . indiantelevision.com.
Retrieved 23 July 2012.
12. Cine Idol Simran appointed as the first
brand ambassador for Kurkure in South
India (http://pepsicoindia.co.in/media/Pre
ss-Releases/release_06_04_08.aspx)
Archived (https://web.archive.org/web/20
111011220001/http://pepsicoindia.co.in/
media/Press-Releases/release_06_04_08.
aspx) 2011-10-11 at the Wayback
Machine. PepsiCo India. June 4, 2008.
Retrieved on 2012-01-01.

13. "Kurkure launches the all-new 'Tedha Hai

Par Mera Hai' Family" (http://www.pepsico
india.co.in/media/Press-Releases/release
_12_07_12.aspx) . PepsiCo India.
14. "The Evolution of Kurkure: From Control
Nahi Hota to Khayal toh Chatpata Hai" (htt
p://www.adageindia.in/advertising/the-ev
olution-of-kurkure-from-control-nahi-hota-t
o-khayal-toh-chatpata-hai/articleshow/69
564899.cms) . adageindia.in. May 30,
2019. Retrieved June 24, 2019.

15. Mehwish Bangush (May 13, 2017). "10

Pakistani Actresses Who Started Off with
Modelling" (http://thecinemapost.com/10-
pakistani-actresses-who-started-off-with-
modelling/723237/) .
thecinemapost.com. Retrieved July 11,
2018.
16. Anusha Sachwani (2 October 2019).
"Kurkure's Latest TVC Featuring Iqra Aziz
& Ahmed Ali Akber Makes us Miss Our
College Days!" (https://www.brandsynario.
com/kurkures-latest-tvc-featuring-iqra-azi
z-ahmed-ali-akber-makes-us-miss-our-coll
ege-days/) . brandsynario.com.

17. "Frito-Lay to launch Kurkure in US" (http://

www.fnbnews.com/article/detarchive.as
p?articleid=19261&sectionid=31) .
fnbnews.com. 4 November 2006.
Retrieved 23 July 2012.

18. Kurkure Masala Munch 5 Oz by PepsiCo.

ISBN 2584695235.
19. "Pepsi India to expand portfolio, foray into
breakfast segment — $300–500 m
investment planned" (http://www.thehindu
businessline.com/2005/03/30/stories/20
05033002200100.htm) . Business Line.
30 March 2005. Retrieved 23 July 2012.

20. "Pepsi markets goes Global" (https://web.

archive.org/web/20150316181435/http://
pepsicoindia.co.in/media/Press-Release
s/release-01_04_2014.aspx) . PepsiCo
India. Archived from the original (http://w
ww.pepsicoindia.co.in/media/Press-Relea
ses/release-01_04_2014.aspx) on 2015-
03-16. Retrieved 2015-03-06.
21. "Transcom brings PepsiCo's snack brand
Kurkure" (https://www.thedailystar.net/bu
siness/transcom-brings-pepsicos-snack-b
rand-kurkure-158734) . The Daily Star
(Bangladesh). 18 October 2015.

22. Ankita Chakravarti (September 1, 2020).

"Airtel will now provide up to 2GB free
internet data on purchase of Uncle
Chipps, Lays and more" (https://www.indi
atoday.in/technology/news/story/airtel-wi
ll-now-provide-up-to-2gb-free-internet-data
-on-purchase-of-uncle-chipps-lays-and-mo
re-1717428-2020-09-01) . India Today.
Retrieved 2022-03-04.
23. "Delhi HC does not find Kurkure 'plastic'
jokes funny, orders social media giants to
erase them" (https://web.archive.org/we
b/20180727084744/https://theprint.in/go
vernance/delhi-hc-does-not-find-kurkure-pl
astic-jokes-funny-orders-social-media-gia
nts-to-erase-them/89049/) . The Print. 26
July 2018. Archived from the original (http
s://theprint.in/governance/delhi-hc-does-n
ot-find-kurkure-plastic-jokes-funny-orders-
social-media-giants-to-erase-them/8904
9/) on 2018-07-27. Retrieved 26 July
2018.
24. Mitra, Sounak (2018-07-26). "Social media
platforms take down posts on Pepsi
Kurkure" (https://www.livemint.com/Cons
umer/6l27hPML69yI3Jc4hPN6NP/Social-
media-platforms-take-down-posts-on-Pep
si-Kurkure.html) . Livemint. Retrieved
2018-07-27.

25. "Facebook ordered to block posts about a

PepsiCo snack in India" (https://www.cne
t.com/au/news/facebook-ordered-to-bloc
k-posts-about-a-pepsico-snack-in-india/) .
CNET. 2018-07-27. Retrieved 2018-07-27.

26. "PepsiCo Reportedly Wants Twitter to

Delete All Jokes on 'Kurkure Has Plastic' "
(https://www.news18.com/news/buzz/pe
psico-wants-twitter-to-delete-all-jokes-on-
kurkure-has-plastic-1824227.html) .
News18. Retrieved 2018-07-27.
External links
Kurkure (https://www.facebook.com/K
urkure) on Facebook (India)
Kurkure Pakistan (https://pepsico.com.
pk/Brands/Detail?brandId=39)
Transcom Bangladesh (http://www.tra
nscombd.com/transcom-beverages-lt
d.html#:~:text=Transcom%20Beverag
e%20Ltd%20(TBL)%20is,Pepsi%20Die
t%20and%207UP%20Light.)

Retrieved from
"https://en.wikipedia.org/w/index.php?
title=Kurkure&oldid=1181008916"
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