Kurkure

Spicy corn puffs
Kurkure
Official logo
Product typeCornpuff Sticks
OwnerPepsiCo (India)
Frito-Lay (Pakistan)
CountryIndia, Pakistan (countries of origin)
Introduced1999; 25 years ago (1999) (India)
2007; 17 years ago (2007) (Pakistan)

Kurkure is an Indian and Pakistani brand of spiced crunchy puffcorn snacks made up of rice, lentil and corn, that is owned by Lays, which in turn owned by PepsiCo. It was first launched in 1999 in India.[1][2] The snack is being manufactured and sold in India and in Pakistan.

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. In Pakistan, it is manufactured in Gulberg, Lahore.

Ingredients

Kurkure is made from rice meal, edible vegetable oil[3] (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 flavoring substances.[4]

Flavors

Pakistan

  • Red Chilli Jhatka
  • Chutney Chaska
  • Toofani Mirch
  • Toofani Masala

India

  • Masala Munch
  • Kurkure Playz Puffcorn Yummy Cheez
  • Chilli Chatka
  • Naughty Tomato

Launching

Initially Kurkure was launched in India in 1999, Indian television actress Pooja Ghai 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.[5] and from 2008 Kareena Kapoor was endorsing a new range (Kurkure Desi beats) under the main brand .[6]Kurkure was launched in Tamil Media in 2008 with actress Simran as its brand ambassador.[7] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[8] In 2019 Samantha Ruth Prabhu & Taapsee Pannu acted in Hindi,Tamil and Telugu commercials of Kurkure [9].[10]In 2021 & 2022 Akshay Kumar appeared in Kurkure commercials along with Kritika Kamra and Samantha Ruth Prabhu.[11] [12]In 2024, actress Sara Ali Khan acted in Kurkure's Hindi commercial.[13]

Kurkure was launched in Pakistan in 2007. Actresses Ayesha Omer, Hania Amir and Iqra Aziz have all been featured in television commercials for Kurkure in the country.[14][15]

References

  1. ^ "PepsiCo India - Kurkure". pepsicoindia.co.in. Archived from the original on 2012-10-09. Retrieved 2012-01-09.
  2. ^ "How PepsiCo's Kurkure managed to grab and retain snack market share". Archived from the original on 2022-02-09. Retrieved 2022-02-09.
  3. ^ "Kurkure Business In India – Spicing Up The Market". aatmnirbharsena.org. 5 Nov 2020. Archived from the original on 24 June 2021. Retrieved 7 November 2020.
  4. ^ "Product Information" (PDF). PepsiCo India. Archived (PDF) from the original on 2023-01-04. Retrieved 2023-01-04.
  5. ^ Adesara, Hetal (31 May 2004). "Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success". indiantelevision.com. Archived from the original on 16 July 2012. Retrieved 23 July 2012.
  6. ^ "Kareena Kapoor endorses Kurkure Desi beats". bollywoodhungama.com/. 28 November 2008.{{cite web}}: CS1 maint: url-status (link)
  7. ^ Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India Archived 2011-10-11 at the Wayback Machine. PepsiCo India. June 4, 2008. Retrieved on 2012-01-01.
  8. ^ "Kurkure launches the all-new 'Tedha Hai Par Mera Hai' Family". PepsiCo India. Archived from the original on 2015-03-16. Retrieved 2015-03-03.
  9. ^ "The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai". adageindia.in. May 30, 2019. Archived from the original on June 24, 2019. Retrieved June 24, 2019.
  10. ^ "Snack brand Kurkure has roped in leading Bollywood actress Taapsee Pannu as its brand ambassador". exchange4media.com. 15 February 2019.{{cite web}}: CS1 maint: url-status (link)
  11. ^ "The TVC film featuring Kurkure's brand ambassador, Akshay Kumar and Kritika Kamra". brandequity.economictimes.indiatimes.com. 20 April 2021.{{cite web}}: CS1 maint: url-status (link)
  12. ^ "Akshay Kumar and Samantha Ruth Prabhu add a quirky twist in Kurkure's new ad". brandequity.economictimes.indiatimes.com. 11 January 2022.{{cite web}}: CS1 maint: url-status (link)
  13. ^ "Kurkure's campaign #ChatpateSeSabPatein normalises work-life balance with Sara Ali Khan". afaqs.com. 19 February 2024. Archived from the original on 13 March 2024. Retrieved 13 March 2024.
  14. ^ Mehwish Bangush (May 13, 2017). "10 Pakistani Actresses Who Started Off with Modelling". thecinemapost.com. Archived from the original on July 11, 2018. Retrieved July 11, 2018.
  15. ^ Anusha Sachwani (2 October 2019). "Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!". brandsynario.com. Archived from the original on 29 October 2020. Retrieved 14 November 2019.

External links

  • Kurkure on Facebook (India)
  • Kurkure on Facebook (Pakistan)
  • v
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Brands and
subsidiaries
Pepsi
Frito-Lay
Gatorade
Quaker Oats
Tropicana
Other holdingsFormer holdingsPeopleRelated articles
  • 1Produced under a partnership with Ekaterra
  • 2Outside the U.S.
  • 3Distributed
  • 449% owned
  • 5Fruit juices under license
  • Category
  • Commons