Kurkure is one of India’s favourite snacks. launched in 1999, Kurkure instantly became a hit with Indian audiences and became a prime-time snack in the market which so far had strictly limited options in branded, packaged snacks. Kurkure was launched in India in 1999 and is a type of corn puffs which are made by mixing different grain meals like corn meal, gram meal, rice meal, spices and condiments. It is a fried snack and easily available in every nook and cranny in India. The popularity of the snack has grown over the years and today, it is even exported and has created a major market even outside India. The brand today consists of over 15 flavours of Kurkure!
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Before Kurkure, the Indian market was ruled by Cheetos (also manufactured by PepsiCo in India) which was extremely loved by the youngsters and the kids because of the freebies they got with it. Cheetos is responsible or staring a complete “Tazo” craze in the country. Each pack contained one of these round circular discs which contained a score value and you could play with or against your friends to build up an enviable Tazo collection. Cheetos was responsible for many under-the-desk Tazo wars in schools and completely owned the Indian market. The Tazos features cartoons like The Looney Tunes and even the Pokemon (quite like the McD toys of today). However, the entry of Kurkure completely changed that.
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Kurkure entered the market in 1999, right during Cheeto’s most popular years and managed to completely displace the brand. They owned the market and wiped Cheetos share through some brilliant marketing and advertising. Also, the Indian twist to the name coupled with the typical fiery Indian spiced flavours struck a chord with the audiences instantly. Though Cheetos was also marketed by PepsiCo, since Cheetos was a part of Frito Lays which was a non-Indian division and Kurkure a completely Indian product, the push was more behind making Kurkure a household name and a snack even for “adults” (no snack targeted people across age groups being more for kids or youth) while Cheetos was marketed more at kids and schools were the target. Thus, a clear distinction between the two was laid down by PepsiCo.
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Kurkure has it’s manufacturing facilities in Punjab, Kolkata, Assam, Pune, Tamil Nadu, Haryana and Telangana. In the video, we see the PepsiCo snacks factory in Kolkata. There are a whole lot of facts about Kurkure that you didnot know. Like everything from the different flours used for making Kurkure, the spices, the oil and even the water are tested in a lab. If any of these are found wanting or not up to the standard, the entire shipment is cancelled and a new order placed. So no Kurkure is made without testing the raw materials. Also, the packet in which Kurkure is sealed is checked in the lab too! The entire manufacturing process is automated and once Kurkure is ready, there is a further test done to ensure that no dirt has accidentally entered the mixture. Further, the entire Kurkure plant works on recyclable and renewable energy and that has won the plant multiple awards!
No, you do relish the packets but you never knew these crazy things, did you?