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Kurkure

Not to be confused with Kurkura.

Kurkure is a brand of spiced crunchy puffcorn snacks made up of rice, lentil and corn. It is owned by PepsiCo through its subsidiary Frito-Lay. It was First launched in India in 1999 and nine years later, the snack was launched in Pakistan in 2008.[1][2][3][4] The snack is manufactured in India and Pakistan, and has limited availability in certain international markets such as Canada and the United Kingdom.[5][6][7][8] The word Kurkure means "crunchy" in Hindi and Urdu languages.

Kurkure
Official logo
Product typeCornpuff Sticks
OwnerFrito-Lay (PepsiCo)
CountryIndia (country of origin)
Introduced1999; 25 years ago (1999) (India)
2008; 16 years ago (2008) (Pakistan)

In India, it is manufactured in Sangrur, Pune, Howrah, Sonipat, Ranga Reddy, Vaishali and Kamrup whereas in Pakistan, it is manufactured in Gulberg, Lahore.

Ingredients

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Kurkure is made from rice meal, edible vegetable oil[9] (palm oil), corn meal, gram meal, spices (such as turmeric), condiments, salt, sugar, tartaric, and E631. Kurkure is not completely vegan as the PepsiCo India website in a pdf listing the ingredients show milk solids as one of the ingredients.

It contains natural, nature-identical, and artificial flavoring substances.[10]

Flavors

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India

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  • Masala Munch
  • Green Chutney
  • Chilli Chatka
  • Hyderabadi Hungama
  • Lal Mirch Powder
  • Tamatar Hyderabadi Style
  • Malabar Masala Style
  • Masala Twists (Solid Masti)
  • Chatpata Cheese
  • Desi Beats
  • Naughty Tomato
  • Angry Tomato
  • Xtreme Electric Nimbu
  • Xtreme Risky Chilli
  • Puffcorn (Yummy Cheese)
  • Monster Paws
  • Zig Zag
  • Puff Corn
  • Corn Cups
  • Monster Smilees
  • Monster Paws
  • Butter Masti
  • Kurkure triangles
  • Khatta meetha
  • Sizzling hot
  • Solid masti
  • Multigrain
  • Chaat fills
  • Gazab Golmaal
  • Herapheri Hungama

Pakistan

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

Launching

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Kurkure was originated in India in 1999; in 2001 Indian television actresses Mandira Bedi and Pooja Ghai appeared in few commercials of Kurkure and served for the new brand .[11] In 2004, Indian Hindi film actress Juhi Chawla was featured in advertisements for Kurkure.[12] and from 2008 Kareena Kapoor was endorsing a new range (Kurkure Desi beats) under the main brand .[13] Kurkure was launched in Tamil Media in 2008 with actress Simran as its brand ambassador.[14] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[15] In 2019 Samantha Ruth Prabhu and Taapsee Pannu acted in Hindi, Tamil and Telugu commercials of Kurkure.[16][17] In 2021 and 2022 Akshay Kumar appeared in Kurkure commercials along with Kritika Kamra and Samantha Ruth Prabhu.[18][19] In 2024, actress Sara Ali Khan acted in Kurkure's Hindi commercial.[20]

Kurkure was launched in Pakistan in 2008.[1][2] Actresses Ayesha Omer, Hania Amir and Iqra Aziz have all been featured in television commercials for Kurkure in the country.[21][22]

In November 2006, Frito-Lay announced plans to release Kurkure to American markets in 2007.[23] This decision was made after analysts showed increasing interest in Indian spices in the region.[24] Kurkure was subsequently introduced in other markets with a significant non-resident Indian population such as the UK.[25] As of 2010, Kurkure is available in Eastern Canada.[26] As of 2013, Kurkure is available in Western Canada.

References

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  1. ^ a b "Our Brands: Kurkure". pepsico.com.pk.
  2. ^ a b "FritoLay's Kurkure brand to set up shop in Pakistan". dnaindia.com. 14 September 2007.
  3. ^ "PepsiCo India - Kurkure". pepsicoindia.co.in. Archived from the original on 2012-10-09. Retrieved 2012-01-09.
  4. ^ "How PepsiCo's Kurkure managed to grab and retain snack market share". 19 July 2014. Archived from the original on 2022-02-09. Retrieved 2022-02-09.
  5. ^ Bhushan, Ratna (2007-09-07). "Kurkure set to cross LoC". Articles.economictimes.indiatimes.com. Archived from the original on 2013-01-16. Retrieved 2012-07-23.
  6. ^ "Kurkure goes to UK". Rediff.com. 2004-12-31. Archived from the original on 2012-10-24. Retrieved 2012-07-23.
  7. ^ "PepsiCo aims to double Kurkure sales in next 5 years". moneycontrol.com. 4 April 2018. Archived from the original on 10 July 2018. Retrieved 11 July 2018.
  8. ^ 2021-08-26T07:46:00+01:00. "Kurkure snack brand to launch in the UK". Convenience Store. Archived from the original on 2022-04-05. Retrieved 2022-03-26.{{cite web}}: CS1 maint: numeric names: authors list (link)
  9. ^ "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.
  10. ^ "Product Information" (PDF). PepsiCo India. Archived (PDF) from the original on 2023-01-04. Retrieved 2023-01-04.
  11. ^ "kurkure brand with a new logo and multi-coloured packaging with new punchline kha ke mast, taking a step ahead from control nahi hota". timesofindia.indiatimes.com. 9 December 2001.
  12. ^ 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.
  13. ^ "Kareena Kapoor endorses Kurkure Desi beats". bollywoodhungama.com/. 28 November 2008.
  14. ^ 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.
  15. ^ "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.
  16. ^ "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.
  17. ^ "Snack brand Kurkure has roped in leading Bollywood actress Taapsee Pannu as its brand ambassador". exchange4media.com. 15 February 2019.
  18. ^ "The TVC film featuring Kurkure's brand ambassador, Akshay Kumar and Kritika Kamra". brandequity.economictimes.indiatimes.com. 20 April 2021.
  19. ^ "Akshay Kumar and Samantha Ruth Prabhu add a quirky twist in Kurkure's new ad". brandequity.economictimes.indiatimes.com. 11 January 2022.
  20. ^ "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.
  21. ^ 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.
  22. ^ 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.
  23. ^ "Frito-Lay to launch Kurkure in US". fnbnews.com. 4 November 2006. Archived from the original on 12 February 2012. Retrieved 23 July 2012.
  24. ^ Kurkure Masala Munch 5 Oz by PepsiCo. ISBN 2584695235.
  25. ^ "Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned". Business Line. 30 March 2005. Archived from the original on 13 February 2009. Retrieved 23 July 2012.
  26. ^ "Pepsi markets goes Global". PepsiCo India. Archived from the original on 2015-03-16. Retrieved 2015-03-06.
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