PepsiCo India has expanded its popular snack brand, Kurkure, into the millet-based snacking category with the launch of Kurkure Jowar Puffs. This move aligns with the growing consumer preference for nutritious, sustainable, and whole-grain food options. The new product is available in INR 10 and INR 20 packs across North, West, and East India.
To commemorate its 25th anniversary, Kurkure has introduced Jowar Puffs, marking its entry into the millet-based snacking segment. These baked (not fried) puffs offer a fun and flavorful way to enjoy the traditional grain, Jowar, in a modern format. The product is available through modern and traditional retail, e-commerce platforms, and quick-commerce apps .
India's food culture is evolving, with consumers rediscovering traditional ingredients, seeking mindful snacking options, and embracing homegrown brands that strengthen local communities and the economy. Jowar, a time-honoured grain deeply rooted in India's agricultural heritage, is at the forefront of this shift. PepsiCo sees this as a unique opportunity to reimagine heritage grains for today's generation .
PepsiCo joins other FMCG companies, including ITC, Britannia, Tata Soulfull, Marico, and Nestlé, in incorporating millets into their product lines. This trend reflects a broader shift toward health-conscious consumption, with millets offering a nutrient-dense, sustainable alternative within the fast-moving consumer goods (FMCG) sector
PepsiCo India is the Indian subsidiary of the American multinational food, snack, and beverage corporation, PepsiCo. The company is one of the largest and fastest-growing food and beverage businesses in India, with a diverse portfolio of well-known brands.
PepsiCo entered the Indian market in 1989, navigating a complex regulatory environment at the time. The company's business model is centered on a strong combination of beverages and convenient foods, leveraging a vast distribution network to ensure its products are widely available.
PepsiCo's product portfolio in India is extensive and includes:
In 2024, PepsiCo India reported a consolidated revenue of ₹9,096.62 crore, with its snacks segment (foods) contributing significantly more to the revenue than its beverage segment. The company is not publicly listed on an Indian stock exchange.
Jagrut Kotecha was appointed as the new CEO of PepsiCo India in early 2024, succeeding Ahmed El Sheikh. Kotecha, who has been with the company for three decades, is tasked with steering the company's growth in what is considered a "core high-growth market" for the global corporation.
PepsiCo has a strong focus on sustainability under its global "PepsiCo Positive" (pep+) framework. In India, this translates into several key initiatives, including:
Recycling and Packaging: A core objective is to move towards a circular economy for plastic, with initiatives like using recycled plastic (rPET) in its beverage bottles and redesigning packaging to be more recyclable.
PepsiCo India's entry into the millet-based snacking category with Kurkure Jowar Puffs reflects a strategic alignment with evolving consumer preferences for healthier, sustainable, and locally rooted food options.
By leveraging the popularity of the Kurkure brand and the nutritional benefits of millets, PepsiCo aims to cater to the growing demand for mindful snacking choices in India.
This move not only strengthens PepsiCo's position in the Indian snack market but also contributes to the promotion of traditional grains and supports the government's initiative to popularize millets as a superfood of the future.