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Kurkure

From Wikipedia - Reading time: 8 min
Not to be confused with Kurkura.
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)

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.

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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