PepsiCo India has teamed up with Tata Consumer Products to introduce the new Kurkure Ching’s Secret Schezwan Chutney flavour. This unique offering combines Kurkure’s signature crunchy spice with Ching’s Schezwan Chutney tadka, catering to the growing demand for Indo-Chinese flavours. The collaboration aims to attract snack lovers across diverse demographics. For Kurkure, it opens a gateway to Ching’s loyal fanbase, known for their love of Indo-Chinese cuisine. Similarly, it provides Ching’s with an opportunity to engage Kurkure enthusiasts, renowned for their preference for Indian-style snacking. By joining forces, the brands seek to expand their consumer base and create a shared snacking experience.
Read the official Press Release here: Kurkure® launches new Schezwan Chutney flavour in partnership with Ching’s Secret!
The timing aligns with the rapid growth of the Indian packaged snack market, expected to reach ₹95,521.8 crore by 2032 from ₹42,695 crore in 2023, according to IMARC. The market’s expansion has heightened competition, especially with local players like ITC, Haldiram, and Balaji Snacks, alongside emerging direct-to-consumer brands.
PepsiCo’s snack range includes iconic names like Lay’s, Doritos, and Kurkure, while Tata Consumer bolstered its portfolio with the ₹5,100 crore acquisition of Capital Foods, bringing in Smith & Jones and Ching’s Secret. Together, the brands aim to offer consumers a distinctive fusion of flavors combining Tata’s strength in staples and PepsiCo’s snacking expertise.
The ethnic snack segment, which grows at over 20% annually, is fragmented, making it a lucrative yet challenging space. However, experts view the partnership as a strong move to challenge regional brands and cater to the evolving tastes of Indian consumers. Should Kurkure and Ching’s Secret succeed, the collaboration could expand to other co-branded items in the future.
Additionally, PepsiCo is reportedly exploring talks with Haldiram Snacks Food for a minority stake, as part of their strategy to strengthen their foothold in the ethnic snack market.