LuciaStonor at 10:14, 6 March 2026

2026-03-06T10:14:14Z

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{{short description|Indian spicy puffcorn snack}}
{{distinguish|Kurkura}}
{{Infobox brand
|name = Kurkure
|image = Kurkure_Logo.png
|image_size = 200px
|caption = Official logo
|type =
|currentowner = [[PepsiCo]] ([[Frito-Lay]])
|discontinued =
|origin = India
|introduced = {{start date and age|1999}} (India)<br/>{{start date and age|2008}} (Pakistan)
|markets =
|trademarkregistrations=
|website =
}}
'''Kurkure''' is an Indian brand of spiced [[Puffcorn|crunchy puffcorn snacks]] made up of rice, [[lentil]] and [[Corn snack|corn]]. It is owned by [[PepsiCo]] through its [[subsidiary]] [[Frito-Lay]]. It was launched in [[India]] in 1999<ref name="pepsicoindia.co.in">{{cite web|url=http://pepsicoindia.co.in/brands/kurkure.html|title=PepsiCo India - Kurkure|work=pepsicoindia.co.in|access-date=2012-01-09|archive-date=2012-10-09|archive-url=https://web.archive.org/web/20121009005850/http://www.pepsicoindia.co.in/brands/kurkure.html|url-status=dead}}</ref><ref name="businesstoday.in">{{cite web|url=https://www.businesstoday.in/magazine/case-study/story/case-study-pepsico-kurkure-on-grabbing-retaining-market-137861-2014-07-19|title=How PepsiCo's Kurkure managed to grab and retain snack market share|date=19 July 2014 |access-date=2022-02-09|archive-date=2022-02-09|archive-url=https://web.archive.org/web/20220209124935/https://www.businesstoday.in/magazine/case-study/story/case-study-pepsico-kurkure-on-grabbing-retaining-market-137861-2014-07-19|url-status=live}}</ref> and nine years later, it was launched in [[Pakistan]] in 2008.<ref name="Our Brands"/> The snack is manufactured in India and in Pakistan, and has limited availability in certain international markets such as [[Canada]] and the [[United Kingdom]].<ref>{{cite web |last=Bhushan |first=Ratna |url=http://articles.economictimes.indiatimes.com/2007-09-07/news/28387014_1_frito-lay-india-frito-lay-brands-kurkure |title=Kurkure set to cross LoC |publisher=Articles.economictimes.indiatimes.com |date=2007-09-07 |access-date=2012-07-23 |archive-date=2013-01-16 |archive-url=https://web.archive.org/web/20130116022123/http://articles.economictimes.indiatimes.com/2007-09-07/news/28387014_1_frito-lay-india-frito-lay-brands-kurkure |url-status=dead }}</ref><ref>{{cite web |url=http://www.rediff.com/money/2007/sep/17kur.htm |title=Kurkure goes to UK |work=Rediff.com |date=2004-12-31 |access-date=2012-07-23 |archive-date=2012-10-24 |archive-url=https://web.archive.org/web/20121024222236/http://www.rediff.com/money/2007/sep/17kur.htm |url-status=live }}</ref><ref name="money control">{{cite web|url=https://www.moneycontrol.com/news/business/pepsico-aims-to-double-kurkure-sales-in-next-5-years-2542623.html|title=PepsiCo aims to double Kurkure sales in next 5 years|website=moneycontrol.com|date=4 April 2018|access-date=11 July 2018|archive-date=10 July 2018|archive-url=https://web.archive.org/web/20180710090706/https://www.moneycontrol.com/news/business/pepsico-aims-to-double-kurkure-sales-in-next-5-years-2542623.html|url-status=live}}</ref><ref>{{cite web |last= |date=2021-08-26 |title=Kurkure snack brand to launch in the UK |url=https://www.conveniencestore.co.uk/products/kurkure-snack-brand-to-launch-in-the-uk/659262.article |access-date=2022-03-26 |website=Convenience Store |language=en |archive-date=2022-04-05 |archive-url=https://web.archive.org/web/20220405215604/https://www.conveniencestore.co.uk/products/kurkure-snack-brand-to-launch-in-the-uk/659262.article |url-status=live }}</ref>
The word ''Kurkure'' means "crunchy" in [[Hindi-language|Hindi]] and [[Urdu-language|Urdu]] languages.

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

==Ingredients==
Kurkure is made from rice meal, edible vegetable oil<ref>{{cite web |title=Kurkure Business In India – Spicing Up The Market |work=aatmnirbharsena.org |url=https://aatmnirbharsena.org/blog/kurkure-making-business-in-india/ |date=5 Nov 2020 |access-date=7 November 2020 |archive-date=24 June 2021 |archive-url=https://web.archive.org/web/20210624005806/https://aatmnirbharsena.org/blog/kurkure-making-business-in-india/ |url-status=live }}</ref> ([[gingelly oil]]), corn meal, gram meal, spices (such as [[turmeric]]), condiments, salt, sugar, tartaric, and [[Disodium inosinate|E631]]. Kurkure is not completely [[Veganism|vegan]] as the PepsiCo India website in a pdf listing the ingredients show milk solids as one of the ingredients.

It contains natural, [[flavoring#Nature-identical flavorings|nature-identical]], and artificial flavoring substances.<ref name="auto">{{cite web |title=Product Information |url=https://www.pepsicoindia.co.in/docs/librariesprovider16/product-information/kurkureb003d6aeef576d378be6ff5000e253d8.pdf |website=PepsiCo India |access-date=2023-01-04 |archive-date=2023-01-04 |archive-url=https://web.archive.org/web/20230104130355/https://www.pepsicoindia.co.in/docs/librariesprovider16/product-information/kurkureb003d6aeef576d378be6ff5000e253d8.pdf |url-status=live }}</ref>

==Flavors==
{{unsourced section|date=September 2025}}
===India===
====Currently available flavors====
* Masala Munch
* Green Chutney Style
* Chilli Chatka
* Schezwan Chutney
* Solid Masti
* Jowar Puffs
* Pastax
* PuffCorns (Yummy Cheese)

====Discontinued flavors====
* Hyderabadi Hungama
* Tamatar Hyderabadi Style
* Malabar Masala Style
* Masala Twists (Solid Masti)
* Chatpata Cheese
* Desi Beats
* Naughty Tomato
* Angry Tomato
* Xtreme Electric Nimbu
* Xtreme Risky Chilli
* Monster Paws
* Zig Zag
* Corn Cups
* Monster Smilees
* Monster Paws
* Butter Masti
* Kurkure triangles
* Khatta meetha
* Sizzling hot
* Multigrain
* Chaat fills
* Gazab Golmaal
* Herapheri Hungama

===Pakistan===
*Chutney Chaska
*Red Chilli Jhatka

==Launching==
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 .<ref>{{cite news|url=https://timesofindia.indiatimes.com/business/india-business/frito-lay-adds-spice-to-kurkure/articleshow/445504507.cms|title=kurkure brand with a new logo and multi-coloured packaging with new punchline kha ke mast, taking a step ahead from control nahi hota|website=timesofindia.indiatimes.com|date=9 December 2001}}</ref> In 2004, Indian [[Hindi cinema|Hindi film]] actress [[Juhi Chawla]] was featured in advertisements for Kurkure.<ref>{{cite news|last=Adesara|first=Hetal|url=http://www.indiantelevision.com/mam/headlines/y2k4/may/maymam128.htm|title=Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success|date=31 May 2004|publisher=indiantelevision.com|access-date=23 July 2012|archive-date=16 July 2012|archive-url=https://web.archive.org/web/20120716181231/http://www.indiantelevision.com/mam/headlines/y2k4/may/maymam128.htm|url-status=live}}</ref> and from 2008 [[Kareena Kapoor]] was endorsing a new range (Kurkure Desi beats) under the main brand.<ref>{{cite web|url=https://www.bollywoodhungama.com/news/bollywood/kareena-kapoor-endorses-kurkure-desi-beats/|title=Kareena Kapoor endorses Kurkure Desi beats|website=bollywoodhungama.com/|date=28 November 2008}}</ref> Kurkure was launched in [[Tamil Media]] in 2008 with actress [[Simran (actress)|Simran]] as its brand ambassador.<ref>[http://pepsicoindia.co.in/media/Press-Releases/release_06_04_08.aspx Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India] {{Webarchive|url=https://web.archive.org/web/20111011220001/http://pepsicoindia.co.in/media/Press-Releases/release_06_04_08.aspx |date=2011-10-11 }}. PepsiCo India. June 4, 2008. Retrieved on 2012-01-01.</ref> In 2012, [[Parineeti Chopra]], [[Kunal Kapoor (actor, born 1977)|Kunal Kapoor]], [[Boman Irani]], [[Ramya Krishnan]], and [[Farida Jalal]], started to advertise Kurkure.<ref>{{cite web|title=Kurkure launches the all-new 'Tedha Hai Par Mera Hai' Family|url=http://www.pepsicoindia.co.in/media/Press-Releases/release_12_07_12.aspx|work=PepsiCo India|access-date=2015-03-03|archive-date=2015-03-16|archive-url=https://web.archive.org/web/20150316171200/http://pepsicoindia.co.in/media/Press-Releases/release_12_07_12.aspx|url-status=live}}</ref> In 2019 [[Samantha Ruth Prabhu]] and [[Taapsee Pannu]] acted in Hindi, Tamil and Telugu commercials of Kurkure.<ref>{{cite web|url=http://www.adageindia.in/advertising/the-evolution-of-kurkure-from-control-nahi-hota-to-khayal-toh-chatpata-hai/articleshow/69564899.cms|title=The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai|website=adageindia.in|date=May 30, 2019|access-date=June 24, 2019|archive-date=June 24, 2019|archive-url=https://web.archive.org/web/20190624151725/http://www.adageindia.in/advertising/the-evolution-of-kurkure-from-control-nahi-hota-to-khayal-toh-chatpata-hai/articleshow/69564899.cms|url-status=live}}</ref><ref>{{cite web|url=https://www.exchange4media.com/advertising-news/kurkure-signs-taapsee-pannu-as-brand-ambassador-unveils-new-positioning-94722.html|title=Snack brand Kurkure has roped in leading Bollywood actress Taapsee Pannu as its brand ambassador|website=exchange4media.com|date=15 February 2019}}</ref> In 2021 and 2022 [[Akshay Kumar]] appeared in Kurkure commercials along with [[Kritika Kamra]] and [[Samantha Ruth Prabhu]].<ref>{{cite web|url=https://brandequity.economictimes.indiatimes.com/news/advertising/akshay-kumar-calls-kritika-kamra-chatpati-in-kurkures-latest-tvc/82161189|title=The TVC film featuring Kurkure's brand ambassador, Akshay Kumar and Kritika Kamra
|website=brandequity.economictimes.indiatimes.com|date=20 April 2021}}</ref><ref>{{cite web|url=https://brandequity.economictimes.indiatimes.com/news/advertising/akshay-kumar-and-samantha-ruth-prabhu-add-a-quirky-twist-in-kurkures-new-ad/88838321|title=Akshay Kumar and Samantha Ruth Prabhu add a quirky twist in Kurkure's new ad
|website=brandequity.economictimes.indiatimes.com|date=11 January 2022}}</ref> In 2024, actress [[Sara Ali Khan]] acted in Kurkure's Hindi commercial.<ref>{{cite web|url=https://www.afaqs.com/news/advertising/kurkures-campaign-chatpatesesabpatein-normalises-work-life-balance-with-sara-ali-khan|title=Kurkure's campaign #ChatpateSeSabPatein normalises work-life balance with Sara Ali Khan|website=afaqs.com|date=19 February 2024|access-date=13 March 2024|archive-date=13 March 2024|archive-url=https://web.archive.org/web/20240313114512/https://www.afaqs.com/news/advertising/kurkures-campaign-chatpatesesabpatein-normalises-work-life-balance-with-sara-ali-khan|url-status=live}}</ref>

Kurkure was launched in Pakistan in 2008.<ref name="Our Brands">{{cite web|url=https://www.pepsico.com.pk/our-brands|title=Our Brands: Kurkure|website=pepsico.com.pk|archive-url=https://web.archive.org/web/20240819122211/https://www.pepsico.com.pk/our-brands|archive-date=19 August 2024}}</ref> Actresses [[Ayesha Omer]], [[Hania Amir]] and [[Iqra Aziz]] have all been featured in television commercials for Kurkure in the country.<ref>{{cite web|url=http://thecinemapost.com/10-pakistani-actresses-who-started-off-with-modelling/723237/|title=10 Pakistani Actresses Who Started Off with Modelling|author=Mehwish Bangush|website=thecinemapost.com|date=May 13, 2017|access-date=July 11, 2018|archive-date=July 11, 2018|archive-url=https://web.archive.org/web/20180711185541/http://thecinemapost.com/10-pakistani-actresses-who-started-off-with-modelling/723237/|url-status=live}}</ref><ref>{{cite web|url=https://www.brandsynario.com/kurkures-latest-tvc-featuring-iqra-aziz-ahmed-ali-akber-makes-us-miss-our-college-days/|title=Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!|author=Anusha Sachwani|website=brandsynario.com|date=2 October 2019|access-date=14 November 2019|archive-date=29 October 2020|archive-url=https://web.archive.org/web/20201029081256/https://www.brandsynario.com/kurkures-latest-tvc-featuring-iqra-aziz-ahmed-ali-akber-makes-us-miss-our-college-days/|url-status=live}}</ref>

In November 2006, [[Frito-Lay]] announced plans to release Kurkure to American markets in 2007.<ref>{{cite web|url=http://www.fnbnews.com/article/detarchive.asp?articleid=19261&sectionid=31|title=Frito-Lay to launch Kurkure in US|date=4 November 2006|publisher=fnbnews.com|access-date=23 July 2012|archive-date=12 February 2012|archive-url=https://web.archive.org/web/20120212002121/http://www.fnbnews.com/article/detarchive.asp?articleid=19261&sectionid=31|url-status=live}}</ref> This decision was made after analysts showed increasing interest in Indian spices in the region.<ref>{{cite book|title= Kurkure Masala Munch 5 Oz by PepsiCo|isbn= 2584695235}}</ref> Kurkure was subsequently introduced in other markets with a significant non-resident Indian population such as the UK.<ref>{{cite news|url=http://www.thehindubusinessline.com/2005/03/30/stories/2005033002200100.htm|title=Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned|date=30 March 2005|publisher=[[Business Line]]|access-date=23 July 2012|archive-date=13 February 2009|archive-url=https://web.archive.org/web/20090213021057/http://www.thehindubusinessline.com/2005/03/30/stories/2005033002200100.htm|url-status=live}}</ref> As of 2010, Kurkure is available in Eastern Canada.<ref>{{cite news|url=http://www.pepsicoindia.co.in/media/Press-Releases/release-01_04_2014.aspx|title=Pepsi markets goes Global|publisher=PepsiCo India|access-date=2015-03-06|archive-date=2015-03-16|archive-url=https://web.archive.org/web/20150316181435/http://pepsicoindia.co.in/media/Press-Releases/release-01_04_2014.aspx|url-status=dead}}</ref> As of 2013, Kurkure is available in Western Canada.

==References==
{{Reflist}}

==External links==
*{{Facebook|Kurkure}} (India)
*{{Facebook|KurkurePakistan}} (Pakistan)
{{Frito Lay}}

[[Category:1999 establishments in India]]
[[Category:2008 establishments in Pakistan]]
[[Category:Brand name snack foods]]
[[Category:Frito-Lay brands]]
[[Category:Indian snack foods]]
[[Category:Pakistani snack foods]]
[[Category:PepsiCo brands]]

Kurkure - Revision history

LuciaStonor at 10:14, 6 March 2026