Kurkure, a popular snack enjoyed by Indian households for over 25 years, has partnered with Ching’s Secret, one of India’s leading desi Chinese brands, to bring out the exciting Schezwan Chutney flavor. This fusion of flavors had led to the development of a bold but addictive snack acceptable to both parts of the world.
Aastha Bhasin, Marketing Director – Kurkure & Doritos, PepsiCo India, said, “PepsiCo India is excited to partner with Tata Consumer Products’ Ching’s Secret for this milestone collaboration. Kurkure has always led the way in introducing trendsetting innovations within the snacking category, and this partnership underscores our commitment to delivering flavors that truly connect with evolving consumer preferences. With fusion flavors becoming increasingly popular, this collaboration brings together Kurkure’s crunchy, masaaledaar magic with the fiery and tangy kick of Ching’s Schezwan Chutney to create a truly unique Desi Chinese snacking experience. Together, this collaboration brings 2 well-loved brands in their categories to celebrate a snacking innovation that blends flavors enjoyed by consumers across India.”
Deepika Bhan, President of Packaged Foods, Tata Consumer Products said, “We are thrilled about this maverick collaboration between 2 iconic chatpata masaaledar brands – Ching’s and Kurkure. Kurkure has always delighted consumers with its crunch and trendsetting flavours, making it the perfect match for Ching’s, a brand synonymous with Desi Chinese. Together, they bring to life a fusion that seamlessly blends the zesty notes of Ching’s Schezwan Chutney tadka with Kurkure’s signature masala profile. This collaboration is set to surprise and delight consumers, promising an unforgettable sensory adventure.”
This collaboration marks a significant landmark in the snacking industry by uniting 2 distinctly Indian brands, Kurkure and Ching’s Secret, whose shared ethos of bold, authentic, and flavorsome snacks resonates deeply with the evolving Indian consumer. Crafted for existing Kurkure enthusiasts and fans of desi Chinese flavors, the new spicy snack product will be available in 3 different pack sizes priced affordably at Rs 5 (US$0.06), Rs 10 (US$0.12) and Rs 20 (US$0.23).
