INDIA | Kurkure, the beloved snack enjoyed by Indian households for over 25 years, has teamed up with Ching’s Secret, one of India’s leading desi Chinese brands, to bring out an exciting flavour.
Indian-Chinese cuisine, known for its bold and spicy flavours, has long been a favourite nationwide. Inspired by this shared love, Kurkure and Ching’s Secret have created a snack that’s both adventurous and deeply familiar, crafted to delight fans of both brands while redefining fusion snacking in India.
“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 flavours that truly connect with evolving consumer preferences,” said Aastha Bhasin, Marketing Director – Kurkure and Doritos, PepsiCo India.
“With fusion flavours 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 two well-loved brands in their categories to celebrate a snacking innovation that blends flavours enjoyed by consumers across India.”
This collaboration marked a significant landmark in the snacking industry by uniting two distinctly Indian brands, Kurkure and Ching’s Secret, whose shared ethos of bold, authentic, and flavoursome snacks has resonated deeply with the evolving Indian consumer.
“We are thrilled about this maverick collaboration between two 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,” said Deepika Bhan, President, Packaged Foods, Tata Consumer Products.
“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."
Crafted for existing Kurkure enthusiasts and fans of desi Chinese flavours, the new product offers an innovative twist on a classic combination.
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