Team siliconindia

• PepsiCo enters India’s millet based snacking market with new Kurkure Jowar Puffs.
• Launch marks 25 years of Kurkure, blending traditional grains with modern flavours.
• Backed by a strong marketing push across TV, digital, and in-store promotions.

PepsiCo India has launched a new millet based snack under its much loved brand Kurkure, introducing Kurkure Jowar Puffs. This move marks the company’s entry into India’s growing market for millet based snacks and highlights a shift toward healthier, traditional, and locally inspired ingredients.

The launch comes as Kurkure celebrates its 25th year in India. The brand is now embracing India’s rich agricultural roots by using jowar (sorghum), a time honoured millet that has long been part of Indian diets. With increasing consumer interest in mindful eating, traditional grains like jowar are gaining popularity for their nutritional benefits.

The Kurkure Jowar Puffs are designed to bring a familiar spicy, “chatpata” flavour to a new, baked format that feels both nostalgic and fresh. Available in two sizes for Rs 10 and Rs 20 packs, the product aims to appeal to a wide range of consumers across urban and semi-urban markets.

To support the launch, PepsiCo is rolling out a multi-platform marketing campaign that includes television ads, digital promotions, and in-store visibility. The company is also focusing on wide distribution through modern trade, traditional retail, and e-commerce platforms, making the product accessible across North, West, and East India.

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This launch places PepsiCo alongside other major FMCG players like ITC, Britannia, Marico, and Nestlé, who are also exploring millet-based innovations. However, with Kurkure’s strong brand recall and wide reach, the company is well-positioned to bring millet snacks to the mainstream in an exciting and relatable way.