In the late 1990s, PepsiCo India was looking for a way to enter the Indian snack food market, which was dominated by local players. The company conducted extensive market research and found that there was a gap in the market for a spicy, crunchy snack that would appeal to Indian consumers. PepsiCo developed Kurkure, a snack made from cornmeal and rice flour, which was flavored with a blend of spices and sold in a distinctive orange packet.
PepsiCo India's marketing strategy for Kurkure was based on the idea of "chatpata" or "spicy and tangy." The company positioned Kurkure as a snack that would satisfy the Indian craving for spicy food. To reinforce this positioning, the company launched a series of television commercials that featured a family of characters, who were always seen munching on Kurkure while engaging in humorous and relatable situations. The tagline for these commercials was "Tedha hai par mera hai" which means "It's twisted but it's mine."
PepsiCo India used an innovative distribution strategy for Kurkure. The company initially focused on selling the product in small stores and roadside kiosks, rather than in large supermarkets. This helped the company to build a strong presence in local communities and to create a sense of familiarity and trust with consumers. Once the product became more established, the company expanded its distribution to larger retail outlets.
Kurkure has become one of the most successful snack food brands in India, with a market share of around 15%. The brand has also expanded into other countries, including Nepal, Bangladesh, and Sri Lanka. Kurkure has become so popular in India that it has become a cultural phenomenon, with people using the brand name as a synonym for spicy snacks.
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