Kurkure Marketing Strategy 2024: A Case Study

In this case study, we will delve into the marketing strategy of Kurkure, a popular Indian snack brand. Since its launch in 1999, Kurkure has captured the hearts and taste buds of millions with its unique and flavorful offerings. Despite facing challenges and controversies, Kurkure has remained a dominant player in the market, thanks to its innovative marketing tactics and commitment to customer satisfaction.

Throughout this article, we will explore the birth of Kurkure, its advertising strategy, competition analysis, and how the brand overcame controversies. We will also discuss the brand’s future plans, market segmentation, and the key takeaways that other marketers can learn from Kurkure’s success.

So, join us on this journey as we uncover the secrets behind Kurkure’s marketing strategy and discover valuable insights that can enhance your own brand’s success.

Key Takeaways:

  • Kurkure’s success can be attributed to its innovative product offering and focus on consumer preferences.
  • The brand’s effective marketing strategies have helped it maintain a dominant position in the market.
  • Kurkure’s ability to address controversies and adapt to changing consumer trends has been crucial to its success.
  • Other brands can learn from Kurkure’s approach to product differentiation and market positioning.
  • Understanding consumer preferences and engaging them through effective communication are key factors in building a strong brand reputation.

The Birth of Kurkure: Necessity and Serendipity

Kurkure emerged in the Indian snacks market as a strategic competitor to namkeen, the traditional salty snack. With a different taste experience and unique positioning, Kurkure quickly gained popularity among consumers.

Initially known as Lehar Kurkure, this innovative snack was created using a technology that produced puffed extrusions or collette. The spicy flavored Masala Munch, made from a blend of lentils, rice, and corn, captivated the market with its irresistible crunch and distinct flavor profile.

As it carved a niche in the “bridge” category, Kurkure gained a significant market share of approximately 60%, equivalent to Rs 1,950 crore. This success can be attributed to Kurkure’s effective brand positioning and smart marketing tactics, which resonated with Indian consumers.

Through its brand positioning, Kurkure successfully positioned itself as a reliable and affordable snacking option for Indian consumers. The brand’s focus on creating a unique taste experience and leveraging the traditional namkeen market allowed Kurkure to differentiate itself and capture a significant market share.

Kurkure’s marketing tactics further contributed to its success. The brand employed a mix of advertising strategies, consumer trials, and innovative approaches to engage and entice consumers. Campaigns like the orange parade created a visual spectacle that grabbed the attention of potential customers.

Furthermore, Kurkure’s affordability and association with tea-time snacking made it an accessible and desirable choice for consumers across various demographics. By positioning itself as a “desi” brand, Kurkure connected with Indian tastes and preferences, establishing itself as a household name.

This combination of strategic brand positioning and effective marketing tactics propelled Kurkure to the forefront of the Indian snacks market, cementing its status as a beloved and trusted brand among consumers.


Key Points
Kurkure was strategically launched as a competitor to namkeen ✔️
Kurkure used innovative technology to create a unique taste experience ✔️
The brand gained a significant market share in the “bridge” category ✔️
Effective brand positioning and marketing tactics ensured Kurkure’s success ✔️

Hooking Customers with Crunch and Taste

Kurkure, renowned for its unique and crunchy texture, employs strategic advertising and innovative marketing strategies to capture the attention of customers. The brand name “Kurkure” itself signifies the delightful crunchiness that consumers crave. By understanding the importance of standing out in the market, PepsiCo incorporated consumer trials and captivating advertising techniques to promote Kurkure effectively.

The advertising strategy of Kurkure plays a crucial role in its success. PepsiCo leaves no stone unturned when it comes to attracting its target audience. One of the ingenious marketing campaigns was the famous orange parade, during which the brand organized colorful parades with people dressed as oranges, distributing Kurkure packets. This unconventional approach created a buzz around the brand, increasing its visibility and piquing curiosity.

Moreover, Kurkure has strategically positioned itself as an affordable and desi (Indian) brand, making it a popular choice for tea-time snacks. The brand tapped into the market segmentation of Indian consumers seeking a delightful and economical snacking experience. With its extensive product range and accessible pricing, Kurkure has successfully catered to diverse customer segments, establishing itself as a staple in households across India.

Market Segmentation

Kurkure understands the importance of market segmentation and designs its products accordingly. The brand offers a wide variety of flavors and ingredients to cater to different consumer preferences and regional tastes. Whether it’s the tangy Masala Munch, the spicy Naughty Tomato, or the savory Solid Masti, Kurkure ensures that there is something for everyone.

By continuously innovating and expanding its product portfolio, Kurkure remains a beloved snack brand among various demographics. The brand’s market segmentation strategy allows it to target different age groups, from children to adults, and cater to their specific snack cravings. Whether it’s a spicy treat for teenagers or a wholesome snack for families, Kurkure has successfully carved a niche in the Indian snack market.

Target Market Product Offering
Children and Teenagers Masala Munch, Naughty Tomato
Youth and Working Professionals Hyderabad’s Nawabi Twist, Solid Masti
Families and Elders Green Chutney Rajasthani Style, Tedhe Medhe

Competition and Challenges

Kurkure faced tough competition from both local players and established brands in the market. Local players like Balaji Foods and Yellow Diamond posed significant challenges with their regional popularity and loyal customer base. Established brands like Haldiram’s also competed for market share in the snack segment.

However, despite the fierce competition, Kurkure managed to maintain its position as a market leader with a remarkable 60% share in the segment. The brand successfully navigated the competitive landscape through strategic initiatives.

Innovative Campaigns and Discounts

Kurkure responded to the competition by scaling down prices, making its products more affordable for customers. This pricing strategy helped Kurkure attract price-sensitive consumers and gain an edge over its competitors.

In addition to price adjustments, Kurkure launched impactful and innovative campaigns like “Meetha Sheetha Chodo, Kurkure Kha Ke Ho Jao Mast.” These campaigns captured consumers’ attention and reinforced Kurkure’s image as a fun and flavorful snack brand.

To further entice customers, Kurkure offered attractive discounts and promotions, making their products even more appealing. These strategies not only boosted sales but also helped Kurkure retain its market leadership position.

Overcoming Controversies

In 2008, Kurkure faced a social media controversy alleging the presence of plastic in its composition. The brand countered the rumors on various platforms and successfully clarified the issue. Kurkure promptly addressed these concerns by transparently communicating with their consumers, dispelling the falsehoods, and providing accurate information about their product. By proactively engaging with their audience, Kurkure effectively managed to overcome this controversy and maintain their brand reputation.

Despite the controversy, Kurkure remained committed to enhancing its product offerings and expanding its range of puffed snacks. The brand’s dedication to innovation has allowed them to stay relevant in the market and meet the evolving demands and preferences of consumers. Kurkure continues to introduce new flavors and variations, catering to diverse regional tastes and preferences.

The image above showcases the various Kurkure flavors and highlights the brand’s commitment to providing a wide range of options for consumers to enjoy.

Exploring New Promotional Ideas

Kurkure has consistently employed effective promotional strategies to capture the attention of consumers and drive brand awareness. Leveraging their strong brand identity, Kurkure can explore the following promotional ideas to further solidify their position in the market:

  • Create engaging social media campaigns that encourage user-generated content and foster a sense of community among Kurkure enthusiasts.
  • Collaborate with popular influencers and celebrities to endorse Kurkure and reach a wider audience.
  • Implement loyalty programs and rewards to incentivize repeat purchases and foster brand loyalty.
  • Introduce limited-edition flavors and packaging designs to create excitement and exclusivity around Kurkure products.
  • Organize interactive events and experiential marketing activities to allow consumers to engage with the brand and its products firsthand.

By implementing these promotional ideas, Kurkure can continue to strengthen its brand presence, attract new consumers, and retain existing ones, ensuring sustained growth and market success.

Maintaining Dominance and Innovations

To maintain its dominance in the market, Kurkure must focus on constant innovations in its marketing mix and cater to the ever-evolving needs and preferences of Indian consumers. It is essential for the brand to stay ahead of the competition and adapt to the changing market landscape.

One strategy Kurkure can employ is to introduce new products regularly. By continuously launching innovative snacks with unique flavors and textures, the brand can attract new customers and retain existing ones. This approach not only keeps the product portfolio fresh and exciting but also allows Kurkure to cater to a wide range of consumer tastes and preferences.

Another avenue for innovation lies in packaging solutions. Kurkure can leverage packaging designs that enhance convenience, freshness, and visual appeal. Attractive and functional packaging can significantly impact sales and consumer perception. By investing in eye-catching packaging, Kurkure can improve its shelf presence and stand out among competitors.

Kurkure should also tap into the growing demand for healthier and environment-friendly snacks. With consumers becoming increasingly health-conscious, there is an opportunity to develop snacks that offer nutritional benefits without compromising on taste. By incorporating wholesome ingredients and promoting the health aspects of its products, Kurkure can position itself as a brand that caters to the evolving preferences of consumers.

Furthermore, Kurkure can embrace digital marketing to reach a wider audience and engage with consumers on various online platforms. By leveraging social media, influencer collaborations, and interactive campaigns, the brand can create a strong digital presence and connect with tech-savvy consumers. Digital marketing also allows for targeted advertising and precise customer segmentation, enabling Kurkure to deliver personalized messages to its target audience.

Overall, Kurkure’s success in maintaining its dominance lies in its ability to stay innovative, adapt to changing consumer needs, and effectively communicate its brand value through various marketing channels. By proactively exploring new product ideas, optimizing packaging strategies, and leveraging digital marketing initiatives, Kurkure can continue to be a market leader in the competitive snacks industry.

Innovations for Maintaining Market Dominance
Introduce new products regularly
Leverage attractive and functional packaging solutions
Tap into the growing demand for healthy and environment-friendly snacks
Embrace digital marketing for wider reach and engagement

The Indian Market Opportunity

The Indian market for namkeen and snacks is vast, presenting significant opportunities for Kurkure to expand its market share and diversify its offerings. With its existing popularity and brand recognition, Kurkure can leverage its position to tap into new customer segments by targeting special occasion snacks and region-specific tastes. By understanding the diverse preferences of Indian consumers, Kurkure can develop innovative flavors and snack options that cater to different regional palates.

One way Kurkure can further penetrate the market is by focusing on market segmentation. By identifying specific consumer groups based on demographics, psychographics, and behavior, Kurkure can tailor its marketing efforts and product offerings to meet the unique needs and preferences of different segments. For example, the brand could create snack options that appeal to health-conscious consumers, exploring low-fat or gluten-free alternatives. This targeted approach can help Kurkure attract a wider customer base and increase its market share.

Exploring Special Occasion Snacks

India is known for its rich cultural celebrations and festivals, where special occasion snacks play an integral role. Kurkure can capitalize on this by introducing limited-edition snacks that are exclusive to specific festivals or celebrations, catering to the nostalgia and sentiments associated with these events. By creating a sense of exclusivity and excitement, Kurkure can drive customer engagement and sales during these peak periods.

Catering to Regional Tastes

India’s diverse regional cuisines offer Kurkure an opportunity to develop region-specific flavors and snacks that resonate with locals. By conducting thorough market research and understanding the taste preferences of different regions, Kurkure can create unique flavors that appeal to specific geographic markets. For example, introducing snacks with local spices or ingredients can help Kurkure establish a strong regional presence and gain a competitive edge.

Furthermore, Kurkure can explore innovative packaging options to cater to different consumer behaviors and preferences. By leveraging attractive and convenient packaging designs, the brand can enhance the visual appeal of its products and create a stronger connection with its target audience. Eye-catching packaging can also encourage impulse purchases and contribute to a memorable consumer experience.

Lessons from Kurkure’s Success

Kurkure’s success can be attributed to its innovative product offering, focus on consumer preferences for spicy snacks, and effective marketing strategies. The brand has positioned itself as a unique and distinct player in the market, which has helped it gain consumer loyalty and dominance.

One of the crucial marketing tactics employed by Kurkure is its ability to cater to the preferences of the Indian consumer, who favors spicy and flavorful snacks. By understanding this consumer preference, Kurkure has been able to create a product portfolio that aligns perfectly with the target market.

The brand’s positioning as an affordable snacking option has also played a significant role in its success. Kurkure has priced its products competitively, making them accessible to a wide range of consumers. This pricing strategy has helped Kurkure capture a significant market share.

Another noteworthy aspect of Kurkure’s success is its association with tea-time snacking. The brand has successfully positioned itself as a go-to option for tea-time snacking, leveraging the traditional habit of having a crunchy and savory snack with a cup of tea. This strong association has not only helped Kurkure become a staple in households but has also fostered a sense of nostalgia and familiarity among consumers.

Brands looking to achieve similar success can learn from Kurkure’s approach to product differentiation and market positioning. By understanding consumer preferences, focusing on affordability, and building strong associations, brands can create a unique identity that resonates with their target market.

Key Takeaways:

  • Kurkure’s success is attributed to its innovative product offering and effective marketing strategies.
  • The brand’s focus on consumer preferences for spicy snacks has set it apart in the market.
  • Affordable pricing and associations with tea-time snacking have helped build Kurkure’s consumer loyalty.
  • Brands can learn from Kurkure’s approach to product differentiation and market positioning to create a unique identity.
Success Factors Key Learnings
Innovative product offering Understanding and catering to consumer preferences is crucial for success.
Focus on consumer preferences for spicy snacks Aligning the product offering with consumer preferences can help create a distinct position in the market.
Affordable pricing Pricing products competitively can increase accessibility and market share.
Associations with tea-time snacking Building strong associations with existing consumer habits can create familiarity and loyalty.

The Future of Kurkure

Kurkure, the iconic Indian snack brand, is determined to maintain its position as a market leader and meet the evolving needs of consumers. With a strong focus on product innovation, quality maintenance, and exploration of new snack categories, Kurkure is planning an exciting future.

Focusing on Product Innovation

Kurkure understands the importance of continuously introducing new and exciting flavors to keep consumers engaged. The brand’s product development team is dedicated to creating unique and tempting snack options that cater to different taste preferences. By regularly launching innovative products, Kurkure aims to stay ahead of the competition and capture the attention of snack enthusiasts.

Commitment to Quality

As consumers become more conscious about the quality of the snacks they consume, Kurkure is committed to maintaining high standards in its manufacturing process. The brand takes pride in using quality ingredients and ensuring that each Kurkure snack meets the expectations of its loyal customers. This dedication to quality is what sets Kurkure apart and contributes to its long-standing success.

Furthermore, Kurkure recognizes the growing demand for healthier snacking options. The brand is actively exploring ways to incorporate healthier ingredients and reduce sodium and fat content without compromising on taste. By offering a range of healthier snack choices, Kurkure aims to cater to health-conscious consumers and expand its customer base.

Unlocking Digital Marketing Potential

In this era of digitalization, Kurkure understands the significance of engaging with consumers through online platforms. The brand has invested in an extensive digital marketing plan to connect with its target audience and build brand loyalty. Through interactive campaigns, social media promotions, and collaborations with influential digital personalities, Kurkure aims to create a strong online presence and reach a wider audience.

The digital marketing plan of Kurkure focuses on captivating storytelling, captivating visuals, and interactive content that resonates with its target audience. By leveraging the power of digital platforms, Kurkure aims to establish long-lasting connections with consumers and create a community of Kurkure enthusiasts.

Adapting to Changing Consumer Trends

Kurkure recognizes the importance of staying attuned to the preferences and trends of its consumers. The brand continuously conducts market research and consumer surveys to gain insights into changing snacking habits. This valuable data helps Kurkure develop products and marketing strategies that align with the evolving needs of its customer base.

The Promise of Tempting Snack Options

As Kurkure looks towards the future, its commitment to providing unique, flavorful, and tempting snack options remains strong. With a combination of product innovation, quality maintenance, and digital marketing strategies, Kurkure is poised to maintain its market dominance and continue being the go-to brand for snacking pleasure.

Key Areas Future Plans
Product Innovation Continuously introduce new flavors and snack options
Quality Maintenance Ensure high manufacturing standards and explore healthier ingredient options
Digital Marketing Create a strong online presence and engage with consumers through digital platforms
Consumer Trends Stay attuned to changing snacking habits and develop products accordingly

Key Takeaways

Kurkure’s marketing strategy highlights the significance of understanding consumer preferences, innovating in product development, and establishing a unique brand identity. By implementing these strategies, Kurkure has achieved remarkable success, which can be attributed to various factors.

1. Consumer-Centric Approach:

Kurkure’s competitive analysis shows a deep understanding of its target audience’s taste preferences. By offering a wide range of flavors, Kurkure caters to diverse consumer choices, positioning itself as a brand that satisfies different taste buds.

2. Innovation in Product Development:

Kurkure’s commitment to product innovation has been instrumental in its brand positioning. The brand continuously introduces new variants and snacks to keep up with evolving consumer trends, capturing the attention and loyalty of its target market.

3. Effective Communication:

Kurkure’s success can be attributed to its engaging campaigns and effective communication strategies. The brand effectively conveys its key messages through various marketing channels, ensuring its brand identity aligns with consumer perceptions.

4. Competitive Pricing:

Kurkure’s strategic pricing strategy allows the brand to remain competitive in the market. By offering affordable and value-for-money snacks, Kurkure appeals to a wide range of consumers and establishes itself as an accessible brand.

5. Adaptability to Market Challenges:

Kurkure’s ability to adapt to market challenges demonstrates its agility and resilience. The brand’s proactive response to controversies and the introduction of region-specific snacks showcase its commitment to meeting consumer demands.

Overall, Kurkure’s marketing strategy emphasizes the importance of consumer-centricity, innovation, effective communication, competitive pricing, and adaptability to ensure brand success and maintain a strong position in the market.

Key Takeaways Implications
Deep understanding of consumer preferences Develop a diverse product range to cater to different tastes
Continuous innovation in product development Stay ahead of consumer trends and introduce new variants regularly
Effective communication strategies Create a strong brand identity and align with consumer perceptions
Competitive pricing Remain accessible and appeal to a wide range of consumers
Ability to adapt to market challenges Proactively address controversies and cater to region-specific preferences

Marketing Lessons from Kurkure

Kurkure’s success in the Indian snack market offers valuable marketing lessons for brands looking to differentiate themselves, engage consumers, and position their products effectively.

Approach to Consumer Trials

Kurkure’s marketing strategy included conducting consumer trials to introduce its unique taste experience. By allowing consumers to sample the product, Kurkure built brand awareness and generated excitement among potential customers.

Innovative Advertising

Kurkure’s advertising campaigns were creative and engaging, capturing the attention of its target audience. The brand utilized humor and relatable storytelling to connect with consumers, making Kurkure a memorable and likeable brand in the market.

Effective Distribution Strategies

Through strategic distribution partnerships, Kurkure ensured its products were available in various retail outlets across India. The brand recognized the importance of making its snacks easily accessible to consumers, contributing to its widespread popularity.

Addressing Consumer Concerns

During a social media controversy about the presence of plastic in Kurkure, the brand responded promptly and transparently. Kurkure actively communicated with consumers, debunking the rumors and reassuring them about the safety and quality of its snacks.

Staying Relevant in a Competitive Market

Kurkure continuously innovated its product offerings to cater to evolving consumer preferences and market trends. By introducing new flavors and snack varieties, Kurkure maintained its relevance and kept consumers engaged with its brand.

Overall, Kurkure’s marketing tactics offer valuable insights for other brands seeking success in the competitive snack industry. By prioritizing consumer trials, leveraging innovative advertising, implementing effective distribution strategies, addressing consumer concerns, and staying relevant, brands can learn from Kurkure’s strategies to achieve their own marketing success.


Kurkure’s marketing strategy has played a pivotal role in establishing it as a leading snack brand in India. The brand’s success can be attributed to its effective Kurkure Marketing Strategy, which focuses on product differentiation, customer engagement, and impactful communication. By offering a unique and crunchy taste experience, Kurkure has captured the market and built strong brand loyalty.

In the face of challenges and competition, Kurkure has displayed resilience by continuously adapting to changing consumer preferences. Through innovative advertising and strategic promotions, Kurkure has successfully debunked rumors and maintained its position as a market leader.

The case of Kurkure serves as a valuable marketing lesson for other brands. By analyzing Kurkure’s strategies and approach to consumer preferences, marketers can learn the importance of product differentiation, engaging campaigns, and effective communication. Kurkure’s success story showcases the significance of understanding the target audience and staying ahead of the competition in a dynamic market.


What is Kurkure?

Kurkure is a salty and masala-coated potato chip snack that was launched by PepsiCo India in 1999. It quickly gained popularity in the Indian market and expanded its product offerings to include 40 variants.

How did Kurkure differentiate itself in the market?

Kurkure focused on creating a unique and crunchy texture to stand out in the market. The brand used innovative technology to create puffed extrusions, known as collette. This, along with its spicy flavors, helped Kurkure carve a niche in the “bridge” category of snacks.

Who are Kurkure’s main competitors?

Kurkure faced competition from local players like Balaji Foods and Yellow Diamond, as well as established brands like Haldiram’s. Despite the competition, Kurkure remained a market leader with a 60% share in the segment.

How did Kurkure address the social media controversy about plastic in its composition?

In 2008, Kurkure faced a social media controversy alleging the presence of plastic in its composition. The brand successfully debunked these rumors on various platforms and clarified that the black residue formed when ignited was due to the high levels of salt, fats, and carbohydrates in the snack, not plastic.

What is Kurkure’s marketing strategy for the future?

Kurkure plans to focus on product innovation, maintaining quality, and exploring new snack categories. The brand will continue its marketing strategies, engaging with consumers through digital platforms, and adapting to changing consumer trends.

What are the opportunities for Kurkure in the Indian market?

The Indian market for namkeen and snacks is vast, presenting opportunities for Kurkure to expand and diversify its offerings. By targeting special occasion snacks and region-specific tastes, Kurkure can tap into new customer segments.

What can other brands learn from Kurkure’s success?

Other brands can learn from Kurkure’s approach to product differentiation, consumer engagement, and effective marketing strategies. The brand’s ability to adapt to market challenges and build a strong brand reputation is a valuable lesson for marketers.

What are the key takeaways from Kurkure’s marketing strategy?

The key takeaways from Kurkure’s marketing strategy include understanding consumer preferences, innovating in product development, and creating a distinct brand identity. The brand’s success also showcases the importance of effective communication, engaging campaigns, and competitive pricing.

What are the marketing lessons from Kurkure?

Kurkure’s marketing lessons include the importance of product differentiation, consumer trials, innovative advertising, and effective distribution strategies. The brand’s ability to address consumer concerns, overcome controversies, and stay relevant in a competitive market provides insights for marketing success.
About the author
Editorial Team