PepsiCo collaborates with Tata's Ching's Secret to unveil a new Kurkure flavor

PepsiCo India has joined hands with Tata Consumer Products’ Ching’s Secret to bring a new, exciting flavour to its iconic Kurkure snack. This strategic partnership combines two powerhouse brands to introduce an innovative fusion of flavours, aiming to capture the attention of Indian snack lovers.

New Flavour: Ching’s Secret Schezwan Chutney Kurkure

The latest Kurkure offering comes with a bold twist — it is seasoned with Ching’s Secret Schezwan chutney flavour, bringing together Kurkure’s signature crunch with the fiery, tangy taste of Ching’s Secret. Available in three different price points of ₹5, ₹10, and ₹20, the new flavour is set to make its mark across India, catering to a wide range of consumers and making it accessible to everyone.

Tata Consumer Products’ Acquisition of Ching’s Secret

This new flavour launch comes shortly after Tata Consumer Products acquired Ching’s Secret in 2024, strengthening its position in the food and beverage market. This acquisition also enables the synergy between Ching’s Secret's bold, flavour-packed offerings and PepsiCo's established reach in the snack category, resulting in a unique fusion that is expected to set new trends in the market.

PepsiCo’s Commitment to Innovative Snacking Experiences

PepsiCo India’s marketing director, Aastha Bhasin, expressed excitement about the collaboration, emphasizing that Kurkure has always been at the forefront of introducing innovative flavours. This partnership reflects PepsiCo's ongoing commitment to connecting with evolving consumer preferences and ensuring that Kurkure continues to lead the market with new, trendy flavours. According to Bhasin, the fusion of Kurkure’s crunchy magic with Ching’s Secret’s tangy Schezwan chutney is designed to create a truly unique, desi Chinese snacking experience.

Tata Consumer Products Speaks on the Collaboration

Deepika Bhan, the president of packaged foods at Tata Consumer Products, also shared her enthusiasm about the collaboration, stating that it promises an unforgettable sensory experience. With this partnership, Tata aims to surprise and delight consumers by offering something new and exciting in the snacking world.

PepsiCo Targets a Larger Share of the Indian Snack Market

This collaboration comes at a time when PepsiCo is reportedly eyeing a larger share of the Indian snack market. The company is said to have made a bid for a stake in Haldiram, one of India’s largest snack makers. The Indian snacks market, valued at $17.11 billion, is expected to grow at a compound annual growth rate (CAGR) of 7.66% between 2025 and 2029, according to Statista data. This booming market presents a significant opportunity for PepsiCo to expand its presence, and the collaboration with Ching’s Secret is a strategic move to tap into this growing demand.

The Significance of the PepsiCo and Ching’s Secret Partnership

By bringing together two well-loved brands, Kurkure and Ching’s Secret, this partnership aims to create a new wave of excitement in the snacking industry. The shared ethos of bold, authentic, and flavoursome snacks that resonate with Indian consumers is what makes this collaboration a landmark in the industry. With the popularity of fusion flavours growing, this innovation is expected to excite snack lovers across the country and redefine the snacking experience.

Conclusion

PepsiCo India’s partnership with Tata Consumer Products’ Ching’s Secret marks an exciting chapter in the evolution of the Indian snack market. The launch of the Kurkure flavour seasoned with Ching’s Secret Schezwan chutney offers consumers a blend of two beloved brands, delivering a one-of-a-kind snacking experience. As both companies continue to innovate and cater to the ever-changing tastes of Indian consumers, this collaboration sets the stage for future successes in the competitive snack industry.