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Aditya Arora
•
Faad Network • 4m
In 1999, PepsiCo had no clue that Kurkure would beat ITC and 3000 companies and become a 10,000 CR brand two decades later. Here is how they did it in five steps.👇 1. Unlike Western chips, Kurkure's masala-coated corn puffs created a distinct snacking experience, different from bhujia and sev. While competitors imported global flavours, Kurkure focused on regional spice blends like Masala Munch and Green Chutney Rajasthani Style. ✅ 2. The uber-famous "Tedha Hai Par Mera Hai" campaign, with Juhi Chawla as the brand face, positioned it as quirky yet lovable, making Kurkure a household favourite, which was positioned as the go-to snack in all festivals. 🎊 3. Kurkure also adopted a deep distribution model, reaching Kirana stores, supermarkets, and roadside stalls with prices of just Rs 5 and Rs 10. Knowing its target was kids, it was at every school canteen and bus station. By 2005, Kurkure was in over 1.2 million stores. 🙌 4. It also upsold combo packs,multi-pack discounts, and cross-selling with Pepsi bottles. PepsiCo's strategic ad spend delivered massive ROI. With an initial marketing investment of ₹20 crore, Kurkure's sales crossed ₹1000 crore by 2013. 💰 5. As it kept scaling, it diversified into e-commerce with new products—Solid Masti, Puffcorn, Baked Kurkure and Multigrain—attracting health-conscious consumers. By 2022, online grocery sales contributed ₹150 crore, and Kukure's overall sales crossed ₹2500 crore. 📈 ➡️ITC came with Tedhe Medhe, and regional players like Balaji, Yellow Diamonds, and 3000+ brands came to fight—no one came even close to shaking KURKURE. 💪 Today, Kurkure is a 10,000 CR brand present in over 2.5 million stores across India and still has over 30% market share after twenty years. 🙏
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