Kurkure®, a household name in Indian snacking, has partnered with Ching’s Secret, one of India’s leading Desi Chinese brands, to launch an exciting new flavour – Kurkure® Ching’s Secret Schezwan Chutney. This collaboration marks a bold milestone in the Indian snacking industry, bringing together two iconic brands to create a unique fusion of Indian and Chinese flavours.
The all-new variant combines Kurkure’s® signature Masala Munch with the bold, fiery, and tangy taste of Ching’s Secret Schezwan Chutney, delivering an unforgettable snacking experience. A perfect blend of crunchy and spicy, this fusion snack is designed to appeal to fans of both Kurkure® and Ching’s Secret, offering a bold twist on traditional snacking.
Indian-Chinese cuisine has long been a favourite across India, known for its bold, spicy, and vibrant flavours. With this collaboration, Kurkure® and Ching’s Secret are tapping into the ever-growing love for fusion flavours, combining the best of both worlds – the crunchy, masala-packed magic of Kurkure® and the zesty, fiery kick of Ching’s Secret Schezwan Chutney.
A Milestone Collaboration
Aastha Bhasin, Marketing Director – Kurkure® & Doritos, PepsiCo India, expressed excitement about the collaboration, stating, “PepsiCo India is excited to partner with Tata Consumer Products’ Ching’s Secret for this milestone collaboration. Kurkure® has always led the way in introducing trendsetting innovations within the snacking category, and this partnership underscores our commitment to delivering flavours that truly connect with evolving consumer preferences. With fusion flavours becoming increasingly popular, this collaboration brings together Kurkure’s crunchy, masaaledaar magic with the fiery and tangy kick of Ching’s Schezwan Chutney to create a truly unique Desi Chinese snacking experience.”
Deepika Bhan, President, Packaged Foods, Tata Consumer Products, also shared her excitement about the partnership, saying, “We are thrilled about this maverick collaboration between two iconic chatpata masaaledar brands – Ching’s and Kurkure®. Kurkure® has always delighted consumers with its crunch and trendsetting flavours, making it the perfect match for Ching’s, a brand synonymous with Desi Chinese. Together, they bring to life a fusion that seamlessly blends the zesty notes of Ching’s Schezwan Chutney tadka with Kurkure’s signature masala profile. This collaboration is set to surprise and delight consumers, promising an unforgettable sensory adventure.”
Available Across India
The new Kurkure® Ching’s Secret Schezwan Chutney variant will be available in INR 5, INR 10, and INR 20 packs across India for a limited time. This product is expected to make waves in the snacking world, bringing a fresh new offering to existing Kurkure® fans and those who enjoy the bold flavours of Desi Chinese cuisine.
The launch will be supported by an extensive media campaign across TV, digital, and print channels, including a high-impact TVC, ensuring that this bold new product reaches snack lovers across the country. Whether you’re a fan of spicy snacks or adventurous flavours, the Kurkure® Ching’s Secret Schezwan Chutney variant promises to redefine your snacking experience with a unique fusion twist.
About Kurkure® and Ching’s Secret
Kurkure® has been a favourite among Indian households for over 25 years, known for its distinctive crunch and masala-packed flavours. As a leader in the snacking category, Kurkure® has consistently pushed the boundaries with innovative and exciting flavour combinations. Ching’s Secret, on the other hand, has been at the forefront of bringing Desi Chinese flavours to Indian kitchens, offering a range of sauces, ready-to-cook meals, and snacks.
This collaboration between two beloved brands is a testament to the growing trend of fusion flavours in India, and it’s sure to satisfy the cravings of snack lovers nationwide.
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