Kurkure’s Branding and Marketing Strategy – Lessons for Entrepreneurs

Introduction

Kurkure, a household name in India, was launched by PepsiCo India in 1999. The brand carved out a unique space in the Indian snack market, positioning itself differently from traditional namkeen and potato chips. With a mix of innovative marketing, regional customization, and aggressive branding, Kurkure has grown into a billion-dollar brand. This case study explores Kurkure’s strategic marketing moves, branding initiatives, and key lessons for businesses and entrepreneurs.

The Unique Market Entry Strategy

1. Identifying a Gap in the Market

In 1999, the Indian snack market was dominated by two major segments:

• Traditional namkeen – Sold by local halwais (sweet shops) in loose packaging.
• Potato chips – Led by brands like Uncle Chipps and Lays.

Rather than competing directly in either segment, Kurkure created a new product category – an extruded snack with a unique crunchy texture. This strategic move allowed PepsiCo to establish an uncontested market position, following the “Blue Ocean Strategy”, which focuses on differentiation rather than competition.

Lesson for Entrepreneurs:

• Instead of trying to create a “better” version of an existing product, focus on creating a different and unique offering.

Launch Strategy and Initial Branding Success

2. High-Impact Regional Launch in Chandigarh

PepsiCo executed a hyper-local marketing strategy by launching Kurkure in Chandigarh before expanding nationwide.

• The entire city was painted orange with banners, posters, and branded vehicles.
• Within 10 days, Kurkure had 100% market penetration in Chandigarh’s retail stores.

Key Takeaway:

• When launching a new product, go big in one region rather than spreading resources thin across multiple markets. A highly focused launch creates an early brand buzz.

3. Disruptive Retail Visibility

Traditional chips were stocked inside store shelves, limiting visibility. Kurkure innovated with:

• Outdoor retail racks – Placed outside stores for maximum exposure.
• Hanging display units – Inspired by tobacco and shampoo sachet racks, ensuring high visibility.

Lesson for Businesses:

• Retail shelf placement matters. If your product is visible and accessible, sales naturally increase.

Scaling Sales – The Three-Pronged Approach

Kurkure’s sales growth strategy revolved around:

1. Increasing the number of customers.
2. Boosting purchase frequency.
3. Expanding product quantity and variety.

4. Expanding the Customer Base – The ‘Family Snack’ Positioning

Initially, chips were associated with youth and fun occasions. Kurkure redefined its audience:

• Brand Ambassador Selection: Juhi Chawla, a well-known family-friendly Bollywood actress, endorsed the product.
• Marketing Message: Ads featured entire families enjoying Kurkure, unlike chips, which were marketed to individuals.

This strategy helped Kurkure penetrate family households, making it a regular part of their snacking habits.

Lesson for Entrepreneurs:

• Position your brand around a lifestyle or cultural habit to create emotional attachment.

5. Increasing Consumption Frequency

Kurkure wanted consumers to eat its product more often, not just as an occasional snack. They achieved this by:

• Aligning with tea-time culture: Ads promoted Kurkure as a companion to evening tea, replacing traditional biscuits and namkeen.
• Encouraging new use cases: Consumers were encouraged to use Kurkure in recipes like Kurkure chaat, bhel, and as a crunchy topping.

Business Lesson:

• Embed your product into existing consumer habits rather than creating new ones.

6. Introducing Regional and Seasonal Variants

To drive repeat purchases and expand product appeal, Kurkure launched:

• Regional flavors (e.g., Punjabi Masala, Bengali Jhaal, South Indian Spice Mix).
• Seasonal editions during festivals, including festive gift packs.

This strategy ensured constant consumer engagement and eliminated flavor fatigue.

Lesson for Marketers:

• Localization works! Adapting your product to regional tastes strengthens brand loyalty.

Creating a Powerful Brand Identity

7. The ‘Tedha Hai Par Mera Hai’ Campaign

Kurkure’s breakthrough marketing campaign, “Tedha Hai Par Mera Hai” (It’s Twisted but Mine), became a cultural phenomenon.

• The phrase resonated with Indian audiences, making Kurkure a symbol of fun, imperfection, and authenticity.
• The campaign significantly increased brand recall and consumer engagement.

Branding Takeaway:

• A memorable tagline can elevate a brand from being just another product to a cultural symbol.

8. Product Placement and Influencer Marketing

Kurkure strengthened its presence through:

• Movie theaters (PVR tie-ups): Kurkure was sold at multiplex snack counters, making it a movie-time essential.
• Cooking Shows and YouTube Collaborations: Encouraging recipes using Kurkure.

Modern Application:

• Brands today can leverage social media influencers for product placement and lifestyle integration.

Conclusion – Lessons for Business Leaders

Kurkure’s phenomenal success is a playbook for entrepreneurs and marketers:

Strategy	Business Lesson
Category Creation	Don’t compete—differentiate. Create a new product segment.
Hyper-Local Launch	Start big in one city before expanding nationwide.
Retail Visibility	Ensure high visibility in stores—outside displays, unique placements.
Target Audience Expansion	Shift from niche to mass-market by engaging families.
Consumption Frequency	Align with cultural habits (e.g., tea-time snacking).
Regional Adaptation	Offer localized flavors for different markets.
Emotional Branding	Create a memorable tagline that resonates with consumers.
Experiential Marketing	Use movie theaters, influencers, and in-store promotions.

Kurkure’s case proves that a product is not just about taste but also about positioning, visibility, and cultural relevance. Entrepreneurs can apply these lessons to disrupt their own markets and build iconic brands.