Some things are just iconic and timeless. Maratha Mandir’s screening of Dilwale Dulhania Le Jayenge, hushed streets during the cricket world cup, a steaming cup of tea in pouring rains, and the famed spices and crunch of Kurkure Masala Munch in family gatherings.
Since its launch in 1999, Kurkure has been a beloved tea-time snack, and ever since, it has managed to hold its crown despite competition from rival brands such as ITC’s “Tedhe Medhe.”
Kurkure Masala in 2024: New Flavours and Ingredients
As of 2024, Kurkure masala continues its focus on local tastes and preferred flavours. With its range of distinct spices and offerings, Kurkure ensures that snackers are left wanting for more. The brand has a plethora of flavours under its umbrella to appeal to the varied and distinct taste buds of snackers across the country. Some of its popular flavours include the classic Masala Munch, Green Chutney Style, Chilli Chatka, Naughty Tomato, and more.
In 2023, Kurkure Playz launched its “Puffcorn” and “Pasta” in cheese and herb flavours respectively, further foraying into light-textured snacks. This modern sub-brand of Kurkure focused on developing soft textured snacks that catered to the renewed customer tastes. Not only are these new Kurkure masala flavours irresistible, but are also helping the brand create differentiation and offer a superior taste to snack enthusiasts in the category.
Kurkure: A Journey of Innovation and Overcoming Challenges
Kurkure has dominated the Indian snack shelf for decades. But stiff competition prompted a creative reinvention of the brand which led to the genesis of their iconic tagline “Tedha Hai Par Mera Hai,” (it’s crooked, but it’s mine). This led to a witty acknowledgement of the unique identity of Kurkure. This tagline transformed the challenge into a great opportunity and enabled the brand to remind snackers why they love the distinct flavour of the Kurkure masala.
With its successful campaigns such as “Tedha hai par mera hai,” and more recent ones such as “Khayal to chatpata hai” (the thought is spicy) and “Baap re baap” (oh dear me) Kurkure has managed to hold a loved place in the heart of Indians. Over more than two decades, the snack has managed to keep things fresh while staying true to what makes it a household favourite.
Kurkure’s Blend of Culture and Modernity
The simple genius of Kurkure’s marketing comes from its deep understanding of Indian family dynamics. The “Tedha Hai Par Mera Hai” campaign was about embracing imperfections and this resonated deeply with Indian audiences. This changed Kurkure from a popular brand to a loved one.
Kurkure has always assured its customers by maintaining transparency about the ingredients in the colletts as well as the Kurkure masala to restore trust and strengthen its position as a delicious snack.
Wrapping Up
The journey of Kurkure has been just as twisted and interesting as its products. The brand has managed to reign supreme in the heart of snackers while overcoming unexpected challenges. It managed to do this with its innovative strategies and by keeping up with the pulse of Indian snacking preferences.
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