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Kurkure Case Study Solution

Food Product Development

Kurkure Case Study Solution

PepsiCo launched Kurkure 15 years ago and has retained a dominant market share for the brand despite intense competition from both organized and unorganized players. In this period the brand also overcame some challenges including allegations that the snack was unhealthy. The case study looks at how PepsiCo managed to grab and retain the market space.

When it comes to describing the 15-year-old brand Kurkure, the Rs 1,000-crore snack brand of PepsiCo India, the Kurkure Case Study Solutionold-timers often talk of luck. One of the members of the founding team, Geetu Verma says, “The birth of Kurkure was part necessity, part serendipity.” Currently the Executive Director (food and refreshments) at Hindustan Unilever, Verma had strategised the brands launch in 1999. The need was to carve out a space as a competitor to namkeen and capture the market faster than potato chips. Initially the team’s challenge was to differentiate the product in a market where potato chips at Rs 300/kg were also a significant premium to the namkeens, the traditional Indian salty snack, at Rs 100/kg. The luck was in how Kurkure did stunningly well in the market.

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