PepsiCo, Tata Consumer partner to tap into India’s snack market | Food Business Africa

INDIA – Tata Consumer Products (Ching’s Secret) and PepsiCo (PepsiCo’s Kurkure) have partnered to manufacture and sell packaged snacks.

The flavor, which will be seasoned with Ching’s Secret schezwan chutney flavour, is to be available at three price points.

The partnership by the two snacks’ giants comes at a time when the Indian snacks market is experiencing growth which is viewed as a strategic move to test consumer response in the growing fusion snacks segment, blending Indian flavors with global snacking trends.

A report by market research firm IMARC Group highlighted that the Indian snacks market is expected to grow at a Compound Annual Growth Rate (CAGR) of 9.08 per cent from Rs 42, 694.9 crore (US$493.94m) in 2023 to Rs 95,521.8 crore (US$1104.50m) by 2032. 

According to the report, factors such as urbanization, a young demographic with rising disposable incomes, increasing demand for accessible, affordable snacks are driving this expansion, making it a key focus for PepsiCo’s growth strategy.

Aastha Bhasin, marketing director, Kurkur & Doritos, PepsiCo India said, “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.”

Deepika Bhan, President, Packaged Foods, Tata Consumer Products, said: “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 flavors, making it the perfect match for Ching’s, a brand synonymous with Desi Chinese.”

The new partnership comes after PepsiCo India announced the appointment of Nitin Bhandari as Vice President and General Manager for India and South Asia Beverages. 

In his role, Bhandari, based in Gurugram will be responsible for overseeing the company’s beverage operations in the region.  

In addition, he will focus on driving growth, enhancing consumer engagement, and strengthening relationships with stakeholders and local communities. 

Bhandari is to succeed George Kovoor, Senior Vice President and General Manager for India Beverages, who is set to retire on March 31, 2025.

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