Our Innovations Bridge The Gap Between Traditional & Modern Approach: Aastha Bhasin

Kurkure, an iconic homegrown brand in India, has maintained its consumer appeal for decades. At the launch of their latest product, 'Kurkure Chaat Fills', Aastha Bhasin, Category Lead for Kurkure at PepsiCo India, delves into the new launch of its offerings, brand's marketing strategy, its commitment to sustainability, and its approach to hyper-localisation in the ever-evolving consumer landscape with BW Marketing World.

Bhasin also shared insights into how Kurkure continues to engage and inspire Indian consumers, delivering the right portfolio at the right value.

Conceptualising products based on consumer preferences, Kurkure introduced two new flavours inspired by India's deep-rooted love for street food. The first flavour is 'Papdi Chaat Twist', while the second one is 'Bhel Chutney Twist', both featured in their latest product launch, 'Kurkure Chaat Fills.'

The 'Chatpata Cravings' Way

Innovation plays a pivotal role in Kurkure's strategy and in its latest innovation, ‘Chaat Fills’ taps into the essence of Indian street food, offering consumers a way to satisfy their chatpata cravings. 

Bhasin shares, "Our innovation with Chaat Fills bridge the gap between traditional street food and modern, on-the-go snacking, making it an ideal choice for urban consumers." She further adds, "While Kurkure represents its desi Indian brand identity, Chaat Fills takes an urban, premium approach to delivering the authentic taste of Indian street food in a convenient package."

Expanding distribution and reaching consumers through emerging channels also feature prominently in Kurkure's strategy. Bhasin tells us the importance of conveying the brand's story in the effervescent and quirky way that Kurkure is known for is vital for the brand.

Talking about Kurkure's strategy for understanding and meeting consumer needs effectively, she states, "Kurkure continuously interact with consumers through various tools, including insights, field immersions, and category scanning." 

Collaboration with ONDC Network

Bhasin shared the brand's optimism about its partnership with the ONDC network, which is aimed at expanding distribution. She highlighted the collaborative effort with the government to provide more choices and ensure Kurkure products reach every corner of the country.

Addressing the trend of hyper-localisation, Bhasin highlighted the importance of personalised communication with consumers. She emphasises, "Kurkure strategically employs regional brand ambassadors like Samantha Prabhu and Sara Ali Khan to connect with consumers in specific markets. This approach ensures that the brand speaks the language of its audience, making it more relatable and engaging."

The Sustainable Route

PepsiCo, the parent company of Kurkure, is committed to sustainability through its 'Pep Positive' philosophy, focusing on areas like plastic waste reduction, nutrition, water conservation, and agriculture. Bhasin shared initiatives where PepsiCo collaborates with communities and NGOs to create awareness about plastic waste management. They also work towards reducing sodium content in their products while maintaining consumer value.

Addressing the concerns of health-conscious consumers, Bhasin stressed that PepsiCo values reducing sodium content in its products. The company is committed to reducing sodium content in at least 75 per cent of its portfolio while ensuring consumer satisfaction and value.

While Bhasin did not disclose specific numbers, she highlights that both digital and traditional media remain crucial for Kurkure's marketing efforts. The brand leverages digital platforms for hyper-localised targeting and quicker responses, while traditional media allows them to reach a broader audience. The effective mix of both mediums ensures effective storytelling and engagement.