Kurkure Launches Ribbon Pakoda Snack Inspired by South Indian Flavours
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PepsiCo India’s snack brand Kurkure has entered the South Indian traditional snacking segment with the launch of Kurkure Ribbon Pakoda, a packaged snack inspired by the popular regional delicacy.
The new product draws on the familiar taste and texture of ribbon pakoda, a crunchy snack commonly prepared in South Indian households. It combines rice flour with three dals, urad, chana and moong, along with sesame seeds, black pepper and Guntur chilli.
According to the company, the snack is made using rice bran oil and contains no palm oil, artificial colours or flavours.
The launch is part of Kurkure’s efforts to expand its portfolio with products inspired by regional food preferences. Ribbon pakoda, known for its distinctive ribbon-like shape and spiced flavour, is a familiar snack across several southern states.
Ankit Agarwal, Marketing Director, Kurkure, PepsiCo India, said the company wanted to bring a traditional South Indian flavour into its packaged snacks range.
“Consumers across South India take immense pride in their food traditions, and Ribbon Pakoda is one such snack that evokes familiarity, nostalgia and joy,” he said.
“With Kurkure Ribbon Pakoda, we are drawing inspiration from an iconic South Indian favourite and reimagining it through the distinctive Kurkure experience,” Agarwal added.
Alongside the product launch, Kurkure has introduced an advertising campaign built around the nostalgia associated with homemade snacks and recipes passed down through generations.
The campaign film uses a South Indian cinema-inspired police drama setting to highlight the product’s taste and crunch. It will be aired in Kannada on television and digital platforms, while Tamil and Telugu versions will run on digital platforms.
Kurkure Ribbon Pakoda will be available at neighbourhood kirana stores across Karnataka, Andhra Pradesh and Tamil Nadu.
The product comes in two pack sizes: 28 grams priced at Rs 10 and 56 grams priced at Rs 20.
The launch adds another regional offering to Kurkure’s portfolio as PepsiCo India looks to cater to local tastes and changing snacking preferences across the country.
