Kurkure

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Kurkure snacks in Red Chili Chatka

Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack made and is the flagship of Frito Lay's Indian division^[1]. It is marketed by Hirani Industries Corp. (USA incorporated company) in Kenya. It is one of the most popular food products in India today. The snack comes in 4 flavors. They are Masala Munch (orange pack), Green Chutney Rajasthani Style (light green pack), Red Chilli Chatka (dark green pack) and Tamatar Hydrabadi Style (brown pack). There are two new flavours too. One is the Kurkure Xtreme Electric Nimbu and the other is Kurkure Xtreme Risky Chilli. A Special Edition flavour, Jaljhalo Hit has been released as a Pujo Special for Durga Puja, 2007.

In November 2006, Frito Lay announced plans to release Kurkure to American markets sometime in 2007^[2]. This decision was made after analysts showed increasing interest in Indian spices in the USA. Also the introduction in other markets with a non-resident Indian population such as the UK is planned ^[3]

In India, actor-celebrity Juhi Chawla advertises Kurkure.