PepsiCo India’s Kurkure brand has launched Kurkure Ribbon Pakoda, a regional snack inspired by South India’s ribbon pakoda, in Karnataka, Andhra Pradesh and Tamil Nadu. The snack is priced at ₹10 for a 28 g pack and ₹20 for a 56 g pack, and is sold through neighbourhood kirana stores.
The launch was reported on October 27, 2026. It extends Kurkure’s regional-flavour strategy, which the brand describes as celebrating “the many tastes of India.”
What Is Kurkure Ribbon Pakoda Made Of?
Kurkure Ribbon Pakoda is made with rice flour and three dals: urad, chana and moong. Sesame seeds and black pepper add flavour, and Guntur chilli provides the heat. The snack is fried in rice bran oil.
The company states that the product contains no palm oil, no artificial colours and no artificial flavours. These claims come from the brand and have not been independently verified.
How Is PepsiCo India Marketing the Snack?
The campaign uses a South cinema-style cop setting. It runs in Kannada on television and digital platforms, and in Tamil and Telugu on digital platforms. Ankit Agarwal, Marketing Director for Kurkure at PepsiCo India, said Ribbon Pakoda “evokes familiarity, nostalgia and joy.”
The language-specific campaign signals that PepsiCo India is targeting the three southern states directly rather than rolling the product out nationally.
What Does the Launch Mean for India’s Snacks Market?
Ribbon pakoda is a traditional South Indian savoury, usually made at home or bought from local sweet and snack shops. By launching a packaged version at ₹10 and ₹20 price points, PepsiCo India enters the low-unit-price segment that is typical of kirana-led snack sales. The company has not disclosed sales targets, manufacturing locations or investment tied to the launch.
Market Reaction and Industry Response
No analyst commentary, trade body statement or competitor response was found at the time of writing. PepsiCo India did not share early sales figures.
What Happens Next?
The company has not announced plans to take Ribbon Pakoda beyond Karnataka, Andhra Pradesh and Tamil Nadu. Watch for distribution updates, additional regional variants under the Kurkure brand and any competitor response in the southern snack market.
Frequently Asked Questions
What is Kurkure Ribbon Pakoda?
It is a regional snack from PepsiCo India’s Kurkure brand, inspired by South India’s ribbon pakoda and made with rice flour, urad, chana and moong dal, sesame seeds and black pepper.
How much does Kurkure Ribbon Pakoda cost?
A 28 g pack costs ₹10 and a 56 g pack costs ₹20.
Where is Kurkure Ribbon Pakoda sold?
It is sold at neighbourhood kirana stores in Karnataka, Andhra Pradesh and Tamil Nadu.
Leave a comment