Some time next year, Frito-Lay India will launch Kurkure in the US, the biggest market for snack foods in the world.
Frito-Lay India's MD Manu Anand confirmed the development, but declined to give details. "Taking Kurkure to the US has been on our minds, but we haven't firmed up a date yet," he said. However, a soft launch has already been kicked off, making the brand available in the east and west coast through Indian grocery stores. This is not only being seen as a big leap for Frito-Lay's India team, it also points to a trend that will gain momentum driven by the fact that consumers across the Western markets are getting hooked to Indian flavours.