Growing the entire Kurkure variants portfolio – as one variant accounted for 90% of sales


Multiple Kurkure variant launches; high decibel advertising with celebrities such as Juhi Chawla had not been able to correct the skew.


A visual architecture that created differentiation amongst variants and demystified the variant through ingredient cues would help grow the variants. The variants had to be treated as sub-brands to stand apart from the core.

We crafted each variant with its own personality, creating stronger associations for the variants while differentiating them from the core pack – Masala Munch.


The Kurkure variants sales have grown in double digits – registering almost 50% growth in offtake BEFORE any advertising.