Brands
Kurkure expands its portfolio with a sizzlin’ hot launch for spice lovers
Mumbai: PepsiCo India has expanded the flavour spectrum of its iconic snack brand Kurkure with the launch of Kurkure Sizzlin’ Hot. The new flavour is inspired by the globally loved Flamin’ Hot platform and offers a differentiated and irresistible flavor experience by fusing ‘chilli ka tadka’ with Kurkure’s iconic crunch.
Kurkure Sizzlin’ Hot is loaded with a punch of roasted red chilli, with every bite leaving a lingering heat sensation with the perfect chatpata crunch of Kurkure. This flavour innovation is sure to jolt all senses and transform the mood for an ultimate rollercoaster of fun. The inception of Kurkure Sizzlin’ Hot finds its roots in the success of the Sizzlin’ Hot range in India with Lay’s and Doritos.
This exciting new addition to the Kurkure lineup stems from a keen understanding of the growing consumer preference for spicy salty snacks in the country, with ‘chilli’ emerging as one of the top flavor preferences in the category. Embracing this growing affinity for spicy palette amongst its Indian consumers, Kurkure Sizzlin’ Hot promises an unforgettable taste adventure with lasting sensational heat.
On the debut of Kurkure Sizzlin’ Hot, PepsiCo India category lead – Kurkure Aastha Bhasin said, “The launch of Kurkure Sizzlin’ Hot is a testament to our commitment to constantly innovate and provide Indian consumers with the most flavourful snacking experiences. As a brand that celebrates the use of spices, our latest offering is an ode to the extreme teekha lovers of India. The all-new Kurkure Sizzlin’ Hot really packs in a punch and offers everything the Indian consumer craves for. Get ready for an ultimate ‘teekha’ experience that brings a sensational hit of chilli with Kurkure’s chatpata crunch!”
Kurkure Sizzlin’ Hot is now available at Rs 10 and Rs 20 across all leading retail and e-commerce platforms in India, with Rs 5 packs available in select regions. The launch will be followed by a TVC and a robust 360-degree surround campaign.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
