Global snack giant taps into India’s booming millet foods market amid rising consumer demand for healthier, heritage-based choices
PepsiCo has expanded its Kurkure brand into the millet-based snacking category with the launch of Kurkure Jowar Puffs, joining a wave of fast-moving consumer goods (FMCG) players tapping into India’s growing millet foods market.
India’s millet-based snacks segment is estimated at USD 2.79 billion in 2025 and is projected to reach USD 4.12 billion by 2032, growing at a compound annual growth rate (CAGR) of 5.7 per cent. PepsiCo said the move reflects shifting consumer preferences towards mindful eating, traditional ingredients, and homegrown innovations that support local communities.
The company added that Kurkure Jowar Puffs aim to make a heritage grain more appealing and accessible to younger consumers. The development aligns PepsiCo with peers such as ITC, Britannia, Tata Soulfull, Marico and Nestlé, all of whom have launched millet-based breads, porridges, cookies, mueslis, and extruded snacks.
According to PepsiCo, jowar grain is deeply embedded in India’s agricultural heritage and offers significant potential when reimagined for modern formats. The brand highlighted that Indian consumers are rediscovering heritage ingredients while also demanding healthier and more sustainable food choices.
Kurkure, first created in India in 1999 and later introduced in global markets, marks its 25th anniversary with this foray into millet-based snacking.
India produced 180.15 lakh tonnes of millets in 2024–25, an increase of 4.43 lakh tonnes over the previous year. The government has also rolled out the Production Linked Incentive Scheme for Millet-Based Products (PLISMBP) with an outlay of ₹800 crore to boost processing and value addition.
Backed by government initiatives and growing consumer interest in nutritious, sustainable foods, millets are increasingly being positioned as the “superfood of the future”, gaining traction across the country’s snacking market.
