Pepsico launches new kurkure as 'Aliva' brand

In order to repeat the success of Kurkure, Pepsico launched of its snacks under the brand name 'Aliva' and plans a large-scale advertising campaign to promote the product. With Aliva, the company aims to replicate the success which it achieved with Kurkure in a shorter span of time. Aliva is another milestone in Fritolay India's journey to transform its portfolio to address the growing consumer focus on wellness and ingredient," Fritolay India CEO and Pepsico President told reporters.

However, he did not give details regarding investment and marketing expenses but said the proposed advertising campaign will directly interact with 1 million customers across the country.