Despite being an early bird in branded packaged snacks, PepsiCo India faces tough competition in this category. The company bets on its Kurkure brand combined with local flavors to keep up with the competition.

As growth slows down and intense competition emerges from regional brands in potato chips, PepsiCo and ITC are shifting their focus more towards newer and healthier forms of packaged snacks, the market for which is growing at twice the speed.

India’s leading potato chips brand, Lay’s from PepsiCo, has joined hands with renowned designer duo Shantanu-Nikhil to launch a new range of baked chips - 'Lay’s Baked', through an exclusive fashion show in Delhi.