A simple insight is shaping Kissan's next chapter
Most Indians do not eat food exactly as it is served.
A spoonful of chutney. A dash of ketchup. A favourite accompaniment that makes a familiar meal more enjoyable.
Across the country, people add, mix, pair and personalise their food in countless ways. It is a distinctly Indian habit, driven by a love of flavour and a desire to make every meal a little more enjoyable.
This simple insight is helping shape Kissan's next phase of growth.
Known for generations for its iconic ketchup and jams, Kissan is expanding its portfolio and broadening the role it plays at the dining table. The ambition is straightforward: to make everyday food more enjoyable.
At the heart of this journey is the Indian consumer Kissan calls the Chatora.
Celebrating India's love for flavour
The Chatora is not defined by age, geography or occasion.
It is anyone who brings a little extra excitement to food: someone who experiments with pairings, discovers new flavours or reaches for a favourite accompaniment before taking the first bite.
Whether it is a regional chutney passed down through generations or an unexpected ketchup pairing, these behaviours reflect something larger. Indians enjoy personalising their food and making it their own.
For Kissan, this presents an opportunity to evolve from being associated primarily with ketchup and jam to becoming a broader flavour companion for everyday meals.
Reimagining ketchup for a new generation
Kissan's latest ketchup campaign, Ketchup Paglu ke Daring Pairings, celebrates consumers who see ketchup as more than a side accompaniment.
For these enthusiasts, ketchup is part of the meal itself, paired with foods ranging from traditional snacks to everyday staples.
The campaign reflects an important consumer truth where people are open to experimentation, creating new flavour combinations and making food experiences more personal.
Rather than prescribing how ketchup should be used, Kissan is celebrating the creativity consumers already bring to their plates.
Entering a category Indians already love
While experimentation drives ketchup consumption, chutney occupies a different place in Indian food culture.
For generations, chutneys have been integral to meals across regions. They add flavour, texture, and variety, often completing a dish.
Kissan's entry into the chutney category builds on this deeply rooted consumer behaviour. Since launch, Kissan chutneys have performed exceptionally well in the market. This performance underscores the opportunity to participate in a culturally relevant category embedded in everyday eating occasions.
Building a broader flavour portfolio
Together, ketchup and chutneys represent more than new product offerings. They reflect Kissan's ambition to serve a wider range of consumption occasions and consumer needs.
As Indian consumers seek variety, convenience and new taste experiences, Kissan is expanding its portfolio to remain relevant across more meal moments.
Frequently asked questions
What is the central idea behind Kissan's transformation?
Kissan is expanding beyond its legacy association with ketchup and jam to become a broader flavour companion for everyday meals. The transformation is rooted in how Indian consumers personalise food through accompaniments, pairings and new flavour combinations.
Who is the Chatora?
The Chatora is Kissan's expression for anyone who enjoys adding more flavour to food. It is not linked to a particular age, region or occasion; it reflects the instinct to experiment, customise and make a familiar meal more enjoyable.
What is Ketchup Paglu ke Daring Pairings?
Ketchup Paglu ke Daring Pairings is Kissan's campaign celebrating consumers who enjoy ketchup with unexpected foods. It recognises the creativity people already bring to everyday eating occasions rather than defining a single 'right' way to enjoy ketchup.
Why has Kissan entered the chutney category?
Chutney is deeply embedded in Indian food culture and completes meals across regions and cuisines. Entering the category allows Kissan to meet a familiar consumer need while extending the brand into more meal occasions.