Instead of a purely corn-based product the team came up with a spicy flavoured Masala Munch made of lentils, rice and corn "we were not sure if people would take to the new brand and so we had called it Lehar Kurkure, "say Deepika Warrier, Vice President (Marketing),PepsiCo India. Lehar, the indian partner's brand name, was added to Kurkure for access to local taste and cues. The team's concerns were justified as it was angling for a space between the traditional salty snack and the more western potato wafer. The company called it the "bridge' category and Kurkure, the "finger snack".