New Delhi, 14th October, 2024: MasterChow, leading ready-to-cook Asian cuisine brand, is excited to announce the launch of KChow, a new range of Korean-inspired noodles with an Indian twist. The KChow line brings authentic Korean flavors combined with the beloved taste of Indian masala, catering to the growing K-culture trend among Gen Z and Millennials in India.
K-Chow’s launch marks an important step in MasterChow’s strategy to diversify its offerings and strengthen its position in the increasingly competitive instant noodle and ethnic food categories. As Korean culture continues to captivate Indian consumers, from music and entertainment to beauty and food, MasterChow is poised to capitalize on this growing trend with its Korean Masala Noodles – a fusion that balances the heat and spice of traditional Korean cuisine with flavors that appeal to the Indian palate.
To celebrate this exciting launch, MasterChow is introducing the “Loudest Slurp Challenge,” offering participants a chance to win ₹5 lakhs. The challenge tagline, “5 min me 5 Lakh,” encapsulates the exciting opportunity for noodle enthusiasts.
The challenge kicked off on October 11, 2024, with the release of a promotional trailer on various social media platforms. Interested participants can register through MasterChow’s website to join the competition. The challenge will culminate in an exhilarating offline event where 10 finalists will compete in 2-3 rounds. The contestant who produces the loudest slurp will be crowned the winner and take home the grand prize.
KChow distinguishes itself in the market with a range of unique selling points. The product line offers authentic Korean flavors expertly blended with an Indian masala twist, creating a truly innovative taste experience. Notably, KChow noodles are MSG-free, addressing health-conscious consumers’ concerns while maintaining full flavor. The noodles boast a specially developed texture that delivers a satisfying slurp with every bite. This fusion of tastes and textures is encapsulated in the product’s evocative tagline: “From Seoul to Soul.”
Vidur Kataria, Founder & Director, MasterChow, said, “K-Chow is set to address the rising consumer demand for ethnic flavors, offering a product that combines the best of both worlds—authentic Korean ingredients balanced with Indian spices. Our team, including chefs from Korea, has worked tirelessly to create flavors that resonate with the Indian palate while staying true to Korean culinary traditions. I am supremely confident that this latest addition in our scrumptious product portfolio will be a smashing hit with our consumers across the nation.”
The KChow range targets the 15-25 age group, riding the wave of K-Pop, K-dramas, and K-food popularity in India. The launch campaign, “Korean Bhi, Masala Bhi,” highlights the fusion aspect of the product, appealing to young consumers who are eager to explore global flavors with a familiar twist. The range will be available across leading retail outlets, e-commerce platforms, and quick commerce channels, ensuring widespread distribution and easy access for consumers.
