PepsiCo has introduced its premium Red Rock Deli chips to the Indian market, marking the debut of the iconic Australian brand with four variants. Positioned at the upper end of the snacking category, the range is priced at ₹60 for 58g and ₹125 for 75g, a clear step above the standard 52g Lay’s pack at ₹20. For its India launch, Red Rock Deli is taking a digital-first approach, rolling out exclusively on quick commerce platforms.
The portfolio includes slow-cooked kettle chips, two oven-baked variants with 40% less fat, and a popped chip variant featuring vegetable ingredients.
This isn’t PepsiCo’s first foray into the gourmet snacking space. In 2022, Lay’s introduced three premium flavours aimed at the growing appetite for elevated snacking experiences. The company has also released a new TVC showcasing the craftsmanship and process behind the Red Rock Deli range.
To understand the brand’s marketing and distribution strategy, along with its approach to crafting a premium snacking experience for India, we spoke with Sriram Iyer, Marketing Director for Red Rock Deli at PepsiCo India.
Edited Excerpts:
Q] PepsiCo launched its Gourmet range in 2022, marking a clear move into premium snacking. What made 2025 the right moment for the company to introduce Red Rock Deli to India? Did the Gourmet rollout reveal any specific consumer insights that indicated the market is now ready for a more elevated, globally inspired offering like this?
The Gourmet launch in 2023 was a pivotal moment, as it provided PepsiCo Foods with a clear view into how quickly Indian taste preferences are evolving and what consumers now expect from a premium snacking experience. In recent years, Indian consumers have become better-travelled, more experimental, and far more curious about global flavours. They increasingly want to ‘experience life in full flavour,’ and Red Rock Deli is designed precisely for this mindset.
Red Rock Deli, an iconic Australian gourmet brand with over two decades of recipe craftsmanship, has been completely reimagined for India. Built on extensive local research, the India portfolio includes slow-cooked kettle chips, oven-baked chips with 40% less fat, and popped chips incorporating vegetables all adapted to suit Indian flavour sensibilities.
The shift wasn’t driven by the Gourmet range alone. Indian consumers today are more experimental and digitally native than ever before. They’re exposed to global flavours, influenced by chef-driven culinary trends, and increasingly curious about premium snacking formats. This alignment of consumer readiness and product craftsmanship is what made 2025 the right moment to bring Red Rock Deli to India.
Q] Since the range is currently limited to quick commerce, are you intentionally prioritising metros and premium consumers before expanding into Tier 2–3 cities?
It’s less about geography and more about psychography. We’re targeting consumers who are deeply passionate about food, people who are curious, experimental, and open to global flavours. This cohort tends to be urban, aspirational, and highly digital. They shop online, discover new foods through creators, and rely heavily on quick commerce for convenience.
That’s why Red Rock Deli has been conceptualised as a digital-first brand. From our presence on quick commerce to creator-driven discovery, digital video content, and the overall activation strategy every touchpoint is designed around how this consumer segment engages with food today.
Q] What’s the broader distribution roadmap? When can we expect Red Rock Deli to move into modern trade or general trade?
At this stage, our core consumers are digital-first, and quick commerce gives them the fastest route from discovery to purchase, which is exactly what a premium, impulse-driven category like this needs.
As the brand scales and we see sustained demand in offline environments, we’ll evaluate expansion into modern trade and eventually general trade. The rollout will be timed to ensure the product experience and consumer expectations stay perfectly aligned.
Q] If someone tries Red Rock Deli in Australia versus India, how different would the product line and flavours be?
The brand philosophy remains consistent across markets rooted in curiosity, craftsmanship, and intentionality. But the Indian portfolio is entirely its own. We’ve used extensive qualitative and quantitative research, sensory profiling, and culinary insight-gathering to create flavours tuned specifically to Indian palates. The balance of tanginess, heat, spice, herbs, and even the texture of our kettle chips has been calibrated differently for India.
All Indian variants are developed and manufactured locally, while each global market has its own tailored lineup. So yes, the flavours and even the product assortment in Australia will differ meaningfully from what you’ll find in India.
