Walk into any Indian kirana store or supermarket aisle and you will likely find Kurkure and Bingo sitting right next to each other. To a consumer, they look like competing chips brands. To a business analyst, they represent two fundamentally different financial strategies but both successful.

Kurkure: A Volume-First Machine

Kurkure is built on a high-frequency consumption model.

• Low-priced packs

• Mass-market appeal

• Extremely fast inventory turnover

The economics are simple but powerful. Even with modest margins per pack, Kurkure benefits from rapid cash movement. Money cycles back into the system quickly, enabling predictable working capital flows and steady compounding through repeat purchases.

This is not about variety but is about velocity. The faster the cash turns, the more stable the business becomes.

Bingo: A Portfolio-Led Play

Bingo, on the other hand, follows a more complex but expansive strategy.

• A wider SKU portfolio

• Multiple sub-brands and formats

• Higher average selling prices in select segments

This approach trades speed for range. Inventory moves slower, operational complexity is higher, but the brand captures value through assortment depth, pricing mix, and broader consumer reach. Growth compounds through distribution expansion and portfolio optimisation rather than pure frequency.

Same Market Share, Different Outcomes

What makes this comparison interesting is that similar market shares do not automatically translate into similar revenues or cash flows. The underlying financial architecture matters.

• Kurkure compounds through repeat behaviour and cash velocity

• Bingo compounds through assortment, reach, and price mix

The Larger FMCG Insight

In Indian FMCG, brands that dominate consumption frequency often enjoy more predictable and resilient cash flows. Portfolio-led strategies can scale big but they demand stronger execution, tighter supply chains, and longer time horizons.

Same shelf. Same category. Two different financial philosophies both proving that there is no single right way to win, only the right way for your model.