DS Group’s Pulse candy becomes a Rs 750-crore brand

The Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate, has announced that Pulse candy recorded over Rs 750 crore at the consumer price in FY 2024-25, translating into 750 crore Pulse candies being sold in one year, making it India’s largest distributed hard-boiled candy. This achievement establishes Pulse’s strong market leadership in the hard-boiled candy segment for the last nine years, the company said.

Over the past three fiscal years, Pulse has registered a CAGR of 15% against a CAGR of 9% in the hard-boiled candy segment industry. This consistent growth in revenue highlights the brand’s strong pull across both urban and rural markets, especially when the broader market dynamics have not been as buoyant. According to market data, Pulse candy currently holds a 19% market share in India’s hard-boiled candy segment and has been growing consistently.

In the initial years following its launch, Pulse candy prioritized the establishment of a distribution thrust, focusing on both expansion and market penetration. Today, the distribution system has evolved significantly, becoming far more efficient. This enhanced system optimizes inventory flow, expands customer touchpoints, and improves market responsiveness. This results in a mature and well-managed supply chain.

“DS Group’s vision for Pulse, a leading Indian ethnic confectionery brand in India, is to evolve it into a multi-format, multi-occasion offering. We plan to achieve this by strategically moving into adjacent product categories, exploring innovative new formats, and capitalizing on the rich tapestry of regional flavors. Our consistent focus on brand building, enhanced consumer engagement, and achieving deeper market penetration will help us maintain our leadership position. We’re aggressively pursuing both domestic and international markets for expansion. On the domestic front, we’re leveraging our robust distribution network that has a reach of over 35 lakh outlets across India,” said Rajiv Kumar, vice chairman, DS Group.

“Pulse, with its delightful fusion of fruity and surprisingly tangy flavors, particularly the familiar raw mango with a zesty core, offered an unparalleled sensory experience to the consumer. This distinctly appealed to India’s preference for tangy tastes, which was a significant departure from the Western-format candies prevalent at the time. Pulse candy stands as a testament to the evolving Indian consumer who is more value-conscious today and DS Group truly leveraged this understanding by disrupting the market with its pricing strategy. At a time when 86% of the hard-boiled candy market was at the 50-paise price point, Pulse boldly launched at Re 1. This wasn’t just a higher price; it was a perceived higher value that resonated deeply with our palates and our pockets,” Kumar added.

According to Kumar, Pulse revolutionized the confectionery market by challenging the notion that candies were solely for children. “It strategically tapped into an overlooked demographic, the adults, thereby significantly broadening the consumer base for impulse confectionery. Why should kids have all the fun? That was the premise. We leveraged our keen understanding of local palates and unmet consumer needs, allowing Pulse to redefine the segment and establish itself as a trendsetting brand with remarkable consumer loyalty. Even our packaging and design for Pulse was clutter-breaking,” he said.

The organization reimagined the hard-boiled candy into a surprising, tangy core. Pulse was born out of a sharp consumer insight. Mango once captured 50% of the hard-boiled candy market, with raw mango accounting for 26% of this share, making it the dominant flavor profile within that segment. Leveraging the element of the raw mango, DS Group transformed it into an innovative product.

Pulse expanded its product line by adding Pulse Golmol – Imli flavor. Inspired by the familiar tamarind (imli) flavor that has delighted generations, Pulse Golmol Imli is a tangy soft chew. Pulse Golmol Imli Goli is infused with natural tamarind, offering a distinctive combination of tangy and sweet flavors.

Besides Pulse candy, DS Group has also crafted compelling brand narratives and distinct consumer propositions for its key brands like Pass Pass, Rajnigandha Silver Pearls, Chingles, Oval, Piñata, Cherio, Pulse Golmol, and LuvIt. With continuous innovation, DS Group has successfully transformed the Indian ethnic confectionery category into a branded and organized market, providing consumers with unique options to suit their preferences.