MUMBAI: DS Group’s chart-topping confectionery star, Pulse, has smashed yet another milestone, clocking over Rs 750 crore in consumer sales in FY 2024–25 — that’s one candy for every Indian, and then some.
Launched in 2015, the humble hard-boiled treat with a twist — a tangy core wrapped in raw mango nostalgia — has now dominated the category for nine years running, holding a 19 per cent market share and growing at a blistering CAGR of 15 per cent over the last three years. That’s well above the category average of 9 per cent — not bad for a candy that initially rode on word-of-mouth and a punchy tagline, ‘Pran Jaaye Par Pulse Na Jaaye.’
From bustling kiranas to highway dhabas, Pulse’s unmistakable zing has made it a fixture in both urban pockets and rural corners. Its distribution game, once a startup hustle, has evolved into a sleek, hyper-efficient network powering India’s most widely distributed hard-boiled candy.
But Pulse isn’t just about popping sugar bombs. It’s a full-blown case study at IIM Ahmedabad — a masterclass in flavour innovation, cultural insight, and unconventional marketing. Remember the ‘Pulse of the Sky’ kite-flying campaign that entered the Limca Book of Records? That was just one of many stunts that kept the buzz alive between launches of new flavours like guava, pineapple, orange, and the latest, ‘Pulse Golmol Imli Goli’, a chewy nod to India’s timeless tamarind love affair.
And the brand isn’t resting on its laurels. With viral UGC, organic celeb love, and award-winning campaigns from ‘Pulse Ka Pandal to Pulse Ganesh Mahotsav’, DS Group continues to stir the market with every pop.
“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 capitalising 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 DS Group vice chairman, Rajiv Kumar.
“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 per cent of the hard boiled candy market was at the 50-paise price point, Pulse boldly launched at Rs 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.
“Pulse revolutionised 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.
Call it a candy. Call it a case study. Either way, Pulse is still the flavour of the nation.
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