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DS Group’s Pulse Candy becomes Rs 750 crore consumer brand
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Tuesday, 01 July, 2025, 12 : 00 PM [IST]
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Our Bureau, New Delhi
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The Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has announced a significant milestone for one of its popular brands, Pulse. Pulse candy recorded over Rs 750 crore at consumer price in the 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 9 years and its sustained appeal to consumers.
Over the past three fiscal years, Pulse has registered an impressive Compound Annual Growth Rate (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. This significant share, achieved in a highly competitive landscape, reflects the brand's strong consumer pull and high repeat purchase rates. In the initial years following its launch, Pulse candy prioritised the establishment of robust distribution thrust, focusing on both expansion and deeper market penetration. The distribution system has evolved significantly, becoming far more robust and efficient. This enhanced system optimises inventory flow, expands customer touchpoints, and improves market responsiveness. This results in a mature and well-managed supply chain.
Rajiv Kumar, vice chairman, DS Group, said, “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 flavours. 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.”
"Pulse, with its delightful fusion of fruity and surprisingly tangy flavours, 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. 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 Rs 1. This wasn't just a higher price; it was a perceived higher value that resonated deeply with our palates and our pockets,” added Kumar.
“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,” concluded Kumar.
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