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 prioritized the establishment of robust distribution thrust, focusing on both expansion and deeper market penetration. Today, the distribution system has evolved significantly, becoming far more robust and 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 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 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.

DS Group revolutionized the Indian confectionery market in 2015 with Pulse. Leveraging its expertise in flavors and fragrances and deep understanding of Indian ethnic tastes, the organization reimagined the hard-boiled candy into a vibrant sensory experience with 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 nostalgic element of the raw mango, DS Group transformed it into an innovative product.

Pulse’s success stemmed from its raw mango flavor profile resonating with Indian palates and the signature tangy core delivering a layered sensation. Targeting all age groups, Pulse bridged traditional tastes with the contemporary format – it brought Indianness into a Western format, appealing to everyone. Driven initially by strong word-of-mouth and a loyal base, its differentiated positioning with “Pran Jaaye Par Pulse Na Jaaye” deeply resonated. Flavour extensions like Guava, Orange, Pineapple, and Litchi, along with format innovations like ‘Shots’ in the original Kachcha Aam flavour, have helped keep the brand fresh and relevant in India’s impulse confectionery segment.

The Pulse brand’s trajectory from disruptive entrant to industry leader is also an IIM Ahmedabad marketing excellence case study, complementing its sustained benchmark-setting in product innovation and marketing proficiency. The IIMA case study offers a deep dive into the innovative marketing strategies and strategic decisions behind Pulse Candy’s remarkable success. It comprehensively explores how the DS Group identified a market need, developed a unique product, and overcame challenges to achieve its phenomenal rise to prominence. Pulse candy pioneered India’s hard-boiled sector and its unconventional marketing also gained recognition, notably the ‘Pulse of the Sky’ campaign, which entered the Limca Book of Records for simultaneously flying 1,150 kites during Uttarayan 2023 making it the only hard boiled candy to enter the Limca Book of Records. Pulse cultivated enduring brand engagement through initiatives like the award-winning ‘Pulse Ka Pandal,’ Pulse Ganesh Mahotsav and received widespread industry acclaim for various campaigns securing accolades across platforms like the Abbys South Asia and Kyoorius Creative Awards.

In fact, Pulse Candy’s initial success was significantly driven by strong word-of-mouth, organic posts by celebrities and influencers, several user generated content from a loyal consumer base and social media promotion.

Pulse expanded its product line by adding ‘Pulse Golmol – Imli Flavour,’ a treat that takes one on a nostalgic journey. Inspired by the familiar tamarind (imli) flavour that has delighted generations again, Pulse Golmol Imli is a tangy soft chew. Made from high quality ingredient, ‘Pulse Golmol Imli Goli’ is infused with natural tamarind. It offers a distinctive combination of tangy and sweet flavours, delivering an irresistible burst of fun filled tanginess.

The post DS Group’s Pulse Candy becomes a Rs. 750 Crore consumer brand appeared first on Business of Food.

Renowned for its exceptional quality and Swiss craftsmanship, Läderach promises to bring the world-renowned Swiss luxury chocolate experience to Mumbai, with its delicious range of handcrafted chocolate bars, pralines, truffles, and exclusive gifting assortments during the festivities. The store features an extensive range of Läderach’s luxury chocolate creations, including the renowned FrischSchoggi (fresh chocolate). Each product is meticulously handcrafted to deliver an unrivaled blend of flavors, textures, and aromas that will elevate the chocolate indulgence to new heights. 

Sanskriti Gupta, Läderach India, said, “We are excited to introduce the luxurious experience of Läderach chocolates at Jio World Plaza, our first store in Mumbai. As a strategic market for Läderach, Mumbai has demonstrated exceptional enthusiasm for our brand, evident in the resounding success of our e-commerce offerings. In strategic partnership with the DS Group, we aim to expand our reach and offer the distinctive Läderach experience to a wider Indian audience.”

Läderach had introduced its online operations in Mumbai Navi Mumbai towards the end of last year with an aim to strengthen Läderach India’s position in the luxury retail sector getting the brand closer to its consumers. Last year, the DS Group announced its exclusive partnership with Läderach, marking the Swiss chocolate brand’s debut in the Indian market. This exciting collaboration was followed by the successful inauguration of a Läderach store in the Delhi NCR region, situated in DLF Emporio Mall, where an immersive in-store experience is crafted to cater to the discerning tastes of customers.

About DS Group

The DS Group (Dharampal Satyapal Group) is a Multi-Business Corporation and one of the leading FMCG conglomerates with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Mouth Freshener, Food and Beverage, Confectionery, Hospitality, Agri, Luxury Retail businesses, and other investments. Rajnigandha, Catch, Pulse, FRU, Ksheer, Pass Pass, BABA, Tulsi, L’Opera, Le Marche, UnCafe, Birthright, Laderach, LuvIt, Chingles, The Namah in Jim Corbett and Nainital, part of Radisson Individuals, are some of the leading brands, the Group proudly shelters today.

As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC.

About Jio World Plaza

Strategically located in the heart of BKC, Mumbai, Jio World Plaza sits on the cusp of the Island City (south Mumbai), western and eastern suburbs. As a one-of-a-kind luxury retail destination, Jio World Plaza is a part of the Jio World Centre, the multifaceted landmark which is spread across 18.5 acres in Bandra Kurla Complex.

The retail centre houses flagship stores of Louis Vuitton, Gucci, Dior, Cartier, Bally, and Giorgio Armani. Other global brands such as Valentino, Bulgari, Tory Burch, Saint Laurent, Versace, Tiffany & Co, and Pottery Barn are also a part of this retail landscape for the first time. Interestingly, iconic brands such Balenciaga, Rimowa, and Pottery Barn Kids have made their foray into the country by opening their boutiques at the Jio World Plaza. Acclaimed Indian couturiers Manish Malhotra, Abu Jani Sandeep Khosla, and Rahul Mishra are leading the way by opening their doors to city’s crafts-conscious Indianwear aficionados. In addition to all of this, movie lovers can unwind with the stars at the new state-of-the-art Maison INOX.

And that’s not all! Jio World Plaza also boasts multiple dining experiences. There’s the super cool EL&N, très chic Armani Caffè and the minimalist haven Cafè&Meal MUJI -all of which have made their debut in the country at Jio World Plaza. French bakery and tea room, Ladurèe’s first branch here in Mumbai occupies a sweet spot. It is this convergence of art, entertainment and design that makes Jio World Plaza truly one-of-a-kind destination, thereby cementing the Jio World Centre’s position as the ultimate experiential extravaganza.

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