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.

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The DS Group’s sustained market leadership is a testament to its unwavering commitment to meeting a delightful experience for consumers. This commitment is built upon a foundation of deep expertise in flavours and fragrances, a keen understanding of evolving consumer preferences, and a robust distribution network. Together, all businesses account for more than 150 super stockists, over 5000 distributors reaching out to over 15 lakh retail shops directly and over 35 lakh indirectly, pan India. With the changing consumer buying behaviour, DS Group has thoroughly studied and capitalized on the evolving trends in modern trade, e-commerce including quick commerce to its advantage. Continuing to focus on artificial intelligence, automation and other future-focused technologies has enabled the organization to maintain its relevance within the industry while simultaneously driving value for consumers.

Speaking on the occasion, Rajiv Kumar, Vice Chairman, DS Group, stated, “Surpassing the Rs. 10,000 crore revenue milestone is more than just a financial achievement; it signifies our integral role as a significant contributor to India’s evolving growth story. The DS Group has been a vital contributor to the FMCG sector’s expansion, driven by our diverse portfolio, dedicated focus on quality and innovation and one of the largest distribution networks in the FMCG segment in the country. Food and Beverage segment has been on an accelerated growth in the last three years and this milestone reflects the trust placed on us by Indian consumers, whose evolving needs have constantly pushed us to remain agile and relevant. The dedication of our employees and partners is the foundation of our journey and looking ahead, we aspire to achieve the Rs. 20,000 crore milestone by our centenary year with a commitment to further fuelling India’s FMCG sector. Our robust pipeline of innovative products will continue to generate excitement and drive growth embodying the ‘Create What is Worth Creating’ spirit. We will continue to further expand our distribution network, ensuring our products reach every corner of the nation as well as global markets, thereby strengthening the Indian FMCG sector’s overall reach and impact.

I also firmly believe that philanthropy and CSR, when integrated into core business operations, drives triple-bottom-line success: people, profit, planet. In alignment with our dedication to sustainable growth, the DS Group is actively pursuing ambitious green initiatives. These include advancing carbon and water neutrality goals, implementing green manufacturing practices, and strengthening our Environmental, Social, and Governance (ESG) framework, thereby reinforcing our commitment to responsible and ethical business practices,” he added.

Today DS Group is a leading name in the Indian food and beverage industry. It has consistently demonstrated a commitment to innovation, establishing itself as a pioneer across multiple product categories. The Catch brand offers a comprehensive range of table-top and culinary ingredients, including a variety of salts and sprinklers, spices, cooking pastes, and gravies. It introduced India’s first free-flowing salt and pepper in sprinklers in 1987. Catch further solidified its position as an industry leader in the spice segment by pioneering low-temperature grinding technology in India and later the advanced cryogenic grinding technology, a process designed to preserve the essential oils, aromas, and flavors of spices. The Group’s beverage division, under Catch, provides a diverse selection of products, including water, flavored water, carbonated drinks and juices. DS Group’s history of pioneering innovations includes being the first to bottle natural spring water at 5000 feet above sea level from the Himalayas in 1999. Beyond these technological advancements, Catch also holds global recognition for its patented technology used in the production of 100% vegetarian pure gold and silver foils (warq).  Using advanced technology and mechanized processes, DS Group ensures that the gold and silver leaves are completely free from animal interface and comply with FSSAI guidelines. 

In the confectionery sector, DS Group has established itself as the second-largest player in the Indian non-chocolate confectionery market, driven by a series of innovative product launches. Pass Pass, introduced in 1999, holds the distinction of being the first organized Indian ethnic confectionery brand in India.  Coupled with Silver Pearls, DS Group is the largest player in the Indian Ethnic confectionery market. The rapid success of Pulse, a market leader in the hard-boiled candy segment since the last 9 years, highlights the Group’s ability to create highly successful consumer products. The recent launch of Pulse Golmol, a tangy, tamarind flavoured soft chew , demonstrates DS Group’s continued focus on innovation and its ability to connect with consumers through nostalgic flavors. The Group’s confectionery portfolio also includes well-known brands such as Chingles, Fru, and Luvit.

DS Group’s presence extends to the dairy segment, where it operates the Ksheer brand, offering a range of fresh and ambient products. In addition, Ovino, a premium D2C brand, specializes in high-quality, single-origin milk sourced directly from the Group’s farms. In the premium Mouth Fresheners’ category, Rajnigandha is an undisputed leader in the premium mouth fresheners market. The Group’s overall strategy is rooted in a deep understanding of Indian consumer preferences, leveraging cultural marketing, and utilizing its expertise in flavors and fragrances to create market-leading brands. 

The DS Group has been in the hospitality business since 2000. Presently, its hospitality portfolio encompasses six distinguished properties which include The Namah Nainital in Nainital and Namah in Jim Corbett National Park, which are both members of Radisson Individuals. With a strategic focus on key Indian markets, the projected investment in the hospitality division for the next few years is approximately Rs. 1000 crores, with a goal of establishing 10-12 hotels within the next three years. The other business also include Agriculture, Luxury Retail which includes food and fashion, and other investments.

The Group aspires to be not just a market leader but also a great workplace, committed to sustainability, water neutrality, and environmental consciousness.     

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The NRAI’s initiative attempts to reward those who answered the clarion call of Chief Election Commissioner Rajiv Kumar who has been voicing his concerns over urban voter apathy while striving to get young voters in the city to cast their vote. NRAI believes that this initiative will urge young voters to become responsible citizens and take their responsibility in the world’s largest democracy a lot more seriously and have their opinions matter.

Speaking on this occasion Sandeep Anand Goyle, NRAI Delhi Chapter Head, said, “As a democratic country, it is important for young voters to take the duty of casting their vote seriously. To encourage these young and many first time urban voters in the city of Delhi, this initiative of Democracy Discount by the NRAI aims to inspire these urban voters to actively engage in the entire democratic process as best as they can. Joining me in this endeavour are many partner restaurant brands to whom I offer my heartfelt and sincere gratitude for enthusiastically joining this cause and rewarding responsible voters with a 20% discount on dining-in and showing proof of having voted in the Delhi elections.” 

Participating restaurants will offer a 20% discount on the total bill to dine-in customers who present a voter ID showing Delhi residency and an inked finger as proof of voting.

List of participating restaurants in Delhi:

1. SOCIAL

2. FLOW

3. ⁠GETAFIX

4. ⁠CAFE TESU

5. ⁠YES MINISTER

6. ⁠DINER & BAR CELONA

7. Laidback Cafe

8. Shalom Cafe

9. In The Punjab

10. The Imperial Spice

11. ⁠38Barracks

12. ⁠yeti

13. Suravie

14. ⁠lotusleaf

15. ⁠Call Chotu – All Day Diner & Bar

16.  Cafe Delhi Heights

17. Boheme Cafe Bar

18. Smoke House Deli

19. ⁠Gulati

20. ⁠Veg Gulati

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The Liquid Tree, an urban photo-bioreactor, is referred as a tree in a liquid form due to the presence of microalgae. Microalgae are photosynthetic microorganisms which grow rapidly and offer numerous benefits such as particulate matter removal, carbon dioxide sequestration, and oxygen production. Additionally, the harvested microalgae support a circular economy, serving as nutrient-rich feed for local flora. While a traditional tree may take years to mature, Microalgae can be deployed in a matter of weeks therefore making them a viable option for cities where pollution is an issue. Beyond its practical benefits, the Liquid Tree also acts as a visual reminder for environmental action, encouraging communities to engage with and implement green solutions in the neighbourhood.

Announcing the same, Mr Rajiv Kumar, Vice Chairman, DS Group, said, “The installation of the Liquid Tree represents a commitment towards environmental sustainability. We face the dual challenges of climate change and Air Quality. It becomes increasingly urgent for us as a society to embrace innovative solutions that harness nature’s capabilities to tackle our most pressing challenges. The Liquid Tree not only serves as a functional element in our fight against pollution but also as a powerful symbol of our potential to adapt and innovate in the face of climate change. At the DS Group, we are dedicated to supporting initiatives that contribute to a healthier Bharat for current and future generations.”

Abhinav Palaparthy, spokesperson and head of Liquid Trees India, commented, “Trees are incredible, and we aim to educate the world about the very first ‘trees’ that is – microalgae, the original lifeforms that pioneered oxygen production on Earth. The installation at the DS HQ is the first in India and reaffirms its position as a global leader in green and sustainable building practices. We are excited to partner with DS Group, a company that shares our commitment to sustainable practices and a greener future.”

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The confectionery division of DS Group has grown at over 20% CAGR over the past three years, outpacing the industry growth rate of 9%. The company plans to accelerate its business with an estimated CAGR of 30% over the next five years through both organic and inorganic growth.

With one of the largest distribution networks in the country, DS Group’s confectionery products are available in over 26 lakh retail outlets, both directly and indirectly. The company holds a close dominant market share in the Hard-Boiled Candy (HBC) and Indian Ethnic Confectionery (IEC) segments as compared to its competitors. This growth is driven by innovation and a route-to-market omnichannel strategy, including modern retail, e-commerce, and quick commerce channels.

Aligned with its sustainability goals, DS Group has deployed a robust fleet of over 800 electric vehicles for the distribution of its confectionery products, contributing to a cleaner environment. Additionally, DSFL has successfully transformed the Indian Ethnic Confectionery category into a branded and organized market, providing consumers with unique options that cater to their preferences.

Leveraging its deep understanding of the flavors and tastes of modern India, DS Group is strategically modernizing its ethnic product portfolio. The company focuses on Gen Z habits, strengthens modern trade channels, capitalizes on influencer marketing, and harnesses new-age technologies to amplify product reach, embodying its corporate ideology of ‘Create What is Worth Creating’.

Commenting on the milestone, Rajiv Kumar, Vice Chairman, DS Group, said, “We are thrilled to announce the ₹1,000 crore sales turnover of our confectionery arm in FY 2023-24. This achievement results from our strategic focus on enhancing indigenization, expanding our product portfolio, and maintaining one of the largest distribution networks in the country. Looking ahead, we aim to grow our presence in the chocolate segment while strategically expanding our leadership position in the Indian ethnic confectionery category with innovative products.”

Currently, DS Group holds a strong position in North and East India and is strategically expanding its presence in South and West India. The company aims to achieve a sales turnover of Rs 5,000 crore over the next five years.

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With a strategic vision, the brand aims to strengthen its presence, targeting a Compound Annual Growth Rate (CAGR) of approximately 30% over the next five years.

To drive its expansion plans, Catch Spices has diversified its portfolio by venturing into pastes, gourmet gravies, grinders, herbs, and pink rock salt, with several new product developments currently underway. The brand plans to leverage modern-format stores and e-commerce platforms, including quick commerce platforms, to reach a wider audience. Furthermore, Catch Spices aims to enhance its product offerings by focusing on digital-first products and regionalization, catering to local taste preferences.

Rajiv Kumar, Vice Chairman of DS Group, expressed his delight with the brand’s achievement in the spice sector. According to the latest industry estimates, the packaged spices industry in India reached approximately Rs 34,000 crore in 2023, with an 18% growth rate and a volume growth of 4%. In contrast, Catch Spices surpassed this trend, achieving a growth rate of more than 23%, with volume growth more than double that of the industry.

The Catch brand was introduced by DS Group in 1987 with the launch of the unique tabletop salt sprinkler. Today, the brand offers a wide range of products, including whole spices, blends, and pastes across nine categories, comprising more than 125 variants and 300 SKUs. These products are available in over 7 lakh retail touch points through more than 1500 distributors nationwide, as well as on various e-commerce and quick commerce platforms.

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