Pulse Candy, the confectionery brand from Dharampal Satyapal Group (DS Group) announced that it hit the Rs 750 crore mark in FY25, recording a CAGR of 15%, higher than the industry average of 9%. The nine-year-old brand, which is most famous for its raw mango flavoured offering, now holds an estimated 19% of the estimated Rs 4,000 crore hard boiled confectionery segment, as per market data.
Rajiv Kumar, vice chairman, DS Group credits Pulse Candy’s growth to its robust distribution with a reach of 35 lakh outlets across the country, adding that it has resonated equally well with consumers in both, rural and urban markets.
“Pulse, with its fusion of fruity and surprisingly tangy flavours, particularly the familiar raw mango with a zesty core, distinctly appealed to India’s preference for tangy tastes, which was a significant departure from the Western format candies prevalent at the time,” says Kumar, noting that the focus will now be on brand building for Pulse, enhanced consumer engagement and expansion in domestic and international markets. Its priority international markets include the US, Canada, Nepal and Bhutan.
The brand launched its raw mango offering in 2015 at a price point of Re 1, higher than 86% of the sugar boiled candy market where the average selling price is 50 paise. Since then, it has launched new flavours such as orange, guava, pineapple and litchi. Raw mango however continues to be its bestselling variant. Pulse Candy is a key brand contributing 45% to the DS Group’s confectionery business.
Other brands in the Group’s confectionery portfolio include Pass Pass, Chingles, FRU Juicy Jelly and Rajnigandha Pearls.