Rajnigandha Pan Masala mints Rs 300 cr success through spectacular Pulse candy success

By: | Published: March 9, 2017 4:51 PM

The confectionery market in India was left shaken and stirred following the great response Pulse candy received since its release in mid-2015. Rajnigandha Pan Masala, which has been associated with making pan masala for a very long time had launched this tangy candy in 2015 and since its release it has registered a mamoth sale of Rs 300 crore.

Pulse candy, Dharampal Satyapal Group, Prefetti, Wrigley, ITC Ltd, Orbit, Rajnigandha Pan MasalaThe Dharampal Satyapal Group’s Pulse candy has made it’s presence felt in the Indian market to an extent that established multi nationals are rethinking their market strategies.(Facebook)

The confectionery market in India was left shaken and stirred following the great response Pulse candy received since its release in mid-2015. Rajnigandha Pan Masala, which has been associated with making pan masala for a very long time had launched this tangy candy in 2015 and since its release it has registered a mamoth sale of Rs 300 crore. The Dharampal Satyapal Group’s Pulse candy has made it’s presence felt in the Indian market to an extent that established multi nationals are rethinking their market strategies, according to a Hindustan Times report.

The Indian candy market is worth Rs 6,600 crore, which is eventually growing at a rate of 12-14% annually. One of the leading candy making Italian brand Perfetti is presently leading the market with Rs 2,000 crore annual sales. The company is well known for making candies like Chlor-mint, Mentos, Alpenlibe and Happydent chewing gum. Wrigley, Parle and ITC Ltd are among other companies that have been playing an important role in the candy market in India

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Despite the major players in the market, Pulse is thrashing competition. Within 8 months of being launched, the candy which is priced at Re 1 had registered Rs 100 crore revenue. Not only this, it has also become the core of DS Group which also makes Catch spices, Pass Pass mouth freshener and Rajnigandha pan masala.

Just to counter the sales DS Group’s Pulse candy, previous year Parle had launched ‘ Spicy Kaccha Mango Bite’. Other brands like Wrigley too are trying new strategies to lure Indians with their offerings. Wrigley has ‘Solano’ in the market though its share is negligible. Better known for its oral-care range Orbit which has a market share of 90%, Wrigley has plans to focus more on the confectionery section now.

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