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vishakha Jangir
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𝗛𝗼𝘄 𝗱𝗶𝗱 𝗣𝘂𝗹𝘀𝗲 𝗧𝗼𝗳𝗳𝗲𝗲 𝗴𝗿𝗼𝘄 𝗶𝗻𝘁𝗼 𝗮 ₹𝟯𝟬𝟬 𝗰𝗿𝗼𝗿𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗳𝗿𝗼𝗺 𝗮 ₹𝟭 𝘁𝗼𝗳𝗳𝗲𝗲? Pulse Toffee was launched in 2015 by DS Group (Dharampal Satyapal Group), a legacy company founded in 1929 by Shri Dharampal Sugandhi, known for brands like Rajnigandha, Catch, and Pass Pass. The leadership under Ravinder Kumar and Rajiv Kumar aimed to diversify DS Group’s FMCG portfolio by entering the confectionery space with an innovative twist. Pulse introduced India’s first hard candy with a tangy masala-filled center, inspired by the nostalgic flavor of kachcha aam with salt and spice, a familiar taste for Indian consumers. Priced at just ₹1, it tapped into the impulse-buy market and became an instant hit across all age groups due to its strong flavor punch and affordable price. The candy’s success was driven without formal advertising — the product went viral through organic word-of-mouth, school and office conversations, and social media buzz. DS Group leveraged its strong existing distribution network, ensuring availability in urban centers, small towns, and even remote rural shops and paan stalls. Within just 8 months, Pulse crossed ₹100 crore in sales and hit the ₹300 crore mark in under 2 years, outperforming well-known brands like Alpenliebe and Mango Bite. Over 400 million candies were sold in the first year alone, with a high repeat purchase rate due to the addictive flavor profile. After the massive success of the raw mango variant, DS Group introduced additional flavors like guava, orange, pineapple, and litchi — although the mango version remained the bestseller. Pulse’s success proved that innovation in a familiar space, smart pricing, emotional connect, and solid distribution can turn a simple candy into a ₹300 crore blockbuster. Follow vishakha Jangir for more such business insights.
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