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vishakha Jangir
ย โขย
Set2Scoreย โขย 7m
๐๐ผ๐ ๐ฑ๐ถ๐ฑ ๐ฃ๐๐น๐๐ฒ ๐ง๐ผ๐ณ๐ณ๐ฒ๐ฒ ๐ด๐ฟ๐ผ๐ ๐ถ๐ป๐๐ผ ๐ฎ โน๐ฏ๐ฌ๐ฌ ๐ฐ๐ฟ๐ผ๐ฟ๐ฒ ๐ฏ๐๐๐ถ๐ป๐ฒ๐๐ ๐ณ๐ฟ๐ผ๐บ ๐ฎ โน๐ญ ๐๐ผ๐ณ๐ณ๐ฒ๐ฒ? 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 Groupโs FMCG portfolio by entering the confectionery space with an innovative twist. Pulse introduced Indiaโs 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 โน1, 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 candyโs success was driven without formal advertising โ 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 โน100 crore in sales and hit the โน300 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 โ although the mango version remained the bestseller. Pulseโs success proved that innovation in a familiar space, smart pricing, emotional connect, and solid distribution can turn a simple candy into a โน300 crore blockbuster. Follow vishakha Jangir for more such business insights.
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How did Pulse become a 350 CR brand with NO marketing? 1. In 2015, DS Group, known for Rajnigandha and Pass Pass, saw an opportunity in Indiaโs โน8,000 crore candy market. Instead of another sweet candy, they launched Pulse, a tangy raw mango candy
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