What started as a bold ₹1 bet in a market ruled by 50-paise sweets has now turned into a ₹750 crore juggernaut. Pulse, the cheeky, tangy candy from DS Group that first hit shelves in 2015, has clocked massive sales in FY 2024–25, selling roughly 750 crore units — that’s one candy for every Indian, five times over.
In a country obsessed with chatpata flavours, Pulse hit a nerve — or rather, a tastebud. Riding on the nostalgic pull of raw mango (which once dominated nearly half the boiled candy market), DS Group cracked the code with a centre-filled twist that gave a familiar flavour an unexpected kick. The result? India’s most widely distributed hard-boiled candy.
Over the past three years, Pulse has grown at a steady clip of 15% CAGR — outpacing the overall category, which has been hovering around 9%. That growth isn’t just about scale; it’s also about smart pivots and a deep understanding of what Indian consumers crave.
Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market
“We didn’t just launch a new candy — we challenged how people see value,” said Rajiv Kumar, Vice Chairman of DS Group. “Back when most of the market stuck to the 50-paise price point, Pulse launched at ₹1. It wasn’t about being expensive — it was about delivering a better, punchier experience.”
And the journey’s far from over. With a current market share of 19% in India’s hard-boiled candy space, DS Group is now eyeing more than just candy jars. The company plans to spin the Pulse brand into other formats, other categories, and other countries — all while holding on to its trademark Indian twist.
Domestically, DS Group’s vast distribution network covers over 35 lakh retail points, which has been key to Pulse’s scale and visibility. What began with a strong focus on reach has grown into a full-fledged candy supply chain machine — fast, efficient, and built to deliver.
Continue Exploring: “Kuch Nahi Hoga”—Anupam Mittal Challenges This Dangerous Mindset in Policy Bazaar’s New Ad
Looking ahead, DS Group wants to stretch Pulse beyond single-serve candies. The vision is to build a brand that shows up at more moments — festivals, gifting, snacking, maybe even in formats we haven’t seen yet.
It’s not just about sweets anymore. Pulse is becoming a flavour — and a feeling — all its own.
