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DS Group launches candy brand in TS
Hyderabad, November 26, 2015

Noida-based Dharampal Satyapal Group (DS Group), a diversified conglomerate, on Wednesday announced its foray into South Indian confectionery market by launching its hard boiled candy, Pulse, in the city.

Starting from Hyderabad, the distribution of Pulse will be extended across South India in the coming months. “Our candy has received a phenomenal response to the test marketing undertaken in Andhra Pradesh and Telengana in the last few months,” said Shashank Surana, Vice President, New Product Development, DS Group.

The group, which is currently expanding its confectionery range across the country, says Hyderabad ranks number two as a consumer city for hard boiled candy (HBC) and South India contributes around 26 per cent to this segment, citing marketing agency AC Neilsen.

The mango-flavoured Pulse is priced at Re 1 and its manufacturing is currently outsourced to companies in Hyderabad, Rudrapur in Uttarakhand, and Ahmedabad and Jamnagar in Gujarat. The company is planning for two more manufacturing units.

The HBC market in India is currently estimated at Rs 1,800 crore and the largest sub-segment of the NGNC (Non Gum Non Chocolate) category. “It is growing at the rate of nine per cent and therefore we saw a great opportunity in this segment. We are confident of carving a niche for ourselves with ‘Pulse’ in the fragmented HBC market,” he maintained. DS Group is planning to launch more flavours of the candy in future.