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Pulse Candy Makes 100 Crores in Just 8 Months
baysidejournal.com, April 21, 2016


The ridiculously popular hard-boiled sweet, Pulse has racked up Rs 100 crore in sales within just eight months of its launch. This equals the record of Coca-Cola's heavily marketed diet drink Coke Zero.

Pulse candy has a raw mango flavour with a tangy salt filled centre and was launched at Rs 1, double the price at what others were selling similar 4g candies. Pulse was so popular within a few months of its launch that roadside shops were selling it for 50 paise more, a 50% premium. Noida based DS group were only about to meet 60-70% of its demand initially. Customers were even buying the candy in bulk with 5-10 at once, whereas most candies are bought as single pieces.

What makes the success of Pulse candy even more special is that they have barely done any marketing or promotion. Their success is largely due to word-of-mouth publicity and backed by a strong distribution network, say experts. The Dharampal Satyapal (DS group) also manufactures Baba chewing tobacco, Pass Pass mouth freshener and Rajnigandha paan masala.