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Rs 300-cr Pulse candy success leaves sweet taste for Rajnigandha pan masala-makers
Hindustan Times, New Delhi, 09 March, 2017


A hard-boiled, tangy candy from an Indian company better known for making pan masala is giving sleepless nights to billion-dollar leaders of the confectionery market.

The Pulse candy from Dharampal Satyapal (DS) Group has registered sales worth Rs 300 crore since its launch in mid-2015, leaving more established multi-nationals scurrying for new market strategies.

The candy market in India, worth Rs 6,600 crore, is growing at an annual rate of 12-14%. Italy’s Perfetti, which makes Alpenliebe, Chlor-mint, Mentos candies and Happydent chewing gum, leads the market with more than Rs 2,000 crore in annual sales.

Parle, ITC Ltd and Wrigley are the other major players in the segment.

But it’s Pulse that is racing up to competition.

Priced at Re 1, the candy clocked Rs 100 crore in revenue within eight months of its launch. It has now become the centrepiece for the DS Group, which also makes Rajnigandha pan masala, Catch spices and Pass Pass mouth freshener.