DS Group’s flagship brand, Pulse Candy, has crossed ₹750 crore in consumer sales in FY 2024-25, selling 750 crore units and retaining its No. 1 position in India’s hard-boiled candy segment for the ninth consecutive year. With a 19% market share and a 15% CAGR over the past three years—well above the industry’s 9%—Pulse continues to outperform, driven by its tangy raw mango flavor and disruptive ₹1 pricing.
The brand’s journey from launch in 2015 to becoming a cultural icon includes format innovations like Pulse Shots and flavors like Guava, Litchi, and Pineapple. Strategic marketing, such as the award-winning ‘Pulse Ka Pandal’ and the ‘Pulse of the Sky’ campaign, which entered the Limca Book of Records, have reinforced its presence.
In Siliguri, local retailers report high consumer engagement, especially among youth, with the original Kachcha Aam variant remaining the top seller. Repeat purchases and word-of-mouth continue to drive demand, supported by DS Group’s strong distribution.
DS Group plans to extend Pulse into multi-format, multi-occasion offerings and expand globally, building on its stronghold in India’s ethnic confectionery space alongside other brands like Pass Pass, Rajnigandha Silver Pearls, and Chingles.
