Pass Pass Pulse

Pass Pass Pulse
Product typeConfectionery
OwnerDharampal Satyapal Foods Ltd.
CountryIndia
Introduced2015
MarketsIndia & overseas countries
Websitedsgroup.com

Pass Pass Pulse (trade name: Pulse Candy) is a hard-boiled candy[1][2] manufactured by Dharampal Satyapal Foods Ltd.,[3][4] a subsidiary of the Indian conglomerate Dharampal Satyapal Group.[5] Launched in 2015, the candy is flavored with raw mango and contains a tangy, spiced filling.[3][6][7]

History

Pulse Candy was developed by DS Group’s product team between 2013 and 2015. It was test-marketed in April 2015 in Rajasthan, Gujarat, and Delhi,[3][8] with later expansions into Maharashtra. The candy was priced at ₹1 per unit, double the price of many competitors’ products at the time.[9][10][2] Initial production relied on contract manufacturers in Hyderabad, Rudrapur, Ahmedabad, and Jamnagar.[11]

New flavors, including Guava and Orange,[12][13] were introduced in 2016, followed by Pineapple and Litchi.[14] In 2019, the brand launched Pulse Shots, a smaller variant,[15] and expanded into snacks with Pulse Natkaare (2021) and a tamarind-flavored product (2024).[16]

Operations

Pulse Candy generated ₹100 crore in sales during its first year (2015). By 2017, sales reportedly reached ₹300 crore, and the product entered international markets such as the U.S., UK, and Singapore.[9][17] As of 2024, DS Group’s confectionery division, which includes Pulse Candy, claims an annual turnover exceeding ₹1,000 crore.[5][18][19][20]

Case studies

  • Varma, Sanjay (2022). Introducing a New Candy: Development of a Marketing Plan by the DS Group (Report). IIM Ahmedabad Case Centre. Retrieved 29 June 2025.

References

  1. ^ Sarkar, John (2016-04-19). "DS Group's Pulse candy hits Rs 100 crore in 8 months, equals Coke Zero's record". The Economic Times. ISSN 0013-0389. Retrieved 2025-04-16.
  2. ^ a b Jain, Mayank (2016-05-24). "Pulse of the people: A brand of Indian candy becomes an unlikely social media icon". Scroll.in. Retrieved 2025-04-16.
  3. ^ a b c Mitra, Sounak (21 October 2015). "Word of mouth sends demand soaring for Pulse candy". Mint.
  4. ^ "'PELSE/PLUS++ may deceive consumers': Delhi HC grants permanent injunction to PULSE candy". The Indian Express. 2022-11-26. Retrieved 2025-04-16.
  5. ^ a b "DS Group's Pulse Candy recognized by IIMA as a case study in marketing excellence". The Economic Times. 2024-09-04. ISSN 0013-0389. Retrieved 2025-04-16.
  6. ^ "Candy Rush: How Pulse Got It Right". Forbes India. Retrieved 2025-04-16.
  7. ^ Sarkar, John (2017-06-09). "Pulse No. 1 in hard-boiled candy mkt". The Times of India. ISSN 0971-8257. Retrieved 2025-04-16.
  8. ^ "Makers of Baba chewing tobacco now launch Pass Pass Pulse candies". Business Standard. 8 September 2015.
  9. ^ a b Ray, Suchetana. "Rs 300-cr Pulse candy success leaves sweet taste for Rajnigandha pan masala-makers". Hindustan Times.
  10. ^ www.ETBrandEquity.com. "DS Group's Pulse Candy: The sweet that has set the candy market's pulse racing - ET BrandEquity". ETBrandEquity.com. Retrieved 2025-04-16.
  11. ^ "Pulse candy makers will now launch a masala mango juice to rival Frooti, Maaza and Slice". Scroll.in. 2016-09-18. Retrieved 2025-04-16.
  12. ^ Tyagi, Neha (2016-02-15). "Pass Pass Pulse launches new guava flavour". The Economic Times. ISSN 0013-0389. Retrieved 2025-04-16.
  13. ^ Mitra, Sounak (17 June 2016). "Parle tries to claw back ground lost to Pulse candy". Mint.
  14. ^ Samosa, Social (2019-12-13). "Pulse Case Study: Decoding brand UGC strategy with #PulsePePulseChallenge". www.socialsamosa.com. Retrieved 2025-04-16.
  15. ^ "The delicious flavour of Pulse now launched in Pulse Shots!". indiaeducationdiary.in. Archived from the original on 2024-06-17. Retrieved 2025-04-16.
  16. ^ Rajput, Gunjan (2025-02-20). "Rs 5000 cr aim! Pass Pass, Rajnigandha Pearls maker has a BIG 5-year plan after Rs 1000 cr sales in FY24". ET Now. Retrieved 2025-04-16.
  17. ^ www.ETRetail.com. "Pulse No. 1 in hard-boiled candy market - ET Retail". ETRetail.com. Retrieved 2025-04-16.
  18. ^ "Pulse's DSFL crosses Rs 1,000 crore mark, aims for Rs 5,000 crore in next 5 years". The Economic Times. 2024-05-22. ISSN 0013-0389. Retrieved 2025-04-16.
  19. ^ Rajput, Gunjan (2025-02-20). "Rs 5000 cr aim! Pass Pass, Rajnigandha Pearls maker has a BIG 5-year plan after Rs 1000 cr sales in FY24". ET Now. Retrieved 2025-04-16.
  20. ^ "Bharatpreneurs | The Story Of Pulse: Tangy Surprise In The Candy Market". www.timesnownews.com. Retrieved 2025-04-16.

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