DS Group is a leading Indian conglomerate known for its diverse range of products, from mouth fresheners to innovative confectionery. With decades of experience, they have grown into a major player in India’s confectionery business.
DS Group saw the potential to expand beyond mouth fresheners, diving headfirst into the Indian confectionery business. With expertise in blending traditional flavours and a knack for understanding the Indian palate, they ventured into candies, gums, and everything in between. And guess what? India loved it!
From Pass Pass to Pulse
DS Group didn’t just want to make another candy. They wanted to create something that got people talking – and that’s exactly what they did.Building on this success, DS Group decided to expand into the candy world, and that’s where Pulse came in. Pulse is a fun, tangy candy that combines sweet and sour flavours, with its famous Kachcha Aam (raw mango) version becoming an instant hit.
This shift from making mouth fresheners to exciting candies like Pulse highlights DS Group's ability to create products that people love, helping them stay on top of the Indian confectionery industry.
A Closer Look at the Products
Here are some of the iconic treats that have helped DS Group become a dominant force in the Indian confectionery scene:1. Pass Pass – The Beginning of It All
The journey into DS Group confectionery began with Pass Pass, which quickly became much more than just a mouth freshener—it turned into a cultural phenomenon. The familiar sachets filled with the fragrant saunf (fennel seeds) and elaichi (cardamom) resonated with millions across the country. DS Group took traditional flavours and modernized them, creating a product that completed every meal. The idea was simple: why not offer a refreshing finish to every meal? This approach worked, and Pass Pass became a household name, laying the foundation for their future endeavours.2. Chingles – Chewing Gum with a Twist
Building on the success of their mouth freshener, DS Group ventured into the world of chewing gum with Pass Pass Chingles. These mini gums added a playful and refreshing element to everyday life. Whether you preferred a minty kick, fruity burst, or the excitement of cola fizz, Chingles catered to various preferences. They also ensured the product was convenient, offering multi-serve packs for easy sharing or individual enjoyment. This expansion into gum kept things fresh, literally and figuratively, and further strengthened their position in the confectionery business.3. Pulse – The Tangy Disruptor
One of their most notable successes is undoubtedly Pulse, the candy that revolutionized the market. Pulse wasn’t just any candy; it was an experience. It starts sweet and fruity, but just when you think you've got it figured out, the tangy core surprises your taste buds. This unexpected burst of flavour set Pulse apart and made it an instant sensation nationwide.
The Kachcha Aam (raw mango) version became a massive hit, and they expanded the lineup to include other flavours such as guava, pineapple, and orange, each offering its own unique balance of sweetness and tanginess. The success of Pulse showcased DS Group’s ability to innovate and capture the hearts of Indian consumers.
4. FRU Juicy Jelly – The Chewy, Fruity Delight
Another standout product is FRU Juicy Jelly, a delicious offering in the gummy segment. What makes FRU Juicy Jelly special is its real fruit extracts, making it a healthier option compared to typical jelly candies. With flavours like strawberry, guava, and mango, these chewy treats cater to fruit lovers of all ages. By focusing on quality and natural ingredients, DS Group elevated the jelly candy category and further expanded its foothold in the Indian confectionery market.Conclusion – From Fresh Breath to Sweet Dominance
So, how did DS Group go from a simple mouth freshener brand to dominating the Indian confectionery scene?It’s all about innovation, tradition, and understanding the Indian consumer. DS Group has stayed true to its roots, incorporating traditional flavours, but always with a twist, whether it’s the tangy surprise inside a Pulse candy or the refreshing burst from a Chingles gum.
