When was the last time you unwrapped a candy and felt a little spark of nostalgia? If you’ve ever popped a DS Group Pulse candy into your mouth, you’ve probably had that “wow” moment.
This humble, hard-boiled candy is a shining example of innovation in the candy industry. DS Group, the masterminds behind Pulse, didn’t just transform the hard-boiled candy market—they reimagined it, blending tradition and creativity into a game-changing confectionery masterpiece.
How It BeganPulse Candy’s journey began in 2015, inspired by India’s love for raw mango spiced with tangy masala—a combination that’s an inseparable part of Indian childhoods. Drawing from this familiar and beloved flavor, DS Group created a product that was both nostalgic and innovative: a hard-boiled candy with a tangy burst hidden at its core.
This wasn’t just about flavor; it was about capturing the joy of long-forgotten childhood summers and the thrill of savoring something uniquely Indian. The result? A candy that wasn’t just consumed—it was cherished.
In just eight months, Pulse became a national sensation, raking in over ₹100 crore in sales. Its irresistible mix of fruity sweetness and tangy spice made it a universal favorite across all age groups, proving that the simplest ideas, when executed with perfection, often have the biggest impact.
Since its introduction, Pulse has dominated the hard-boiled candy market, contributing an impressive 45% to DS Group’s total confectionery revenue. How did they do that?
DS Group tapped into the Indian palate's affinity for ethnic flavors, creating a product that delivered not only great taste but also a nostalgic connection.
Being a candy that begins with a sweet, fruity flavor and unexpectedly delivers a tangy burst at its core, Pulse quickly became an instant favorite. It became a confectionery that has taken the Indian market by storm. With distinctive flavors like kaccha aam, orange, guava, pineapple, and litchi, Pulse continued to win hearts.
This exemplifies DS Group’s confectionery innovation, skillfully blending tradition with modern consumer expectations.
Before Pulse, the hard-boiled candy market was pretty predictable. It was dominated by the usual sweet, fruity, and predictable flavors. But DS Group dared to look beyond. They introduced Pulse candy with its innovative flavor profile, mixing sweet and tangy in a way that left people craving more.
In just a few short years, Pulse became the undisputed market leader, holding that title for eight consecutive years. While the overall confectionery market grew at a steady 9%GR, DS Group’s confectionery business raced ahead at 20%GR in the last three years.
DS Group didn’t stop at just making great-tasting candy. They innovated across the board. For starters, DS Group managed to achieve this level of success without investing heavily in manufacturing plants. That’s right—they outsourced production to third-party manufacturers, allowing them to focus on what they do best: brand building, marketing, and product innovation.
By not tying itself down with production, DS Group has been able to pour resources into expanding its distribution network, which spans an impressive 26 lakh retail outlets. The result? They’re everywhere, and they’re about to get even bigger. With plans to expand their reach in Western and Southern India, DS Group is positioning itself to dominate the market even further.
If you think Pulse is the end of DS Group candy innovations, think again. DS Group is constantly working on new products to tickle our taste buds. Case in point: the soon-to-be-launched Pulse Gol Mol, a soft, imli-flavored candy, is currently being tested in eastern India. And that’s not all—there’s a coffee-flavored hard-boiled candy and even an expansion of the LuvIt chocolate brand that DS Group acquired last year.
Their approach to innovation isn’t just about pushing boundaries—it’s about tapping into the power of nostalgia. After all, who doesn’t love a candy that takes them back to simpler times?
Now, let’s talk sustainability. You didn’t think DS Group was just about making sweet treats, did you? They are also taking giant steps toward sustainability. With a fleet of 800 electric vehicles supporting their distribution, they are reducing their carbon footprint in a big way. And they are not stopping there—plans to expand this eco-friendly fleet are already in the works.
It’s a smart move. Not only does it help the environment, but it also ensures that the delicious candy gets to your favorite local shop without a hitch.
With a goal of reaching crore in revenue from the confectionery business in the next five years, DS Group isn’t resting on its glories. They aim for a 30% Compound Annual Growth Rate (CAGR) over this period by leveraging their strong distribution network, rolling out new products, and continuing to invest in brand innovation.
So, the next time you unwrap a Pulse candy and savor that tangy-sweet kick, know that you’re tasting more than just candy. You’re tasting innovation in the candy industry, tradition, and the future of India’s confectionery landscape—all wrapped up in a little piece of candy.
