DS Group forays in Confectionery market with ‘Chingles’ - Chewing Gum

Dharampal Satyapal (DS) Group, the rapidly growing multi-diversified conglomerate with popular FMCG brands like Catch Salt & Spices,  Catch® Natural Spring Water, beverages, Pass Pass and Rajnigandha announced its foray into the Confectionery market with the launch of  ‘Chingles’  chewing gum. Moving away from the traditional format for chewing gum, ‘Chingles’ will be mini gums available in sachets and multi-use zipper pouches. The product will be available across various outlets in India.

The leading brand of DS Group, Pass-Pass shall now encompass a broader portfolio of confectionery with Pass Pass Chingles as the first offering followed by other innovative products. ‘Chingles’ are available at an attractive offer MRP of Rs. 1 for 2.52 grams for a sachet and Rs 5 for 10.8 grams for a zipper pouch. 

DS Group will be investing around Rs 150 crore in setting up of this new business that will add to the topline of the Group in its first year. According to reports from EuroMonitor and Tata Strategic Management Group the entire confectionery market in India is a little over Rs 9000 crore of which the Chewing gum market is estimated to be a Rs. 1600 crore plus  growing at 25 per cent. The chewing gum market which constitutes 27 per cent of the total confectionary market is trailing behind sugar confectionery (44.2 per cent) and chocolate (28.6 per cent).

Commenting on the entry in confectionery market, Mr. Puesh Kumar, Director, DS Group said, “DS Group has forayed into the growing confectionery business to expand its foot print in the food space.   Food business, especially confectionery will be a new growth driver for the company. For the business, it is an extension of our product line where we can leverage the depth of our retail network. He added, “During the test marketing phase we received an overwhelming response to ‘Chingles’. The demand was so high that we had to delay the launch of ‘Chingles’ in metros to gear up our production to meet the anticipated quantities.”

‘Chingles’ is a refreshing “Mini” chewing gum offering exciting flavors suited to the Indian taste namely Nimbu, Saunf and Mint.

• Nimbu – Nimbu is a flavour which is now being explored in all segments including drinks. This flavour generates positive excitement amongst consumers and refreshes instantly.
• Saunf - In India, saunf is traditionally used as Mukhwas – an after meal digestive and mouth freshener. Until now no company has attempted use of this flavour in chewing gum category despite its natural mouth freshening ability.
• Mint - The most common and most selling flavour in the category, mint is a must-have as it is one of the flavours which has already been accepted by the consumers and would be a rider for other flavours.

The new product will be supported by a multi-media communication campaign including a new television commercial.

Pass Pass, the umbrella brand is based on the platform of ‘togetherness’ and ‘friendship’.  Taking off from this ‘Chingles’, a lively brand will bring friends and family together by playing fun filled pranks on each other to  enliven their lives. ‘Chingles’ is positioned as a brand full of life and laughter that will bring a smile to everyone’s face. It envisages bringing in humor with good spirit.

About DS Group: Dharampal Satyapal Group (DS Group) is an 1866 core diversified conglomerate, committed towards premium quality products & credited with several innovations over last seven decades. In last few years, a value-driven corporate, DS Group has successfully embarked on diversification in high growth sectors like  Food & Beverages, Hospitality, Packaging, Agro-Forestry, Rubber Thread and  Infrastructure with the Steel sheet plant at Agartala and Cement & Power projects at Meghalaya.

Pass Pass, Rajnigandha - the non tobacco Pan Masala, Tansen, the connoisseur’s choice, Catch Spring water, Catch flavoured water, Meetha Mazaa, Catch Spices, The Manu Maharani – super Deluxe property at  Nainital are some of the leading brands the group proudly shelters today.