Launches Kachcha Aam flavoured hard boiled candy
DS Group announces its entry into Rs.1800 crore hard boiled candy segment with the launch of Pass Pass 'Pulse', thus expanding its confectionary portfolio. 'PULSE' is a Kachcha Aam flavoured hard boiled candy, with a tangy twist.
Taking a cue of coming closer by sharing happiness in our lives, from the communications of its umbrella brand Pass Pass, PULSE is positioned on touching the pulse with friendship. Be it making new friends or maintaining existing friendship; the brand seeks to be the reason behind it. The new candy is not a mere candy but an experience of flavours combined with the gesture of sharing. It is available in pillow pack at the cost of Rs.1 per pack.
PULSE will leverage on the distribution network of Pass Pass to reach out to the target group. The initial phase of the launch will be supported extensively with BTL activities like in-shop display, exclusive merchandise promotion and focused sampling through various consumer contact activities to gather visibility and reach. Subsequently after the all India launch, a plan for ATL activities will be drawn up to further give a push to the brand.
DS Group entered the Confectionary business in 2012 with the launch of 'Pass Pass Chingles' -mini chewing gums. One of the company's leading brand Pass Pass was repositioned to encompass a broader portfolio of pioneering products in Confectionary business. From traditional after mints to the fun-filled mini chewing gums 'Chingles', DS confections offer the choicest innovative flavours in Mint, Nimbu, Saunf, and Tutti Frutti flavours that are available in Rs.1 sachet, Rs.5 zipper and Rs. 10 fliptop packs.
About DS Group: Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate, with a turnover of more than Rs 4800 crores last year. The Group has strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure. The Group has strengthened its presence in F&B category by entering in Dairy and Confectionary segment. DS Group is committed towards premium quality products & credited with several innovations over last eight decades.
Catch Spices, Catch Spring water, Catch flavoured water, Chingles-the mini chewing gums, Piyoz, Ksheer, Dairymax, Tulsi, Pass Pass, Rajnigandha, Tansen, Tulsi Saada, Rajnigandha Pearls, The Manu Maharani, Namah and Unitex are some of the leading brands the Group proudly shelters today. Rajnigandha Clove and Tansen Blues are the latest addition to the pan masala category.
DS Group has chosen to mesh their social commitment into business vision. The Company has been working all over the country, on a wide range of CSR programmes on ground all over the country. The Group works strongly on the principles of integrity, dedication, resourcefulness and commitment.