DS Group’s iconic Pulse brand achieves 750 crore candies sold in FY 2024-25, redefining India’s confectionery landscape with its bold, tangy flavors and disruptive market strategy.
New Delhi, June 27, 2025: DS Group, India’s leading FMCG conglomerate, has announced a landmark achievement for its flagship confectionery brand, Pulse Candy, which recorded over ₹750 crore in consumer sales for FY 2024-25—equivalent to 750 crore candies sold in a single year. This milestone reaffirms Pulse’s market leadership as India’s No. 1 hard-boiled candy for nine straight years, underscoring its enduring appeal across urban and rural markets.
Over the past three fiscal years, Pulse has registered an impressive 15% CAGR, outpacing the broader hard-boiled candy segment’s 9% CAGR. According to market data, Pulse commands a 19% market share, a remarkable feat given the highly competitive nature of the category.
Mr. Rajiv Kumar, Vice Chairman, DS Group, highlighted the strategic evolution of Pulse: “Our vision is to transform Pulse into a multi-format, multi-occasion offering by expanding into adjacent categories and innovating with regional flavors. With a distribution reach of over 35 lakh outlets, we’re focused on scaling both domestically and internationally.”
Pulse’s meteoric rise is attributed to its unique fusion of fruity and tangy flavors—particularly the raw mango core—which offered Indian consumers a refreshing alternative to Western-format candies. Launched in 2015, Pulse disrupted the segment by debuting at ₹1 when 86% of the market operated at the 50-paise price point. This bold pricing strategy positioned Pulse as a premium yet affordable indulgence, deeply resonating with value-conscious Indian consumers.
“Pulse revolutionized confectionery by proving candies aren’t just for kids,” Mr. Kumar noted. “We tapped into adult preferences, broadened the consumer base, and broke clutter with our innovative packaging and sharp positioning.”
Pulse’s differentiated approach has not only driven consumer loyalty but also earned recognition as an IIM Ahmedabad case study on marketing excellence, highlighting its innovative strategies, market disruption, and consumer insights. Its campaigns, such as the ‘Pulse of the Sky’—which set a Limca Book of Records milestone with 1,150 kites flown simultaneously—have further bolstered brand engagement.
Expanding on its success, Pulse recently launched Pulse Golmol – Imli Flavour, a nostalgic soft chew infused with natural tamarind, tapping into India’s love for traditional tangy treats.
Beyond Pulse, DS Group’s confectionery portfolio includes acclaimed brands like Pass Pass, Rajnigandha Silver Pearls, Chingles, Oval, Piñata, Cherio, and LuvIt, each reflecting the company’s commitment to quality and innovation. DS Group’s pioneering efforts have transformed the Indian ethnic confectionery space into a branded, organized market, offering consumers exciting, flavorful options rooted in local tastes.
