After hitting ₹750 crore in FY25, Pulse aims for next-level growth through innovation and diversification.
FMCG major Dharampal Satyapal (DS) Group is charting an ambitious course to transform its flagship brand, Pulse, into a ₹1,000 crore powerhouse within the next two years. The strategy? A bold expansion into new formats, regional flavours, and adjacent product categories.
In FY25, Pulse achieved sales of ₹750 crore, with an equal number-750 crore units– of its iconic ₹1 tangy hard-boiled candies sold. With this performance, Pulse has firmly established itself as India’s largest hard-boiled candy brand.
“We’re the largest player in the hard-boiled candy segment, holding a 19% market share, and growing at a 15% CAGR, which is ahead of the category average of 9%,” said Rajiv Kumar, Vice Chairman, DS Group.
The Indian hard-boiled candy market is currently valued at ₹4,000 crore.
From Candy to Category Leader
Launched in 2015, Pulse revolutionized the ethnic confectionery landscape with its signature tangy-spicy ‘kacha aam’flavour. Now, the brand is looking to evolve from a single-format success into a multi-format, multi-occasion brand that extends beyond traditional candy.
“Pulse is no longer just a candy-it’s a flavour experience that resonates across age groups and regions,” Kumar added. “Our focus now is to expand it into diverse textures, formats, and moments of consumption.”
Strategic Growth Plan
- Product Innovation: New textures, flavor formats, and snackable variants
- Regional Customization: Localized flavour profiles to tap into culinary diversity
- Global Expansion: Broaden international footprint
- Market Penetration: Strengthen presence across 3.5 million retail outlets in India
- Brand Storytelling: Boost consumer engagement through stronger narrative and identity
With these initiatives, DS Group aims to elevate Pulse from a cult favourite to a mainstream FMCG success story, blurring the lines between traditional confectionery and lifestyle snacking.
