No ads. No influencers. Just a tangy surprise that hit 100 crore in sales within 8 months of launch.
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No ads, no influencers just a tangy twist that captured India’s heart.
In 2015, DS Group entered a saturated confectionery market with a bold offering, Pulse Candy, priced at just ₹1. At first glance, it seemed like just another raw mango-flavored candy. But what made Pulse irresistible was its unexpected spicy, tangy core, a nostalgic throwback wrapped in a surprising zing.
Despite the market being flooded with options, Pulse stood out without the backing of flashy advertisements or celebrity influencers. Instead, it relied on the power of taste, timing, and trust. And the results? Nothing short of iconic.
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The Pulse of the People Within just 8 months, Pulse transformed from an unknown product into a ₹100 crore brand, reaching over 8.5 lakh retail outlets across India.
What made it unstoppable?
Balwadkar
₹1 pricing — affordable for all
Better margins for retailers
No inflation-driven price hikes
Premium experience with mass accessibility
DS Group didn’t just launch a candy, they launched a feeling. One that triggered childhood memories of mangoes with salt and masala, cleverly wrapped in modern packaging.
This masterstroke of mass appeal with premium punch has now become a textbook case of marketing magic without marketing noise.
As Pulse continues to hold a firm place in the Indian consumer’s heart and palate, it reminds us that great taste, smart pricing, and deep insight into culture can build empires, even from a tiny ₹1 candy.
