Pulse aims to build on its strong equity: Jyotiroop Barua

Pulse Candy, the hard-boiled candy from Dharampal Satyapal Group, has been one of India’s most remarkable FMCG success stories. Its popularity even inspired an IIM Ahmedabad case study highlighting how the brand disrupted the candy category through innovative marketing and a bold ?1 price point—double the segment’s prevailing rate at the time.

Launched in 2015, Pulse crossed ?100 crore in revenue within just eight months and surpassed ?250 crore by 2025. With the hard-boiled candy market currently valued at around ?4,000 crore, DS Group is now aiming for ?1,000 crore in revenue over the next two years, according to reports.

The journey of Pulse began with the phenomenal success of Pulse Kaccha Aam, a product that not only redefined the hard-boiled candy category but also elevated the price point for the entire segment. Today, it stands as a marketing case study, illustrating how a deep cultural insight can be fused with product innovation to create an iconic brand. After Kaccha Aam, the portfolio expanded with variants such as orange, pineapple, guava, and litchi—each rooted in quintessential Indian flavour preferences. More recently, the launch of Pulse Golmol Imli Goli further demonstrated how the brand continues to blend cultural resonance with inventive formats.

Jyotiroop Barua, Business Head–Confectionery at DS Group explains, “The success of Pulse Kaccha Aam and subsequent launches like Pulse Golmol Imli Goli stems from a deliberate and balanced strategy that marries cultural nuance with innovation. Our core thought process revolves around finding a powerful cultural insight—a deeply familiar and beloved Indian flavor profile—and then applying a disruptive product or format innovation to it.”

India’s long-standing love for chatpata flavours (tangy and spicy) offered the perfect foundation. Kaccha Aam, with its raw mango tang and masala, evoked both familiarity and nostalgia. The innovation came in the form of a two-stage sensory experience—a hard candy exterior encasing a burst of powdered tangy core. This combination transformed a classic flavour into a dynamic, addictive experience that not only delighted consumers but also justified a premium and set a new benchmark for the entire hardboiled candy category. Building on this innovation-first mindset, the brand expanded within the hard-boiled candy segment by introducing Pulse Shots and a Western-style soft chew, Pulse Pops.

Barua says, “At its core, it's not just about the tangy twist; we’re bringing our unique twist into adjacent categories, beyond hardboiled candy, expanding into new and relevant subcategories. Other subcategories are currently under study and we are exploring extensions wherever possible.” The expansion into soft-bite candies with Pulse Golmol Imli Goli is a reflection of this same approach. Tamarind, a flavour deeply embedded in Indian culinary culture and nostalgia, has always featured prominently in traditional goli formats sold largely in unorganised markets. By transforming this ethnic favourite into a refined, hygienically packaged, and standardized soft-bite product, the brand successfully bridged cultural sentiment with contemporary consumption expectations. This balance of cultural nuance and sensory innovation has allowed S Group to consistently deliver products that resonate emotionally while disrupting their categories.

Pulsating Virality

From a marketing standpoint, Pulse’s ascent began organically. Its distinctive flavour profile created strong word-of-mouth momentum and consumer buzz, leading to rapid product-led virality with minimal initial advertising. As the brand scaled, it introduced targeted ATL campaigns and immersive on-ground initiatives—Pulse Candy Day, Pulse Compliment Day, Pulse Ganesh Mahotsav, Pulse Ka Pandal, Pujoy Pulse, and Pulse of Sky—to drive brand engagement and visibility. Many of these have now evolved into annual properties, reinforcing the brand’s presence across regions and consumer cohorts. Campaigns such as Beat the Bean, Grab the Pulse, and Raise the Pulse—built around interactive and gamified formats—further amplified engagement, especially among younger audiences. Barua says, “Digital platform and influencer engagement further helped Pulse connect with younger audiences. The real strength of our strategy has been consistency—keeping the messaging aligned with the product’s surprise factor and ensuring visibility across general and modern trade as well as having an omnichannel presence.”

Leveraging The Festive Spirit

Festive marketing, in particular, has emerged as a key pillar of the brand’s identity, with DS Group doubling down on its IP-led campaigns during peak cultural moments. In 2025, the strategy continues to build on these annual properties while introducing new elements to keep consumer excitement high. Barua explains, “The strategy is to bring in some innovative formats while maintaining the core philosophy. We have observed that consumers expect something new from the brand every year, while also expecting the core excitement and playfulness to remain.”

For instance, the ‘Pujoy Pulse’ initiative during Durga Puja in West Bengal retains its central thematic thread each year, even as the execution evolves. The latest edition, created in collaboration with TV9 Bangla, was anchored in the theme “GOL KA MOL,” drawing from the circular motifs and integral to Durga Puja traditions. Spotlighting Pulse Golmol’s tangy imli flavour, the campaign celebrated Bengal’s women as the custodians of cultural heritage through AI storytelling films, a “Real-life Durgas” video series showcasing the journeys of women from West Bengal, features on women artisans, and an interactive on-ground canter activation that incorporated AI caricatures and an “interactive wheel of blessings.”

These campaigns build on the foundation laid the previous year, when an AI-generated video titled “Pulse of Durga Puja” explored the festival’s origins, traditions, and emotional resonance. The integrated campaign extended across TV and digital platforms, complemented by a series of stories featuring artisans, historians, influencers, and prominent families. Whether through microsites, interactive games, or customized digital avatars, every on-ground activity was supported by a digital extension aimed at sustaining engagement beyond the festival environment.

Establishing Presence In The Chocolate Segment

In 2022, DS Group’s acquisition of The Good Stuff Pvt. Ltd., owners of the LuvIt chocolate brand, marked a significant step in strengthening its confectionery portfolio and establishing a footprint in the chocolate segment. He says, “This move was aimed at enabling us to expand our product portfolio, thereby reaching new consumers and markets. The integration process has been completed.” LuvIt has emerged as a complementary addition to the group’s existing strengths of innovation and quality. The acquisition has helped the company enhance its influence in southern India and broaden its portfolio across the chocolate and non-chocolate segments. At the same time, LuvIt stands to benefit from DS Group’s extensive national distribution network.

Eye on the Future

As DS Group looks to the future, Pulse remains a priority growth engine within its portfolio. The company is committed to strengthening its leadership in the confectionery space and fostering innovation across formats and categories. Barua notes, “Pulse aims to build on its strong equity by expanding into adjacent categories, exploring new product formats, regional flavour profiles, and delivering innovative experiences that cater to evolving snacking moments and preferences. This reinforces DS Group’s expertize in flavours and fragrances.”