India’s blockbuster candy
DS group’s candy brand’s turnover reached INR 800cr in a year.
DS group’s candy brand’s turnover reached INR 800cr in a year.
Celebrity chef Vikas Khanna can’t have enough of Pulse. It has silently captured the candy’s market share.
Who is this rockstar?
Pulse is Dharampal Satpal group’s baby. DS group is from Noida, with an annual turnover of more than INR 7700 crore.
They operate businesses in confectionary, mouth freshners, food and beverages, dairy, hospitality, forestry, packaging and tobacco.
Their famous brands are…
Catch spices
Catch soda and diet drinks
Dairy max
Rajnigandha & Baba
Pass Pass & Pulse
How did this happen?
Rajiv Kumar, group’s vice chairman gave a online product brief. He said, “ Agar product chatpata ho, toh aapki aankh bandh honi chahiye, varna maza nahi aaya.” R&D team responded with a hard boiled candy for INR 1.
Within eight months it had sold 100 crore candies. It also meant it brought in INR 100cr as revenues. Word of mouth and strong distribution helped it grow.
Worth watching: Pran jaye par vachan na jaye ads here and here.