It seems that Modi ji’s ‘Make in India’ would soon turn into reality with a foundation laid by our very own Pulse Candy. A bright green candy with a liquid aam panna centre had suddenly jumped up to be a 100 crore empire within just eight months of its launch. Earlier, we didn’t even know that it existed but now we are sure that it has a way to go.
Pulse, a raw mango flavored tangy candy, was launched by DS Group, makers of Rajanigandha pan masala and Catch bottled water, in mid-2015. Within a month, the demand got so high that the roadside kiosks started selling it for a hiked 50paisa per piece.
And now, the Re 1 candy has clocked Rs 300 crore in sales, beating MNC blue chip munchie brands such as Oreo (Rs 283 crore in sales, launched in 2011) and Mars bars (Rs 270 crore in sales, launched in 2011) as reported by The Economic Times.
Despite being launched in just 3 states, Rajasthan, Gujarat and Delhi—in a test-marketing drive in April 2015, the candy managed to break all records.
DS Group senior vice-president (new product development) Shashank Surana said: “Pulse is a highly scalable brand and it has resonated exceptionally well with consumers. The brand has huge potential.” DS is starting to sell Pulse in stores in Singapore, the UK and the US, and may also consider patenting its formulation, Surana said.
It’s hard to pick as to why Pulse’s sale is rising over other brands, experts say that it is because of its innovative taste and incredible branding.