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Pass Pass Pulse
Product typeConfectionery
OwnerDharampal Satyapal Foods Ltd.
CountryIndia
Introduced2015
MarketsIndia & overseas countries
Websitedsgroup.com

Pass Pass Pulse (trade name: Pulse Candy) is a hard-boiled candy[1][2] manufactured by Dharampal Satyapal Foods Ltd.,[3][4] a subsidiary of the Indian conglomerate Dharampal Satyapal Group.[5] Launched in 2015, the candy is flavored with raw mango and contains a tangy, spiced filling.[3][6][7]

History

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Pulse Candy was developed by DS Group’s product team between 2013 and 2015. It was test-marketed in April 2015 in Rajasthan, Gujarat, and Delhi,[8][9] with later expansions into Maharashtra. The candy was priced at ₹1 per unit, double the price of many competitors’ products at the time.[10][11][12] Initial production relied on contract manufacturers in Hyderabad, Rudrapur, Ahmedabad, and Jamnagar.[13]

New flavors, including Guava and Orange,[14][15] were introduced in 2016, followed by Pineapple and Litchi.[16] In 2019, the brand launched Pulse Shots, a smaller variant,[17] and expanded into snacks with Pulse Natkaare (2021) and a tamarind-flavored product (2024).[18]

Operations

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Pulse Candy generated ₹100 crore in sales during its first year (2015). By 2017, sales reportedly reached ₹300 crore, and the product entered international markets such as the U.S., UK, and Singapore.[19][20] As of 2024, DS Group’s confectionery division, which includes Pulse Candy, claims an annual turnover exceeding ₹1,000 crore.[21][22][23][24]

Case studies

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Pulse Candy's marketing campaigns have included television commercials and regional festival activations. In 2017, its first TV ad used the tagline Pran Jaaye Par Pulse Na Jaaye, followed by a 2024 campaign featuring actors Saurabh Shukla and Abhishek Banerjee. The product was also featured in the 2024 film Ulajh.[25][26]

Academic case studies about Pulse Candy's business strategy have been published by institutions like the Indian Institute of Management Ahmedabad.[27]

Recognition

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In 2017, Pulse Candy organized an event featuring 1,150 kites at the Rann of Kutch.[28][29][30], which was recorded in the Limca Book of Records.

References

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  1. ^ Sarkar, John (2016-04-19). "DS Group's Pulse candy hits Rs 100 crore in 8 months, equals Coke Zero's record". The Economic Times. ISSN 0013-0389. Retrieved 2025-04-16.
  2. ^ Jain, Mayank (2016-05-24). "Pulse of the people: A brand of Indian candy becomes an unlikely social media icon". Scroll.in. Retrieved 2025-04-16.
  3. ^ a b Mitra, Sounak (21 October 2015). "Word of mouth sends demand soaring for Pulse candy". Mint.
  4. ^ "'PELSE/PLUS++ may deceive consumers': Delhi HC grants permanent injunction to PULSE candy". The Indian Express. 2022-11-26. Retrieved 2025-04-16.
  5. ^ "DS Group's Pulse Candy recognized by IIMA as a case study in marketing excellence". The Economic Times. 2024-09-04. ISSN 0013-0389. Retrieved 2025-04-16.
  6. ^ "Candy Rush: How Pulse Got It Right". Forbes India. Retrieved 2025-04-16.
  7. ^ Sarkar, John (2017-06-09). "Pulse No. 1 in hard-boiled candy mkt". The Times of India. ISSN 0971-8257. Retrieved 2025-04-16.
  8. ^ Mitra, Sounak (21 October 2015). "Word of mouth sends demand soaring for Pulse candy". Mint.
  9. ^ "Makers of Baba chewing tobacco now launch Pass Pass Pulse candies". Business Standard. 8 September 2015.
  10. ^ Ray, Suchetana. "Rs 300-cr Pulse candy success leaves sweet taste for Rajnigandha pan masala-makers". Hindustan Times.
  11. ^ www.ETBrandEquity.com. "DS Group's Pulse Candy: The sweet that has set the candy market's pulse racing - ET BrandEquity". ETBrandEquity.com. Retrieved 2025-04-16.
  12. ^ Jain, Mayank (2016-05-24). "Pulse of the people: A brand of Indian candy becomes an unlikely social media icon". Scroll.in. Retrieved 2025-04-16.
  13. ^ "Pulse candy makers will now launch a masala mango juice to rival Frooti, Maaza and Slice". Scroll.in. 2016-09-18. Retrieved 2025-04-16.
  14. ^ Tyagi, Neha (2016-02-15). "Pass Pass Pulse launches new guava flavour". The Economic Times. ISSN 0013-0389. Retrieved 2025-04-16.
  15. ^ Mitra, Sounak (17 June 2016). "Parle tries to claw back ground lost to Pulse candy". Mint.
  16. ^ Samosa, Social (2019-12-13). "Pulse Case Study: Decoding brand UGC strategy with #PulsePePulseChallenge". www.socialsamosa.com. Retrieved 2025-04-16.
  17. ^ "The delicious flavour of Pulse now launched in Pulse Shots!". indiaeducationdiary.in. Archived from the original on 2024-06-17. Retrieved 2025-04-16.
  18. ^ Rajput, Gunjan (2025-02-20). "Rs 5000 cr aim! Pass Pass, Rajnigandha Pearls maker has a BIG 5-year plan after Rs 1000 cr sales in FY24". ET Now. Retrieved 2025-04-16.
  19. ^ Ray, Suchetana. "Rs 300-cr Pulse candy success leaves sweet taste for Rajnigandha pan masala-makers". Hindustan Times.
  20. ^ www.ETRetail.com. "Pulse No. 1 in hard-boiled candy market - ET Retail". ETRetail.com. Retrieved 2025-04-16.
  21. ^ "DS Group's Pulse Candy recognized by IIMA as a case study in marketing excellence". The Economic Times. 2024-09-04. ISSN 0013-0389. Retrieved 2025-04-16.
  22. ^ "Pulse's DSFL crosses Rs 1,000 crore mark, aims for Rs 5,000 crore in next 5 years". The Economic Times. 2024-05-22. ISSN 0013-0389. Retrieved 2025-04-16.
  23. ^ Rajput, Gunjan (2025-02-20). "Rs 5000 cr aim! Pass Pass, Rajnigandha Pearls maker has a BIG 5-year plan after Rs 1000 cr sales in FY24". ET Now. Retrieved 2025-04-16.
  24. ^ "Bharatpreneurs | The Story Of Pulse: Tangy Surprise In The Candy Market". www.timesnownews.com. Retrieved 2025-04-16.
  25. ^ "Passpass Pulse candy launches new out-of-home campaign". Mint.
  26. ^ Tewari, Saumya. "Why is Pulse candy praising Swiggy, Netflix and Coca Cola on social media?". Mint.
  27. ^ "DS Group's Pulse Candy recognized by IIMA as a case study in marketing excellence". The Economic Times. 2024-09-04. ISSN 0013-0389. Retrieved 2025-04-16.
  28. ^ "DS Group enters the Limca's Book of Records by showcasing 1,150 kites at Rann of Kutch". www.afaqs.com. Retrieved 2025-04-16.
  29. ^ "DS Group Enters Limca Book of Records with Pulse of the Sky Campaign". APN News. 2024-05-15. Retrieved 2025-04-16.
  30. ^ Kumar, Arvind. "Pulse Candy rules Kutch's sky with 1,150 kites". Hindustan Times.
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