THIS CANDY BRAND HAS TAKEN THE MARKET BY STORM AND CROSSED THE 100 CRORE MARK IN JUST 14 MONTHS

jatin grover 29-Dec-2016 Image Source

The 6000 crore Indian Candy market these days is witnessing a shrieking growth. Really, it seems candies have found a space in the kitchens of every Indian household as it has fascinated the taste buds with its sweetness which is now paying rich awards to the Candy Industry.

The players in the Hard-boiled Candies (HBC) sector are propelling the market to grow at 1.5 times the growth of FMCG Sector in the country. And when it comes to the star player in this Candy category, it is none other than “Pulse Candy”. Yes, almost everyone in the country has tasted the Pulse Candy once and more interesting is the fact that “Pulse Candy” has crossed the 100 crore mark within just 14 months of its launch equaling the record of Coke Zero (CocaCola’s diet drink).

Pulse Candy is a brand of Dharampal Satyalpal Group, which was founded in the year 1929 and is a maker of Catch Spices, Rajnigandha Pan Masala and other dairy products. In its confectionary sector, it manufacturers Pass Pass Chingles and Pass Pass Pulse. The DS group correctly researched on the taste buds of people and blasted the market with its unique product in the candy sector i.e. Pulse which has become a game-changer in the Candy Industry.

1. How Pulse Candy disrupted the HBC Market?

Taking the market by storm, Pulse Candy introduced a startling flavor of Kachha aam adding a tinge of Kala Namak and Raw Green Mango sweetness to it. The product is priced at Re.1 and set a trend for other companies which earlier used to sell 4gm hard boiled candies for 50 paise. An attractive black-green colored wrapper makes it a complete product. Yes, Pulse Candy is one of the most successful example of â€œWord of Mouthâ€ promotions with social media pushing the outreach of the product.

Image Source

It is seen as a tough competitor to other players in the market with "Parle" being the dominant player with its Mango Bite brand and "Ibisco" manufactured Kopico (coffee flavor) brand is also the biggest player in Hard-boiled candies sector. Letâ€™s see how "Pulse Candy" aims to be among the top 3 candies of India.