Pulse (confectionery)

Pulse (Pulse Candy), officially known as Pass Pass Pulse, is a hard candy manufactured by Noida-based DS Group and marketed under its umbrella brand 'Pass Pass'. Originally launched in a 'Kachcha Aam' (raw mango) flavour, the hard-boiled candy is filled with tangy salt and spices (alike Amchoor) in its central core. Pulse is available in Kachcha Aam, Guava, Orange, Pineapple and Litchi flavours. In India, Pulse is sold for ₹1 per 4g candy.[1]

Pass Pass Pulse
TypeConfectionery
Place of originIndia
Created byDharampal Satyapal Group
Main ingredientsSugar, Amchoor, food coloring, food additive

History

Pulse was conceptualised in 2013, and an internal team dedicated to product development worked for two years on it.[2] Eventually, the product was launched in mid-2015 in Kachcha Aam (raw mango) flavour.[3] In December 2016, Pulse was launched in Guava and Orange flavour all across India. Pulse's formulation is being patented by its manufacturer (DS Group).[4]

Sales

In 8 months of its launch, Pulse's total sales accounted for ₹100 crores, equivalent to Coca-Cola Zero's sales.[5] In 2016, DS Group was producing 300-400 tonnes of Pulse each month. In March 2017, Pulse's overall sales accounted for ₹300 crores, beating the sales of Oreo and Mars Bars. The manufacturer DS Group is also setting up stores in the US, UK and Singapore.[6]

References
  1. "DS Group Pulse". DS Group. Retrieved May 1, 2017.
  2. "Word of mouth sends demand soaring for Pulse candy". Livemint. Retrieved May 1, 2017.
  3. "Pulse Candy hits whopping 300 crore sale in just 2 years, beats Cadbury and Coke Zero". India Times. Retrieved May 1, 2017.
  4. "Case Study: How Pulse made it a success and reached Rs 1 crore in just 8 months". DSIM. Retrieved May 1, 2017.
  5. "DS Group's Pulse candy hits Rs 100 Crore in just 8 months, equals Coke Zero's record". The Economic Times. Retrieved May 1, 2017.
  6. "Re 1 candy Pulse hits Rs 3000 crore sales in 2 years, MNCs feel the heat". The Economic Times. Retrieved May 1, 2017.
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