From ₹1 to ₹1,000 Crore: Pulse Candy’s Flavor-Packed Journey

Pulse Candy, the iconic tangy treat from Dharampal Satyapal (DS) Group, is on track to achieve a ₹1,000-crore brand valuation within the next two years, according to Vice Chairman Rajiv Kumar. Having already crossed the ₹750-crore revenue milestone in FY25, the brand’s meteoric rise continues to reshape India’s confectionery landscape.

 

Key Highlights:

 

Pulse Candy recorded sales of 750 crore units in FY25, each priced at ₹1, resulting in ₹750 crore in revenue.

 

The brand has achieved a 15% CAGR over the last three years, outpacing the 9% industry average and capturing a 19% share of the hard-boiled candy market.

 

Since its 2015 launch, Pulse has become the largest hard-boiled candy brand in India, celebrated for its raw mango flavor with a tangy masala core.

 

DS Group plans to evolve Pulse into a multi-format, multi-occasion offering, branching into adjacent product categories, new formats, and regional flavors.

 

The company is leveraging its robust distribution network, reaching over 3.5 million retail outlets across India, to deepen market penetration and expand consumer engagement.

 

International expansion is a priority, with focus markets including the US, Canada, Nepal, and Bhutan.

 

Pulse’s success is attributed to its unique flavor profile, strong brand building, and consistent consumer engagement, making it a standout in both rural and urban markets.

 

DS Group remains committed to innovation and leadership in the confectionery sector, aiming to sustain Pulse’s growth momentum and reach the ₹1,000-crore mark soon.

 

Source: The Economic Times, The Financial Express, The Hindu Business Line