The Success Story Of Pulse Candy In India

Consider this: In a nation with 1.25 billion inhabitants overall, a Re 1 candy. Sales of this Pulse candy reached Rs 300 crore in just two years. Do you think it’s possible that nearly every Indian tasted this candy at least three times? Even though the translation is imperfect, it’s difficult to think otherwise.

Starting point of Pulse Candy

People typically receive candies from stores rather than loose coins. However, individuals were buying large quantities of Pulse. The DS Group, the company behind Rajanigandha pan masala and Catch bottled water, introduced Pulse, a raw mango-flavoured, tart candy, in the middle of 2015. None of its competitors were aware that this hard-boiled candy was preparing an attack. Pulse equalled the record of Rs 100 crore in just eight months.

A success based on the taste of the Pulse Candy

Because of its distinctive taste, Pulse upended the market. People of all ages took an immediate liking to the hard-boiled kaccha aam (raw mango) candy.

‘Magical Core’ is created

The sweet was conceptualised sometime in 2013, even though it was first produced in 2015. The product development team at DS Group discovered that one of Indians’ favourite flavours is raw mango. Kaccha aam (26%) and mango taste (24%) jointly account for 50% of the HBC market during that time. The group learned that kachcha aam is consumed with a combination of salt and spices. So the group decided to create a kaccha aam candy that was loaded with powder.

Pulse Candy’s achievement

Choosing the Right Product for Pulse Candy

To create the ideal product, DSG worked hard for a long time. The organisation discovered that individuals of all ages in India consumed raw mango. Additionally, there was a thorough market study and research on the candy.

To maximise the odds of success, a product like Pulse would target every market category. Additionally, the company included a surprise element to the candy (which transforms its flavour from sour to sweet towards the finish). It was done in order to keep things interesting for the consumers. Because of all these characteristics, consumers became dependent on candy and continued to consume it daily.

Hold Distribution Strong

The distribution channel is the single most important success component for any minimal-involvement FMCG product. The likelihood of the product being embraced by the market is great if the company can expand its reach and visibility. The company that created Pulse, DS Group, already had a significant presence in stores thanks to the success of Rajnigandha, the top Pan Masala brand with a market share of more than 70%. The company was able to quickly retain a strong distribution hold for Pulse by capitalising on the breadth of its reach. Within the first few months of its release, the candy was sold everywhere, from a panning booth to a large retail store, and from urban to rural locations.

Beautiful Packaging of Pulse Candy

Packaging is extremely important in the candy market because there is no brand loyalty and most purchases are done on an impulsive basis. The colourful packaging of Pulse candy boosted its visibility and grabbed customers’ attention, encouraging them to at least taste the candy once (and eventually, the majority of them developed an addiction to it, driving up sales).

Word-of-mouth advertising

One of the least expensive and most effective forms of advertising is word of mouth. DSG did not invest in marketing or advertising, and word-of-mouth spread the candy’s popularity (perhaps because it’s a fantastic product).

Many people told their friends and family about the candy. ‘Pulse – Fan Communities’ were even created on Facebook by certain people. Others even referred to it as “The Pulse of the Nation.”

Value for the Money for the Pulse Candy

Even though many major players were offering candy for $0.5, Pulse was charging $1. The weight of the candy was increased from the industry standard of 2.5gm to 4gm to support the price. Additionally, the candy offered its consumers a surprise factor along with a dual taste (sweet and sour). All of this ensured that consumers thought it was a worthwhile purchase. The aforementioned notion is also supported by the fact that DSG was able to increase production when demand for the candy increased because of capacity limitations.

People were paying more for the candy as a result (many Kirana stores charged up to 1.5). This demonstrates the buyers’ eagerness to buy the confectionery in no uncertain terms.

The Future Route of Pulse Candy

‘When a product is right, you don’t have to be a Great Marketer,’ said Lee Iacocca, and Pulse Candy has demonstrated the truth of this statement. It sounds like an impossible challenge to make 300 crores in just two years, let alone in the competitive and less differentiated candy market, and many people would not even dream of such a start for a sweet price of one rupee.

But Pulse has demonstrated that anything is achievable with significant R&D, a fantastic product, or/and a unique innovation. The fact that the pulse product was well received by a variety of demographics, including smokers, college students, children, and working adults, speaks much about its quality. The challenging portion of the trip for the candy, Pulse, to rank among the top three candies in India has just begun. It will be interesting to watch what development strategy DSG adopts for its heroic brand now that several comparable candies have caught up to it.

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