Pulse, the iconic raw mango-flavoured candy from the Dharampal Satyapal (DS) Group, has achieved a major milestone—crossing ₹750 crore in revenue for FY25. With a remarkable 15% year-on-year growth, Pulse has outpaced the overall confectionery industry’s average growth rate of 9%.
Launched in 2015 at ₹1—double the price of standard candies at the time—Pulse disrupted the market with its unique combination of tangy raw mango and masala. This innovative flavour profile quickly captured consumer attention, and today, Pulse commands a 19% share of India’s ₹4,000 crore hard-boiled candy market.
According to Rajiv Kumar, Vice Chairman of the DS Group, Pulse’s success lies in its wide availability—now present in over 35 lakh retail outlets across both urban and rural India—and its strong emotional connect with consumers. Building on this momentum, the brand is now setting its sights on international markets including the US, Canada, Nepal, and Bhutan.
While raw mango remains the top-selling flavour, Pulse has successfully diversified its portfolio by introducing variants like orange, guava, pineapple, and litchi. The brand now contributes nearly 45% to DS Group’s confectionery business, which includes other popular names like Pass Pass, Chingles, FRU, Juicy Jelly, and Rajnigandha Pearls.
In FY25, DS Group reported a total turnover of ₹10,000 crore, with contributions from food and beverages (42%), mouth fresheners (38%), tobacco (approximately 9%), and hospitality (3%). The group now aims to double its turnover to ₹20,000 crore by 2029.
Pulse’s growth story is a testament to the power of innovation, distribution, and brand identity in the FMCG sector. It continues to be a standout example of how a ₹1 product can transform an entire category.
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