Pulse, a candy that costs Re 1, has become a multi-hundred crore brand in nine years. Dharampal Satyapal Group’s Vice-Chairman Rajiv Kumar anticipates their Pulse candy brand to achieve Rs 1,000-crore revenue within two years, following its successful milestone of Rs 750-crore in FY25.The company reported sales of 750 crore units of Pulse candy at Re 1 per unit, generating Rs 750 crore in revenue during 2024-25. The current valuation of India’s hard boiled candy market stands at approximately Rs 4,000 crore.The DS Group intends to expand Pulse candy’s portfolio by introducing new product categories, formats and local flavour variants, building upon its current position as a prominent Indian ethnic confectionery brand, Kumar told PTI.Kumar reportedly said, “We are the largest player of hard-boiled candy in the country with a market share of 19 per cent, growing at 15 per cent CAGR in the last three years, at a time when the industry growth in the overall hard-boiled candy segment is 9 per cent.”When discussing the brand’s growth trajectory, he indicated that Pulse candy would reach the Rs 1,000-crore milestone “Very soon, in one-and-half to two years… We have been growing at 15 per cent and with that sort of growth we can reach the Rs 1,000-crore mark very soon…”He noted that since its introduction in 2015, Pulse has maintained its position as the dominant hard-boiled candy brand for nine years.Regarding future developments, he outlined the company’s intention to transform Pulse into a versatile brand suitable for various formats and occasions.“We plan to achieve this by strategically moving into adjacent product categories, exploring innovative new formats, and capitalising on the rich tapestry of regional flavors,” he was quoted as saying.The organisation intends to sustain its market dominance through continued emphasis on brand development, strengthened consumer connections, and increased market coverage.“We’re aggressively pursuing both domestic and international markets for expansion,” Kumar stated, adding that domestically, they are “leveraging our robust distribution network that has a reach of over 35 lakh outlets across India”.
