Pulse candy, the popular Re 1 treat, has become a major success story. In just nine years since its launch, it has turned into a brand worth hundreds of crores. The Dharampal Satyapal (DS) Group, which makes Pulse, is now aiming to turn it into a ₹1,000 crore brand within the next two years.
In the financial year 2024–25, DS Group sold 750 crore units of Pulse, earning ₹750 crore in revenue. This shows how powerful a small, affordable product can be in the Indian market. The total size of India’s hard-boiled candy market is currently around ₹4,000 crore.
Rajiv Kumar, Vice-Chairman of DS Group, shared that Pulse holds 19% of the hard-boiled candy market and is growing at a fast rate of 15% every year. This growth is higher than the industry average, which is around 9%.
Launched in 2015, Pulse has stayed at the top for nine years and is now ready for bigger things. The company plans to expand the Pulse brand by introducing new types of products, packaging formats, and regional Indian flavours.
“We want Pulse to be more than just a candy — a brand for all occasions and formats,” Kumar said. He added that DS Group is planning to move into related product categories and reach more customers through innovation and local tastes.
To keep growing, the company will focus on strengthening its brand, connecting better with consumers, and increasing its presence in the market.
DS Group is also planning to expand internationally, while in India, it is using its large distribution network, which already covers more than 35 lakh retail shops.
a tiny candy that once cost just Re 1 is now on its way to becoming one of India’s biggest confectionery brands — and that journey is just getting sweeter!
