Pulse Candy Crossed Rs 100 Crore Sales in 8 Months – The Success Story of Pulse Candy

The success of Pulse Candy perfectly epitomizes how a great product coupled with word-of-mouth can shake an entire industry within a short span. Pulse candy is famous for clocking in sales of a whopping 100 crore rupees within just eight months of its launch. This milestone was achieved without any intense marketing campaigns.

Pulse quickly grabbed the attention of individuals and became a disaster for numerous marketers. In an industry where individuals make fast purchases and prefer taste over the brand, Pulse emerged as a disruption. People became addicted to the brand and, surprisingly, paid a premium to get it.

At a point when many people believed that the candy was simply a fad and would diminish bit by bit, it refuted everyone by making revenue of Rs 300 crores in 2017, outperforming its competition.

Pulse hails from the Dharampal Satyapal Group, which additionally has products like Rajnigandha, Pass Pass, and Catch Spices. The candy was developed in 2013, and the organization gave a span of two years for research and development prior to launching the product in 2015.

Pulse candy made sales worth an incredible INR 100 crore in the initial eight months. The company primarily launched the item in just three states of Gujarat, Rajasthan, and Delhi.
The DS Group spent no money on marketing and still Pulse witnessed massive propulsion through word-of-mouth. At first, the organization lacked the ability to fulfill the surging demand and could only meet just 60-70% of it, while individuals paid a premium to purchase the candy.

Seeing the popularity of Pulse ‘Kacha Aam’, the organization decided to launch another flavor, ‘Guava with Tangy Twist’ in 2016. To understand how Pulse triumphed in its industry in a saturated market where even the flourished players can’t sustain for a year, we need to uncover the tactics that made Pulse a big success.

Developing a Masterpiece

DS Group spent a long time and energy developing a product that would appeal to the Indian palate. After extensive research, the organization came to the conclusion that raw mango was consumed by individuals of almost every age group in India.

Consequently, a product like Pulse was very likely to spread its roots in a variety of segments, increasing its chances of success. In addition, to give the customer an exciting experience, the organization added a touch of uniqueness to the candy by giving it a double taste (spicy and sweet). This ensured that individuals would become obsessed with Pulse and consume it regularly.

Leveraging Robust Distribution

The principal factor for less process-intensive FMCG items is distribution. If the business can fortify the items’ awareness and reach, it’s very likely that the item will penetrate the market more efficiently. DSG’s Pulse candy already had a robust distribution system at numerous outlets through the strength of its apex product, Rajnigandha. 

Benefiting from their wide reach, the organization was able to expand the reach of Pulse within a short period of time. From a small grocery shop to a major retail store, and from metropolitan to rural regions, the candy was sold in every region within just a couple of months of its launch.

The Game-Changer

Mark Zuckerberg says that “People influence people.” 

When we’re recommended something by another person, it’s very probable that we’ll try it. The same happened with Pulse. People loved its dual sweet and spicy taste and became the marketers of the product. DSG spent no money on marketing and promotions, as the sweets gained recognition through word-of-mouth. Many individuals recommended the candy to their companions and family members. People even went to the degree of making “Pulse Fan Groups” on social media. Some even said that it’s ‘The Pulse of the Nation’.

All these aspects led to the massive success of Pulse.

As a result, people began to pay more for the candies, and any grocery stores that sold them increased the prices of the candy from ₹1 to ₹1.5. This evidently shows the people’s willingness to purchase the candy, even at a premium price. Putting a sales figure of 300 crores on the books in only two years, and that too in a cut-throat and disintegrated industry, seems like a mind-boggling task, and many wouldn’t have even dreamt of such a beginning for candy, like Pulse.

Yet, Pulse has demonstrated that with competent R&D, it can be attained. The popularity of the item is justified as people from varying age brackets loved it. Pulse strives to be among the top 3 candies in India, even though it’s launched recently. With several candies in the same domain, it would be amusing to know how Pulse has planned its future.