Dharampal Satyapal Group

DS Group has launched Pulse Pineapple, expanding its confectionery basket. Pass Pass Pulse, whose existing range comprises Kaccha Aam, Guava and Orange, is already a leader in the hard-boiled candy segment. The new candy, which will be available in a pillow pack at the cost of Re. 1, is expected to provide an experience to its consumers that will begin with the pineapple flavour and peak with the tangy powder filling at the centre. Since, the candy’s launch in 2015 with the Kaccha Aam flavour, the company has been coming up with new popular and niche flavours. After Guava and Orange, Pulse Pineapple is the latest variant in the Pulse candy basket, and we anticipate a good response from our consumers. The organised hard-boiled candy market in India is estimated to be worth Rs 2,650 crore, and Pulse is the market leader with a market share of 12-13 per cent. The candy is being launched pan- India, leveraging on DS Group’s distribution network to reach out to the target group. Its launch will be supported with activities like point-of-sale marketing (POSM) and market sampling activities.