Pulse candy, the Re 1 tangy treat from DS Group, achieved a major milestone in FY25 by crossing the ₹750 crore revenue mark, selling approximately 750 crore units—becoming India’s top-selling hard-boiled candy
Record-Breaking Performance
Launched in 2015, Pulse has consistently grown through word-of-mouth rather than heavy advertising, capturing a dominant position in India’s ₹4,000‑crore hard-boiled candy segment. It commands a 19% market share and has maintained a 15% CAGR over three years, outperforming the industry average of 9%
Distribution and Consumer Appeal
Available across an impressive 35 lakh retail outlets, Pulse’s raw mango flavour strikes a chord with both urban and rural consumers. Its expansion into guava, orange, pineapple, and litchi flavours—as well as new formats—has further increased its daily consumption
Revenue vs. Units Sold
In FY25, Pulse sold around 750 crore individual candies (each priced at Re 1), directly correlating to ₹750 crore in revenue, as disclosed by DS Group’s Vice-Chairman Rajiv Kumar
Toward the ₹1,000 Crore Goal
DS Group aims to propel Pulse to ₹1,000 crore in revenue within 18–24 months by developing multiple formats and exploring adjacent categories. Their strategic focus includes deeper market penetration and leveraging regional flavors economictimes
Why This Matters
- Market Leadership: At 19% share, Pulse is the number-one hard-boiled candy in India, outpacing competitors like Alpenliebe and Candyman
- Effective Growth Strategy: Minimal advertising and robust distribution (35 lakh outlets) illustrate how grassroots marketing can deliver massive scale
- Industry Outlook: With ₹750 crore already secured and ₹1,000 crore in sight, Pulse is set to redefine growth trajectories in FMCG confectionery.
Conclusion
Pulse’s ₹750 crore revenue milestone in FY25 highlights its transformation from a ₹1 impulse buy to India’s leading candy brand. With plans to innovate in formats, flavors, and market reach, the brand is primed to achieve its ₹1,000 crore ambition within two years.
