Homegrown FMCG giant Dharampal Satyapal Group has set an ambitious target for its flagship Pulse candy brand, aiming to achieve ₹1,000 crore revenue within the next two years. Having already crossed the ₹750 crore milestone in FY25, the company is now planning strategic expansion across product categories and innovative formats to reach this significant revenue goal.
DS Group has established itself as the largest player in India's hard-boiled candy segment, commanding a 19% market share. The company reported sales of 750 crore units of Pulse candy at ₹1 per unit during 2024-25, generating Rs 750 crore in revenue.
Vice-Chairman Rajiv Kumar highlighted the brand's impressive growth rate of 15% CAGR over the last three years, significantly outpacing the industry average of 9%. Since its launch in 2015, Pulse has maintained its position as the dominant hard-boiled candy brand for nine consecutive years in India's ₹4,000 crore hard-boiled candy market.
The company intends to transform Pulse into a versatile brand suitable for various formats and occasions through strategic initiatives. DS Group plans to expand into adjacent product categories while exploring innovative new formats and capitalizing on regional flavor variants.
Kumar emphasized the importance of leveraging India's rich tapestry of local flavors to drive growth. The organization aims to sustain market dominance through continued brand development, strengthened consumer connections, and increased market coverage. The company is aggressively pursuing both domestic and international market expansion opportunities.
DS Group's robust distribution network spans over 35 lakh outlets across India, providing a strong foundation for expansion plans. The company's strategic focus on brand development, consumer engagement, and market penetration positions Pulse Candy well for achieving the ₹1,000 crore revenue target.
With sustained growth momentum and comprehensive expansion strategies, the brand appears well-positioned to reach this ambitious milestone within the projected time frame.
DS Group's ambitious target of transforming Pulse candy into a ₹1,000 crore brand reflects the company's confidence in India's confectionery market potential. With strong market leadership, innovative expansion strategies, and an extensive distribution network, the brand is well-positioned to achieve this milestone. The success will further strengthen DS Group's position in India's competitive FMCG landscape.