Spending on Famous Zero, then how did a candy a brand of billions become? Eclairs, Alpenliebe sweat

Success story: Who does not know the Pan Masala Rajnigandha. It forms it DS Group. Pass Pass Candy is also a product of this group. To make these two products accessible to the people, the company must have spent crores of rupees on advertisements. But there is another product of this group, for which the company did not spend even a single dhela on marketing and advertisement. Nevertheless, the product became so famous that people started asking for his name. The FMCG product we are talking about is the name of Pulse Candy.

Namkeen taste with raw mangoes makes the pulse candy different from another candies. According to the available data of 2024, Pulse alone contributes 45 percent to the DS Group’s confectionery segment. For the last 3 years, its compounded annual growth rate (CAGR) has been 20 percent, which is special in itself. The CAGR of the second producer of competition with this is only 9 percent. The company said in 2024 that it wants to increase its confectionery business to CAGR of 30 per cent in the next five years. A target of Rs 5,000 crore has been kept by 2029.

Neither gave money to celebrity nor expenses anywhere else

Let us know that the big reason for the success of Pulse Candy was its mouth-to-date publicity among the people. Initially people did not like it. Nevertheless, the company did not spend a single penny on advertisement. No TV ad, nor celebrity promotion, nothing. But recently when Candy has become a brand in itself, the company has definitely adopted methods like BTL (Billo the Line) activities, digital marketing and social media influencer campaign.

Case study in IIM Ahmedabad
An interesting thing is that in September 2024, IIM Ahmedabad chose Pulse Caddy as a case study. This was done in marketing due to his best strategy and a separate identity in the market. In this study, it was told how Pulse achieved leadership in the market with its unique idea.

The pulse launched in 2015 was mainly against candies like Mango Bite, Melody, Eclairs, and Alpenliebe. But it did not take long for the pulse to leave all these famous candies behind. The main reason was its unique taste. Sweet, sour and spicy taste was together. The special thing is that when the rest of the candies were available for 50 paise, the pulse was launched for 1 rupee. Despite being expensive, its demand was high.

Network of 26 lakh shops
Pulse also benefited a lot from the big distribution network of DS Group. The company’s network is spread up to about 26 lakh shops across the country, including paan shops, grocery stores and modern retail shops. Due to the strong demand of Rajnigandha, the company’s network also became very strong.