Pulse candy set to become ₹1,000-crore brand by 2027: DS Group

Indian consumer goods company Dharampal Satyapal (DS) Group expects its flagship Pulse candy brand to reach ₹1,000 crore in annual revenue within the next two years, Vice Chairman Rajiv Kumar said.

The homegrown brand crossed the Rs 750-crore revenue mark in fiscal year 2024–25, driven by the sale of 750 crore units priced at Re 1 each, Kumar told Press Trust of India.

“We are the largest player of hard-boiled candy in the country with a market share of 19%, growing at 15% CAGR in the last three years, at a time when the industry growth in the overall hard-boiled candy segment is 9%,” he said.

India’s hard-boiled candy market is estimated at around Rs 4,000 crore.

Launched in 2015, Pulse has emerged as the leading hard-boiled candy brand in India.

Asked when the group expects Pulse candy to become a Rs 1,000-crore brand, Kumar said, "Very soon, in one-and-half to two years... We have been growing at 15% and with that sort of growth we can reach the Rs 1,000-crore mark very soon..."

DS Group plans to evolve Pulse into a “multi-format, multi-occasion” offering by expanding into adjacent product categories, “exploring innovative new formats, and capitalising on the rich tapestry of regional flavours,” he said.

The group will continue its consistent focus on brand building, enhanced consumer engagement, and achieving deeper market penetration to maintain its leadership position.

"We're aggressively pursuing both domestic and international markets for expansion," Kumar said, adding that on the domestic front the group is "leveraging our robust distribution network that has a reach of over 35 lakh outlets across India".