Pulse Candy: In 2015, DS group has launched a sour-tasting candy of curry, which is estimated to have sold over Rs 300 crore till last month. This candy also surpassed well-known products. Pulse Candy has achieved better success in a short period of time than any other brand. Given the competition in the Indian market, Pulse’s record sales are commendable.
Today, the annual turnover of such candies is around Rs 6,600 crore, increasing by 12 to 14 per cent every year. So this little candy impressed everyone. There are many things behind that success. On the one hand, this sour sweet candy is found everywhere, its packaging is attractive and the taste of that candy is appealing to everyone. Candy is a favourite of people of all ages in India, regardless of age or geographical location. Initially the pulse candy was marketed with a focus on young children. But now it has attracted people of all ages. This small product of low price has gained a big place in the market.
The makers of Pulse had no worries about distribution, as their other products were already on the market. But given the growing demand for pulse, building that much production capacity was a challenge. At present, Pulse has 7 contract manufacturing units across the country. Nowadays, Pulse’s Peruvian flavoured candy is available in the market.
Part of the surprise is that Pulse didn’t spend any money on marketing. Demand for this specialty has grown significantly as a result of recent corporate scandals. Currently, the demand is higher than the supply. Indian consumers always buy two to three candies at a time but this is not the case with Pulse Candy. Consumers buy these candies in bulk i.e. 5 to 10 candy s at a time. Currently DS group produces 300 to 400 tons of caddy per month. This candy is widely distributed in the market. Pulse Candy has survived in the market due to its market monopoly of over 80 per cent, good distribution system and consistency in supply.
With no advertising and high sales potential, this small candy priced at Re. 1 only. It has been less than 3 years since this candy started its journey, but today it is one of the top three candies in India. You also can start hard candy business like Pulse candy with the investment around Rs 25 lakh.
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