The strength of our marketing strategy has been consistency: Jyotiroop Barua, DS Group

Pulse Candy, the hard-boiled candy from the Dharmpal Satyapal Group, has been one of the most successful product launches in India. Its success led to an IIM Ahmedabad case study on how Pulse Candy changed candy marketing in India with an innovative marketing strategy and strategic price point at ₹1, double the price points that was prevailing at that point in the candy segment.

Launched in 2015, crossed ₹100 crore in revenue within its first eight months with revenues crossing ₹250 crores in 2025. DS Group is now betting big on achieving ₹1,000 crores in revenue in the next two years, in the hard-boiled candy segment which is currently valuated at ₹4,000 crores, as per reports.

The success of Pulse candy can be attributed to a marriage of cultural nuance with innovation. Think about it, there is nothing more culturally intrinsic to the Indian palete, than the tangy taste of raw mango, i.e. Kaccha aam. Taking this ahead, DS Group brought out more variants, Guava, Orange, Pineapple, and Litchi all flavours with an Indian twist and even expanded the Pulse portfolio to adjacent categories. Last year, the brand entered the soft bite candy segment with Pulse Golmol Imli Goli, following the same ethos with the cultural nuance of Indians love for the flavor of Imli (Tamarind).

In an email interaction Jyotiroop Barua, Business Head, Confectionery, DS Group shares that the company will continue to focus on more innovative products, while staying true to the cultural nuances. He also highlights the acquisition of LuvIt that marked DS Group’s entry into the chocolate category, the company’s marketing strategy and more.

Edited excerpts:

Your star product, Pulse Kaccha Aam redefined the hardboiled candy category, raised the price point for the entire category and is now a marketing case study. Post Kachha Aam, you launched different variants such as orange, pineapple, guava and litchi, each with the distinct Indian flavour. Last year, you also launched Pulse Golmol Imli Goli. This can be also seen as a win for the combination of innovation and cultural nuances. What is the thought process and how do you balance between both?

The success of Pulse Kaccha Aam and subsequent launches like Pulse Golmol Imli Goli stems from a deliberate and balanced strategy that marries cultural nuance with innovation. Our core thought process revolves around finding a powerful cultural insight—a deeply familiar and beloved Indian flavor profile—and then applying a disruptive product or format innovation to it. The initial insight was the universal Indian appreciation for the chatpata (tangy and spicy) taste, perfectly embodied by Kaccha Aam (Raw Mango) with masala.

The cultural nuance provided the flavor and emotional connection (nostalgia), while the innovation was the two-stage consumption experience—a hard candy shell followed by a burst of powdered tangy core. This disruptive execution not only redefined the category by creating an addictive cycle but also justified a premium price point, effectively raising the bar for the entire hardboiled candy market. Within the hardboiled candy segment, we have also introduced a new format of Pulse called Pulse Shots, as well as a western-format soft chew called Pulse Pops.

At its core, it's not just about the tangy twist; we’re bringing our unique twist into adjacent categories, beyond hardboiled candy, expanding into new and relevant subcategories. Other subcategories are currently under study and we are exploring extensions wherever possible.

The extension into adjacent categories, such as the soft bite candy segment with Pulse Golmol Imli Goli, follows the same ethos. Here, the cultural nuance is the authentic, ethnic flavor of Imli (Tamarind), which has a strong presence in traditional Indian goli (tablet) preparations. The innovation is taking this familiar taste and delivering it in a sophisticated, standardized, and hygenically packaged soft bite format, thereby mainstreaming an unorganized ethnic product.

This continuous pursuit of delivering a distinctive Indian twist through format and sensory innovation ensures products from DS Group are both culturally relevant and successful category disruptors.

DS Group acquired The Good Stuff Pvt Ltd in the year 2022, brand Luvit chocolate. How has this worked out?

The acquisition of LuvIt was a strategic decision to enhance the confectionery basket and establish a strong footprint in the chocolate segment. This move was aimed at enabling us to expand our product portfolio, thereby reaching new consumers and markets. The integration process has been completed.

LuvIt, as a brand, perfectly complements our portfolio and aligns with our business ethos of innovation with an eye on quality. This integration has strengthened our geographical footprint in Southern India, and helped expand the current product offerings of DS Group, which is already one of the leading players in the non-chocolate confectionery segment. In turn, Brand LuvIt will also benefit from DS Group’s robust distribution network across the country. 

Can you tell us about your marketing mix?

Pulse’s early growth was largely organic, propelled by strong word-of-mouth and product-led virality. Its distinctive flavour profile generated widespread consumer buzz, reducing the need for traditional advertising in the initial phase.

As the brand scaled, it strategically introduced targeted ATL campaigns along with on-ground activations such as Pulse Candy Day, Pulse Compliment Day, Pulse Ganesh Mahotsav, Pulse Ka Pandal, Pujoy Pulse, and Pulse of Sky—further strengthening consumer engagement and brand visibility. Some of these initiatives have evolved into annual properties, consistently running over the past few years.

Campaigns like Beat the Bean, Grab the Pulse, and Raise the Pulse have delivered strong engagement, driven by their gamified formats.

Digital platforms and influencer engagement further helped Pulse connect with younger audiences. The real strength of our strategy has been consistency—keeping the messaging aligned with the product’s surprise factor and ensuring visibility across general and modern trade as well as having an omnichannel presence.

Festive marketing has seen you doubling down on your IP properties. How did you extend this across channels?

For 2025, we are further building on the annual properties while bringing in different and exciting elements to keep the experience new and engaging for the consumer. The strategy is to bring in some innovative formats while maintaining the core philosophy. We have observed that consumers expect something new from the brand every year, while also expecting the core excitement and playfulness to remain.

For example, in the case of 'Pujoy Pulse’ during Durga Puja of West Bengal, the central idea remains constant, while the execution adapts annually. This year, we have launched the third season of 'Pujoy Pulse' campaign in collaboration with TV9 Bangla. The campaign was centered around Pulse Golmol, a new product with tangy Imli flavours. The theme of the campaign was "GOL KA MOL," which highlighted the significance of circular motifs and traditions during Durga Puja. It celebrated the women of Bengal as the custodians of these traditions.

The campaign featured a variety of activations, including an AI storytelling film, a video series called "Real-life Durgas" showcasing the journeys of women from West Bengal and a series on women artisans. Additionally, a Pujoy Pulse Canter Roadshow was also organized with an "interactive wheel of blessings" and AI caricatures for the public.

Last year, there was a two-minute AI-generated video, titled "Pulse of Durga Puja," explored the origins, evolution, and cultural significance of Durga Puja. It featured lesser-known facts, traditions, and rituals. This visual narrative, which highlighted Durga's mythological story, premiered on TV9 Bangla and digital platforms as part of an integrated campaign that was active on TV, digital (social & website). An exclusive video series showcased the voices of artisans, historians, influencers, and renowned families from various locations of the Pujoy Pulse on-ground activation.

The series captured personal stories and reflections on the emotional connection people shared with Durga Puja, emphasizing the nostalgic memories that bound generations together.

Following last year's successful model, every on-ground activity continued to have a digital extension, utilizing microsites, games and customized display pictures to extend engagement beyond physical limitations.

How are you looking to maintain your dominant position in this market?

Pulse remains a high-priority growth brand within the DS Group portfolio. DS Group is keen on taking it to new heights.

Looking ahead, what can we expect?

Pulse aims to build on its strong equity by expanding into adjacent categories, exploring new product formats, regional flavour profiles, and delivering innovative experiences that cater to evolving snacking moments and preferences. This reinforces DS Group’s expertize in flavours and fragrances.