Pulse Candy, or Pass Pass Pulse, is a phenomenal success story in the Indian confectionery market. Created by the DS Group (Estd. 1929). This hard-boiled Candy was launched in 2015 and became a hit overnight. With no heavy marketing or legacy, this ₹1 candy crossed ₹300 crore in sales in under two years.
Pulse Candy was designed in 2013 by an internal product development team, which worked on it for two years before its release under the umbrella brand ‘Pass Pass’ in three flavors: Kachcha Aam (raw mango), Guava, Lychee, and Orange. The candy’s unique taste, starting sweet and then surprising with a tangy and salty flavor, resonated with consumers, leading to rapid sales growth. Within eight months, Pulse clocked ₹100 crore in sales, and in less than two years, the company crossed a ₹300 crore figure.
Let us discuss some of the central reasons behind the overnight success of the Pulse Candy by DS Group.
1. Affordable Pricing
In today’s market, it’s challenging to find a satisfying experience at just one rupee. However, Pulse Candy defied this expectation by launching its product at this unbeatable price point. This bold move helped Pulse stand out from the competition, as it delivered value that others couldn’t match, making it a game-changer in the industry.
Its affordability, priced at just one rupee, made it accessible to a wide audience, encouraging bulk purchases. The candy’s distinctive black and green packaging added to its appeal, making it a standout in the market.
2. Unique Flavor
Pulse Candy’s success can be attributed to its ingenious idea of transforming a familiar Indian snack – raw mango with salt – into a candy. By leveraging this tried-and-true combination, Pulse tapped into a widespread consumer preference, making it an instant hit.
Speaking of the flavor, DS Group vice-chairman Rajiv Kumar, in a statement said, “if the product is tangy, then your eyes should close automatically to relish it, or else it is no fun.”
3. Appealing Packaging
Besides its minimal cost, the candy’s modern and sleek packaging, complete with a shiny finish wrapper, exudes a sense of quality and sophistication. Its distinctive black and green (for flagship kachcha aam flavor) packaging added to its appeal, making it a standout in the market and setting it apart from competitors. This strategic move not only justified the product’s price but also instilled trust in consumers, who perceived the candy as a high-end treat at an affordable price.
4. Word-of-Mouth Marketing
Pulse Candy’s success was fueled by word-of-mouth marketing, which proved more effective than any other form of marketing. The product’s delightful experience encouraged customers, particularly smokers, to recommend it to others, converting entire groups into buyers. By leveraging customer loyalty and referrals, the company achieved remarkable success without significant marketing expenses. As a result, stores struggled to keep up with demand, with the DS Group only meeting two-thirds of the massive demand, demonstrating the power of word-of-mouth advertising.
5. Distribution Network
The success of a product is significantly influenced by its distribution network. Uniform market penetration is crucial, and the DS Group’s established presence in pan stores across India, leveraged through renowned brands like Rajnigandha pan masala and Pass Pass mouth freshener, enabled the company to ensure widespread availability of Pulse Candy. As a result, the product is now ubiquitous, and accessible in a diverse range of outlets, from traditional paan stores to upscale retail establishments.
To Sum Up
The success story of Pulse Candy serves as a testament to the power of consumer-centric product innovation and effective product management. By focusing on creating a high-quality product that meets consumer needs, businesses can create a loyal customer base that drives word-of-mouth marketing. As Pulse Candy’s journey demonstrates, a solid product can speak for itself, making promotion and marketing efforts more efficient and effective. By prioritizing product excellence and consumer insights, companies can create a winning formula for brand success, just like Pulse Candy’s remarkable achievement in the Indian confectionery market.
