Homegrown FMCG company DS Group expects its Pulse candy brand to reach ₹1,000 crore in sales over the next two years, after surpassing the ₹750 crore mark in FY25, according to Vice-Chairman Rajiv Kumar.
Kumar added that the DS Group aims to transform Pulse into a multi-format, multi-occasion brand by expanding into adjacent product categories, exploring new formats, and launching region-specific flavors—building on its position as a leading Indian ethnic confectionery brand.
In the financial year 2024–25, Pulse candy sold 750 crore units, each priced at ₹1, generating total revenue of ₹750 crore.
“We are the largest player of hard-boiled candy in the country with a market share of 19 percent, growing at 15 percent CAGR in the last three years, at a time when the industry growth in the overall hard-boiled candy segment is 9 percent,” Kumar said.
Experts estimate the value of the Indian hard-boiled candy market at approximately ₹4,000 crore.
Asked when the group expects Pulse candy to become a Rs 1,000-crore brand, he said, “Very soon, in one and a half to two years… We have been growing at 15 percent, and with that sort of growth, we can reach the Rs 1,000-crore mark very soon…”
Kumar said Pulse has held its position as the largest hard-boiled candy brand in India since its launch in 2015, maintaining that lead for the past nine years.
Looking ahead, he shared that the group envisions transforming Pulse into a multi-format, multi-occasion offering.
“We plan to achieve this by strategically moving into adjacent product categories, exploring innovative new formats, and capitalizing on the rich tapestry of regional flavors,” he said.
The DS Group plans to maintain its leadership in the confectionery space by continuing to focus on strong brand building, deeper consumer engagement, and expanding its market reach.
“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.”
