Pulse Candy reaches Rs 100 crore sales in 8 months - The Pulse Candy Success Story

As Pulse Candy exemplifies, a great product combined with word-of-mouth can shake an entire industry within a short period. Eight months after its launch, Pulse Candy clocked in sales of 100 crore rupees. Despite no intensive marketing campaigns, this milestone was achieved.

The success of Pulse Candy perfectly epitomizes how a great product coupled with word-of-mouth can shake an entire industry within a short span. Pulse Candy is famous for selling a whopping 100 crore rupees within just eight months of its launch. This milestone was achieved without any intense marketing campaigns.

Pulse quickly grabbed the attention of individuals and became a disaster for numerous marketers. In an industry where individuals make fast purchases and prefer taste over the brand, Pulse emerged as a disruption. People became addicted to the brand and, surprisingly, paid a premium to get it.

At a point when many people believed that the candy was simply a fad and would diminish bit by bit, it refuted everyone by making revenue of Rs 300 crores in 2017, outperforming its competition.

Pulse Candy made sales worth an incredible INR 100 crore in the initial eight months. The company primarily launched the item in just three states of Gujarat, Rajasthan, and Delhi.

The DS Group spent no money on marketing and still Pulse witnessed massive propulsion through word-of-mouth. At first, the organization could not fulfill the surging demand and could only meet just 60-70% of it, while individuals paid a premium to purchase the candy.

Seeing the popularity of Pulse ‘Kacha Aam’, the organization decided to launch another flavor, ‘Guava with Tangy Twist’ in 2016. To understand how Pulse triumphed in its industry in a saturated market where even the flourished players can’t sustain for a year, we need to uncover the tactics that made Pulse a big success.

Developing a Masterpiece

DS Group spent a long time and energy developing a product that would appeal to the Indian palate. After extensive research, the organization came to the conclusion that raw mango was consumed by individuals of almost every age group in India.

Consequently, a product like Pulse was very likely to spread its roots in a variety of segments, increasing its chances of success. In addition, to give the customer an exciting experience, the organization added a touch of uniqueness to the candy by giving it a double taste (spicy and sweet). This ensured that individuals would become obsessed with Pulse and consume it regularly.

Leveraging Robust Distribution

The principal factor for less process-intensive FMCG items is distribution. If the business can fortify the items’ awareness and reach, the items will likely penetrate the market more efficiently. DSG’s Pulse candy already had a robust distribution system at numerous outlets through the strength of its apex product, Rajnigandha. 

Benefiting from their wide reach, the organization was able to expand the reach of Pulse within a short period. From a small grocery shop to a major retail store, and from metropolitan to rural regions, the candy was sold in every region within just a couple of months of its launch.

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