DS GROUP AND PULSE CANDY STORY-

Did You eat pulse candy? Most people's answer is yes. But the question is who makes this fantastic tasty candy? and the answer is The DS (Dharampal Satyapal) Group, is a conglomerate of companies based in India. The group was founded in 1929 by Late Shri Dharampal Ji Gupta as a small business that traded in tobacco. Over the years, the group has grown into a multi-billion dollar company with diverse business interests ranging from food and beverages, mouth fresheners, hospitality, packaging, and agroforestry.

INTRODUCTION-

The company's journey began in Delhi with the trading of tobacco. In the 1970s, the group entered the pan masala market by launching its flagship brand Rajnigandha. Apart from this DS Group also launched mouth fresheners brands like Catch and Tulsi.

PRODUCTS-

The DS Group then diversified into the food and beverage sector with the launch of the

popular Pass Pass candy in the 1980s. In the 1990s, the group entered the packaged drinking

water business with the launch of Catch Water.

In recent years, the DS Group has further expanded its presence in the food and beverage

the industry with the launch of brands like Chingles (chewing gum), Pulse (snacks), and Ksheer

(milk).

Apart from the food and beverage industry, the DS Group also has interests in hospitality and

packaging. The group operates hotels and resorts under the brand name Manu Maharani,

Nainital and the Packam Sweets and Namkeens (packaging) brand.

PULSE CANDY STORY-

Pulse candy is a popular candy brand in India that was launched in 2015. The candy became an instant hit due to its unique tangy flavor and quickly gained a loyal following among Indian consumers. The story behind Pulse candy's success is rooted in a clever marketing strategy that tapped into the growing trend of 'chatpata' (spicy and tangy) flavors in India. DS Group identified a gap in the Indian candy market for a product that was both sweet and sour and decided to create a candy that combined the two flavors in a unique way.

After extensive market research and taste tests, Pulse candy was launched in bright red

packaging that stood out on store shelves. The candy was also priced competitively, making it

accessible to a wide range of consumers.

For the promotion of candy, DS Group used a variety of marketing tactics, including TV commercials, digital ads, and targeted promotions at events like music festivals and college

campuses. The company also relied on word-of-mouth marketing, leveraging social media

platforms to encourage customers to share their experiences with Pulse candy online.

Within a few months of its launch, Pulse candy had become a sensation in India, with sales

soaring and the candy gaining a cult-like following. Today, Pulse candy is one of the best-

selling candy brands in India, and has inspired a whole range of tangy and spicy snacks and

beverages in the Indian market.

CONCLUSION-

Today, the DS Group is a major player in the Indian FMCG industry with a turnover of over $1

billion. The group employs over 10,000 people and has a strong presence in over 50 countries across the globe. The company has won several awards for its excellence in

business and contribution to society, including the prestigious Padma Shri award in 2011 for

Late Shri Dharampal Ji Gupta's contribution to trade and industry.

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F.A.Qs -

Question- Who Launched Pulse Candy?

Answer- The DS (Dharampal Satyapal) Group, is a conglomerate of companies based in India. Launched the Pulse Candy in 2015.

Question- Who is the Brand owner of Rajnigandha?

Answer- DS Group, In the 1970s, the DS group entered the pan masala market by launching its flagship brand Rajnigandha

Question- Who is The Founder of DS Group?

Answer The DS group was founded in 1929 by Late Shri Dharampal Ji Gupta as a small business that traded in tobacco. Over the years, the group has grown into a multi-billion dollar company with diverse business interests ranging from food and beverages, mouth fresheners, hospitality, packaging, and agroforestry.

Question- How DS Group Market the Pulse Candy?

Answer- After extensive market research and taste tests, Pulse candy was launched in bright red packaging that stood out on store shelves. The candy was also priced competitively, making it accessible to a wide range of consumers.For the promotion of candy, DS Group used a variety of marketing tactics, including TV commercials, digital ads, and targeted promotions at events like music festivals and college campuses. The company also relied on word-of-mouth marketing, leveraging social media platforms to encourage customers to share their experiences with Pulse candy online.

Question- Why Pulse Candy is So Popular?

Answer- The story behind Pulse candy's success is rooted in a clever marketing strategy that tapped into the growing trend of 'chatpata' (spicy and tangy) flavors in India. DS Group identified a gap in the Indian candy market for a product that was both sweet and sour and decided to create a candy that combined the two flavors in a unique way. The candy became an instant hit due to its unique tangy flavor and quickly gained a loyal following among Indian consumers.

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