The ₹1 Candy That Shook the Market – Pulse by DS Group

In 2015, a humble ₹1 candy changed India’s confectionery market forever. Pulse Candy, created by DS Group, wasn’t just another sweet treat—it was a phenomenon. With its sharp tang of ‘kacha aam’ (raw mango) and a surprise burst of salt at the center, Pulse tapped into India’s deep love for spicy-sour snacks and nostalgic childhood flavors.

What made Pulse stand out wasn’t just the taste—it was the zero-advertising strategy. Despite no TV commercials or influencer promotions, the candy spread like wildfire, purely through word of mouth. Within just 8 months, Pulse crossed the ₹100 crore sales milestone—matching the record previously held by Coca-Cola Zero. This made Pulse the fastest-growing candy brand in Indian history.

This success story became a case study in marketing circles. It showed that product-market fit can trump even the most aggressive advertising. Pulse tapped into a deep cultural sentiment, providing something deliciously familiar, yet different.

The DS Group later released several new flavors like guava and orange, but nothing quite matched the viral buzz of the original. Still, Pulse remains a household name and a reminder that even in a competitive FMCG market, the right idea—at the right price—can capture millions of hearts.