In DS Group’s diverse portfolio, Pass Pass Pulse stands as one of its most remarkable achievements. Pulse, a market leader in the hard-boiled candy segment, has revolutionized Indian confectionery with its delightful fusion of fruity flavours and a surprisingly tangy core. This unique combination has carved a niche in the market and established Pulse as a testament to DS Group’s profound understanding of the Indian taste palette.
The Birth of Pulse Candy
DS Group introduced Pulse in 2015, entering the hard-boiled candy segment. The candy quickly became one of the country’s most popular and sought-after confections, reaching an impressive Rs. 100 crore milestone within just eight months of its launch. Pulse’s distinctive tangy flavours appeal to people of all ages and garnered praise from consumers and industry experts.
The idea of Pulse Candy originated from the traditional Indian treat of raw mango(kachcha aam) paired with a tangy masala (spice mix). DS Group embraced this cultural tradition and successfully launched Pulse, reintroducing a beloved Indian flavour in a branded and innovative form. The result is a candy that consistently leaves people yearning for more, meticulously manufactured with the finest ingredients to ensure an exceptional experience with each bite.
The Power of Branding
The brand’s communication strategy, themed “Pran Jaye Par Pulse Na Jaye,” has been effectively conveyed through quirky and humorous television commercials. These commercials skillfully underscore the brand’s philosophy and have played a significant role in its popularity. Over an impressive seven-year span, Pulse has remained India’s leading candy choice, a testament to its unique flavour combinations and the strong affection people have developed for it.
Pulse Candy: A Flavour for Everyone
Pulse offers five unique flavours: Kaccha Aam (raw mango), Guava, Orange, Pineapple, and Litchi. Each flavour provides a unique and delicious experience, from the sweet and tangy taste of Kachcha Aam to Orange. Pulse Candy’s variety ensures that there is a flavour for everyone to enjoy, making it a national favourite.
Pass Pass: A Journey into the Mouth Freshener Segment
Before the success of Pulse Candy, DS Group had already made a significant mark in the mouth freshener category with the launch of Pass Pass in 1999. Pass Pass represents DS Group’s definitive diversification into this segment, modernizing the centuries-old Indian tradition of ‘mukhwaas.’ Traditionally, Indian households have always had a box containing fennel, cardamom seeds, mishri, and sugar-coated balls. Each state had its unique rendition of mukhwaas, typically sold loose.
DS Group leveraged its expertise in flavours, fragrances, and blending to create a one-of-a-kind brand that offered the essence of this tradition in a modern format. It ensured quality and consistency in taste, celebrating togetherness through its refreshing flavours meant to be shared with loved ones. Pass Pass first came in sachet and zipper pouche formats, making it more accessible for everyone to try its fresh flavours.
In 2000, Pass Pass took its range of mouth fresheners to a new level with fun, sleek, and convenient flip-top packaging. The brand continued to evolve, garnering the love of more and more people across India. The philosophy of “Raho Hamesha Pass Pass” has become a symbol of rejuvenation and inclusivity, capturing people’s attention with its refreshing taste.
A Diverse Range of Flavours
Pass offers a diverse range of four unique flavours: Mint, Frutti Bits, Meetha Magic, and Katha. Each flavour is designed to charm with its fragrance and taste, inspiring lively conversations anytime, anywhere. Since its beginning, it has inspired consumers to share the joy of togetherness with its savoury mix of flavours and ingredients, building equity as India’s preferred after-mint.
Summing Up
Both Pulse Candy and Pass Pass Pass’s success underscores DS Group’s commitment to innovation and quality. Pulse Candy, with its unique tangy twist, and Pass Pass, with its modern take on traditional mukhwaas, have become integral parts of Indian culture. These brands not only celebrate Indian flavours but also bring people together, creating memorable experiences and reinforcing the joy of sharing and togetherness.
With its delightful fruity flavours and tangy core, Pass Pass Pulse continues to be a triumph in the Indian confectionery market. It is a shining example of how a deep understanding of cultural traditions and innovative branding and quality can create products that resonate with people across generations. As Pulse and Pass Pass continue to evolve, they will undoubtedly remain cherished parts of Indian culture for years to come.