Pulse Candy - One-rupee candy crossed a sale and revenue of 100 crores in eight months and 300 crores sale in two years. It was started with a simple idea, A candy laced with black salt in the centre. It was a simple, one-line brief:
If the product is tangy, then your eyes should close automatically to relish it or else it is no fun.
That was the lone instruction from Rajiv Kumar, vice chairman of the DS Group for his R&D team working on the Pulse Candy. DSG spent no amount on advertising and promotions and the candy gained popularity through word-of-mouth - probably because it’s a great product. Many people referred the candy to their friends and relatives. People even went to the extent of making ‘Pulse – Fan Communities’ on Facebook. Some even called it ‘The Pulse of the Nation’.
This candy has surpassed all competition and beaten all the records by crossing the 100-crore mark in just eight months. This figure equals the record for heavily advertised the Coke Zero and Coca Cola Diet drinks. The Re 1 candy clocked Rs 300 crore sales in 2 years, beating multi-national and multi-billion dollar blue-chip munchie and chocolate brands such as Oreo (Rs 283 crore in sales, launched in 2011) and Mars bars (Rs 270 crore in sales, launched in 2011).
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