| Product type | Confectionery |
|---|---|
| Owner | Dharampal Satyapal Foods Ltd. |
| Country | India |
| Introduced | 2015 |
| Markets | India & overseas countries |
| Website | dsgroup |
Pass Pass Pulse (trade name: Pulse Candy) is a hard-boiled candy [1] [2] manufactured by Dharampal Satyapal Foods Ltd., [3] [4] a subsidiary of the Indian conglomerate Dharampal Satyapal Group. [5] Launched in 2015, the candy is flavored with raw mango and contains a tangy, spiced filling. [3] [6] [7]
Pulse Candy was developed by DS Group’s product team between 2013 and 2015. It was test-marketed in April 2015 in Rajasthan, Gujarat, and Delhi, [3] [8] with later expansions into Maharashtra. The candy was priced at ₹1 per unit, double the price of many competitors’ products at the time. [9] [10] [2] Initial production relied on contract manufacturers in Hyderabad, Rudrapur, Ahmedabad, and Jamnagar. [11]
New flavors, including Guava and Orange, [12] [13] were introduced in 2016, followed by Pineapple and Litchi. [14] In 2019, the brand launched Pulse Shots, a smaller variant, [15] and expanded into snacks with Pulse Natkaare (2021) and a tamarind-flavored product (2024). [16]
Pulse Candy generated ₹100 crore in sales during its first year (2015). By 2017, sales reportedly reached ₹300 crore, and the product entered international markets such as the U.S., UK, and Singapore. [9] [17] As of 2024, DS Group’s confectionery division, which includes Pulse Candy, claims an annual turnover exceeding ₹1,000 crore. [5] [18] [19] [20]