Pass Pass Pulse

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]

Pass Pass Pulse

Product type	Confectionery
Owner	Dharampal Satyapal Foods Ltd.
Country	India
Introduced	2015
Markets	India & overseas countries
Website	dsgroup.com

History

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]

Operations

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]}

Case studies

• Varma, Sanjay (2022). Introducing a New Candy: Development of a Marketing Plan by the DS Group (Report). IIM Ahmedabad Case Centre. Retrieved 29 June 2025.