Quick Insights: How did Pulse Candy Clocked around Rs 300 Crore in Revenue within 2 Years?
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‘Pran jaaye par Pulse na jaaye’, goes the tagline of India’s favourite candy 🍬…Pulse by DS Group!
Within just 2 years of its launch Pulse clocked around Rs 300 Crore in Revenue.🤯
Insane right?
I dug deep to understand How did Pulse become a grand success in India? 4 Key Points 👇
1. 😋 Knowing customer taste preferences
I’m sure you must have tried Pulse at least once in your lifetime. Its Kaccha aam (raw mango) flavour coupled with sweet and spicy “masala” captured the Indian customers by storm.
But how did the DS group (manufacturers of Pulse) come up with this favour?
The answer lies in knowing the customer preferences, in and out.
Pulse candy was launched in 2015 but the idea was already conceptualized in 2013.
The makers got the insight that kaccha aam is eaten along with a mixture of salt and spices.
At that time, kaccha aam (26%) and mango flavour (24%) together claimed a 50% share of the HBC (Hard Boiled Confectioner**)** market.
This helped the team innovate the traditional Kaccha aam candy.
Since Rajasthani and Gujrati cuisine shares a similar taste as Pulse, the company decide to run initial trials of pulse candy in these two states.
2. 🍬 Eye-Catching Packaging
Normally, you’ll see bright-coloured wrapping being used for candies. Classical examples are Alpenliebe, Candyman, Poppins etc.
But to stand out from the crowd, Pulse wrapping came up with a combination of Green (the raw mango is always green) and Black.
The combination started attracting people's attention at a shop (while choosing candies) and spread among the people faster than other companies’ candy.
Green and black colours directly affect people’s minds, because green colour meets nature and black colours evoke fielding of power and mystery.
3. 👪 Targeting “Everyone”
Instead of just targeting kids, Pulse positioned itself as candy for “everyone”.
I personally noticed people of all age's life-consuming Pulse candy.
In the initial days, the candy was primarily liked by Adults and children but moving forward the families start using pulse as a Post meal refreshment.
4. 🗣️ Word of mouth
Over time, The Pulse candy became an alternative to “Khule paise” i.e Loose Change.
You must have experienced the shopkeeper or the paan wallas trading loose change with Pulse candy.
Even, a lot of Small shopkeepers selling cigarettes push the pulse candy as a mint and mouth freshener.
So, the company decided to put up Pulse promotional banners at such small shops in Delhi NCR.
Word-of-mouth’ started catching up as most people started referring the candies to their friends and colleagues.
That’s all from this post!
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