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Getting people addicted to sweets is one thing, but an entire nation? Now that is something else!
Just to give you an idea of how popular Pulse candy is in India: the country’s population last year was at 1.25 billion. Now, the company that produces it, DS Group, is valued at IDR 1 billion (USD 75,000). The price per candy from Pulse is 1 IDR (way less than a cent in USD). In short, almost every person living in India has eaten candy by Pulse.
That is how popular Pulse is in the country.
Just like any other startup, Pulse was nothing more than a pipe dream. That is until some visionaries in India thought about creating a candy so delicious that quickly turned into a phenomenon.
Officially called “Pass Pass Pulse” the candy is Kaccha Aam-flavored with a tangy twist for extra kicks. The locals call it “magical core” or the “masala bomb” due to its shape. For those who do not know what Kaccha Aam is, it is green mango, which seems to be a local delicacy not only in India but in some countries in South East Asia as well.
Just to give you an idea of how popular Pulse candy is in India: the country’s population last year was at 1.25 billion. Now, the company that produces it, DS Group, is valued at IDR 1 billion (USD 75,000). The price per candy from Pulse is 1 IDR (way less than a cent in USD). In short, almost every person living in India has eaten candy by Pulse.
That is how popular Pulse is in the country.
Just like any other startup, Pulse was nothing more than a pipe dream. That is until some visionaries in India thought about creating a candy so delicious that quickly turned into a phenomenon.
Officially called “Pass Pass Pulse” the candy is Kaccha Aam-flavored with a tangy twist for extra kicks. The locals call it “magical core” or the “masala bomb” due to its shape. For those who do not know what Kaccha Aam is, it is green mango, which seems to be a local delicacy not only in India but in some countries in South East Asia as well.
Green mangos are used in a wide variety of dishes in India so the ingredient appeals to the majority of the consumers in the country. Originally the candy was created to appeal to a younger demographic but it took off so fast, all ages soon fell in love with Pulse.
“Pulse is an anytime, anywhere candy,” says Shashank Surana, the DS Group’s Vice President of New Product Development. “India is a hot country where you need to keep having something to keep the saliva going. That’s exactly the reason why candy sales are at a maximum in tropical areas.”
In line with Surana’s statement, candies seem to be everywhere and “anywhere” these days. Remember the Candy Crush Saga that everyone was enjoying playing on their smartphones back in 2013? Candy Crush’s game mechanics were similar to that of the cult classic Bejewelled but that didn’t stop consumers loving it anyway.
According to E! News, Candy Crush was making $850,000 every day from dollar purchases. Because of Candy Crush’s success, several other game companies attempted to recreate the game. There’s now Sweet Candy Fever, Crafty Candy, and, Candy Bars – being the most recent one, which is hosted on the gaming site Pocket Fruity.
Is the success of candy-themed games due to the fact that the treat reminds people of their childhood when life was easier? Or is it because everyone simply loves food? Whatever the reason, using candy as a marketing tool seems to work for most industries. Which probably means, it’s only a matter of time before we see a game focusing on Pulse, right?
If you’re interested in tasting India’s latest craze, you can order Pulse via Amazon. Yes, that’s right, it’s on Amazons, folks! Where else would it be?
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