Ratnakar Upadhayay
Ek rupaye ki candy se ek company ne 300 crore rupiye kamaye. Hum baat kar rahe hain DS Group aur unki pulse candy ki. Let’s see how it all started: the success story of pulse candy.
Kaise Hui Shuruat?
DS Group ne 2015 me pulse candy ko market me launch kiya tha. Ye company catch masala, ranjnigandha aur pearls elaichi banati hai.
Before launching the candy, company ne Indians aur candy market par research kiya. Unhone paya ki Indians mango especially kachche aam ke flavour ko bahut pasand karte hain. Moreover, mango flavour ki candies candy market ka 50% cover karti hain. Makers also found ki Indians kachhe aam spices ke blend ke saath khana pasand karte hain. Ye spice usually salty aur teekhi hoti hai.
On the basis of this research, company ko ek kamaal ka idea aaye. Unhone aisi candy banane ke baare me sochha jo Indians ke taste ko suit kare. Therefore, a kachha aam flavoured candy. Also, unhone ek special sweet-sour blend of spices banaya jo ki candy me chhupaya ja sake.
DS Group ne candy ka first trial Gujarat me kiya. Aur unka experiment safal hua.
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The Beginnings
Normally, logo ko toffees store me change ke badle di jati hai. However, pulse candy ko log bulk me khareedne lage. Imagine a Re 1 candy and 1.27 billion people. As a result, DS Group ne in only 8 months Rs 100 crore kamaye.
Logo ne itni candies khareedi ki company ki supply kam par gayi. DS Group ne kabhi socha nahi tha ki aisa hoga. Unhe jaldi naye manufacturing units kholne pade. Besides, kayi companies ke saath tie karke unhone supply cover karne ki koshish ki.
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Advertisment Par Kam Hua Kharcha
Pulse candy logo me bahut popular hui due to its flavour. Log apne friends aur relatives ko pulse ke baare me batane lage. Infact, pulse par ban memes social media par viral hue. Consequently, DS Group ko candy ke advertisment par kam kharcha karna pada.
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Pulse Bani Market Ki No. 1 Candy
Pulse candy Indian market me three years ke liye top par rahi. While ITC aur Perfetti ko kayi saal lage market me settle hone me, DS Group kuchh saalo me hi top kar gaye. During this time, kayi fake companies bhi market me aayi. However, pulse candy Indians ki favourite bani rahi.
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Black-Green Wrapper Par Hui Thi Research
Makers ne wrapper ke colour par bhi research kiya. Wo aisa wrapping style chahte the jo customers ko attract kare aur dusron se alag dikhe. Hence, black-green wrapper. Unka ye experiment bhi safal hua.
Later in 2016, company har month 1250 tonne candies manufacture karne lagi. Following its popularity, company ne naye flavours launch kiye. Wo iss candy ko Singapore, UK aur USA me bhi launch karne ke baare me soch rahe hain. Also, they are thinking of patenting their spice blend.
A Business Development Manager and Internet Industry veteran with more than 7 years of experience in Sales Operations, Events & Weddings, Social Media Marketing, Business Development & Strategy.
