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]
Pulse Candy's marketing campaigns have included television commercials and regional festival activations. In 2017, its first TV ad used the tagline Pran Jaaye Par Pulse Na Jaaye, followed by a 2024 campaign featuring actors Saurabh Shukla and Abhishek Banerjee. The product was also featured in the 2024 film Ulajh.[21][22]
Academic case studies about Pulse Candy's business strategy have been published by institutions like the Indian Institute of Management Ahmedabad.[5]
In 2017, Pulse Candy organized an event featuring 1,150 kites at the Rann of Kutch.,[23][24][25] which was recorded in the Limca Book of Records.