HT Bureau
GUWAHATI, April 10: DS Group, one of India’s leading FMCG conglomerates, has launched its newest confectionery offering — Pulse Golmol – Imli Flavour Goli. Priced at just Re 1, the new product aims to tap into consumers’ nostalgia with a playful, tangy twist inspired by the classic tamarind (imli) flavour.
The latest addition to the iconic Pulse product line, Pulse Golmol is a soft, sweet-and-sour candy designed to evoke memories of childhood treats, with tamarind at the heart of its flavour profile. The company describes it as a “fun-filled goli bursting with the mischievous Pulse taste.”
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Speaking on the launch, Jyotiroop Barua, Business Head, Confectionery at DS Group, said, “Pulse Golmol isn’t just another candy—it’s a journey down memory lane. With this launch, we’re expanding the Pulse brand’s footprint and offering a new flavour experience that we believe will resonate with both young and old alike.”
The product is infused with natural tamarind, known not only for its bold taste but also for its Ayurvedic digestive benefits. According to DS Group, this positions the candy as both flavorful and functional.
To support the launch, the company is rolling out a nationwide, multi-tiered campaign blending nostalgia with youth appeal. Pre-launch activities include product sampling, point-of-sale promo
tions, and on-ground activations. A mass media campaign will follow as distribution ramps up across India.
The launch comes on the back of a major milestone for the company’s confectionery division, which crossed ₹1,000 crore in annual turnover in FY 2023-24. DS Group currently holds a leadership position in the hard-boiled candy and Indian ethnic confectionery segments and is the second-largest player in the non-chocolate category in India.
DS Group is also emphasising sustainability, deploying a fleet of over 800 electric vehicles in its confectionery distribution network as part of a broader ESG initiative.
With a diverse confectionery portfolio including well-known brands like Pass Pass, Rajnigandha Pearls, Chingles, and the recently acquired LuvIt, DS Group continues to innovate in the Indian sweets space. Its Pulse brand has remained the market leader in the hard-boiled candy segment for eight consecutive years.
The launch of Pulse Golmol reflects DS Group’s ongoing strategy to blend traditional Indian flavours with modern branding, appealing to evolving tastes while staying rooted in familiar, much-loved ingredients.
