Pulse candy, which shatter the domestic confectionary market and become consumer’s favourite with its fruity taste ending in a tangy burst, has come up with another surprise in its sleeve by introducing a new beverage.
DS Group,(Noida based) the maker of Pulse candy, Catch and Pass Pass is now planning to take on bigger brands. To compete with products like Slice , Frooti and Maaza with a ready-to-drink mango beverage naming “Pulse Mango, Masala Maar Ke”.
A brand addition of Pulse candy, the drink costs at Rs 15 for a 250 ml bottle. Shashank Surana, Senior VP (new product development) said, “It is being test marketed in Delhi NCR. Furthermore the test marketing is assisst by displays and sampling. Also the initial user feedback is very encouraging,” he added.
Comparing with the Rs 14,500 cr Indian soft drink market, the juice section is valuing at about Rs 5,000 cr with a growning year-to-year at rate of approx 15%. Including beverages such as Frooti by Parle Agro, Maaza by Coca-Cola, Paper Boat Aam Panna of Hector Beverages and Slice & Nimbooz by PepsiCo. Interestingly , mango is dominating with around 80% share in the market.
From a report by TOI in April, Pulse candy already reached Rs 100 cr within 8 months from its launch. Also matching the record of Coke Zero, a diet drink from Coca-Cola.