In a country where taste is an emotion and food is a celebration, India’s love affair with candy and toffee has always been vibrant. From creamy chocolates to chewy caramels, we’ve had them all. But in 2015, something remarkable happened. A new candy entered the market and didn’t just fit into an existing category — it created one of its own. We’re talking about none other than the masaledar sensation that took India by storm — Pulse Candy.
A Candy That Started a Revolution
Launched by the DS Group, a brand known for iconic names like Catch and Rajnigandha, Pulse Candy made a quiet entry into the Indian market in April 2015. At first glance, it seemed like any other fruit-flavoured toffee. But beneath its hard candy shell was a core that changed everything — a tangy, spicy, masala-filled surprise that left everyone wanting more.
The first variant, Kachcha Aam (raw mango), was not just a nostalgic flavour for Indians; it was a game-changer. Within a few months, word-of-mouth buzz began to build, and soon Pulse wasn’t just a candy — it was an obsession.
The Birth of the Masaledar Candy Craze
Before Pulse, Indian candy was largely divided into sweet and fruity types, or the occasional tangy treat like imli (tamarind) candies. But Pulse dared to blend sweet, sour, and spicy — a bold move that redefined the taste profile of what a candy could be.
It was the masala core that did the trick. As the candy dissolved slowly, the masala kicked in like a flavour bomb. This unexpected twist not only delighted Indian palates, which are naturally inclined toward spice and tang, but also set a new benchmark for what “masaledar” could mean in the candy world.
Why India Fell in Love with Pulse
Pulse’s success wasn’t accidental. It was the result of smart innovation, cultural insight, and most importantly, a deep understanding of Indian taste preferences. Here’s why people across all age groups instantly connected with it:
1. Nostalgia in a Wrapper
Flavours like Kachcha Aam and Imli evoked childhood memories of summer vacations, climbing mango trees, and buying tangy treats from the local thela. Pulse took those emotions and packaged them in a toffee that felt familiar yet exciting.
2. A Surprise in Every Bite
Unlike conventional candy that’s consistent throughout, Pulse offered a layered experience — sweet on the outside, masaledar on the inside. That unique surprise element made it fun and addictive.
3. Affordable Indulgence
At just ₹1 per piece, Pulse became everyone’s go-to candy. Its pocket-friendly pricing made it accessible to school kids and office-goers alike, turning it into a small luxury you could enjoy anytime, anywhere.
4. Universal Appeal
Whether you’re a child, teenager, working professional, or grandparent, Pulse has something for everyone. It’s one of the few candies that transcended age, region, and social groups to become a truly pan-India phenomenon.
The Pulse Phenomenon: Numbers Don’t Lie
The success was staggering. Within two years of its launch, Pulse had huge demand across every corner of the country, even overtaking some of the biggest chocolate brands in India. The demand was so intense that retailers struggled to keep up. Pulse wasn’t just selling — it was flying off the shelves.
As demand surged, the DS Group expanded the Pulse lineup to include flavours like Guava, Pineapple, and Orange, but the masala core remained the story’s hero. That spicy surprise became the brand’s signature and helped solidify Pulse as the leader of the masaledar candy movement.
A Brand With an Attitude
Much of Pulse’s success can also be attributed to its bold branding. With the iconic tagline —
“Pran Jaye Par Pulse Na Jaye”
(It’s easier to give up your life than give up a Pulse!) — The candy positioned itself not just as a treat, but as a treasure. This quirky, confident attitude turned Pulse into more than just a product — it became a part of pop culture.
You’ll find people hiding it from colleagues, stashing it in their car’s glove box, or even bargaining for it in the office. That level of passion is rare, and Pulse managed to earn it without celebrity endorsements or flashy campaigns — just pure taste and clever marketing.
Redefining Candy in India
Today, if you walk into any general store or supermarket or even scroll through online grocery apps, Pulse is there, often right at the checkout counter. It’s not just a popular candy; it’s become a permanent fixture in India’s snacking ecosystem.
Even several years after its launch, no other masaledar candy has managed to replicate its success. Imitators have tried to crack the Pulse formula, but none have matched the flavour balance, brand identity, or emotional connection it commands.
Conclusion: A Toffee That Turned the Tables
In the vast and colourful landscape of Indian candy, Pulse stands alone — not just for its taste, but for its impact. It has given the Indian candy industry a masaledar makeover, proving that innovation rooted in tradition can still break new ground.
Whether you call it a toffee, a candy, or a masaledar bomb, one thing’s clear — Pulse isn’t just a sweet snack. It’s a cultural phenomenon that changed the way India looks at candy.
And as long as there are taste buds that crave something spicy, tangy, and utterly unforgettable, Pulse will stay right at the top — pulsing through every pocket and palate.
Visit to know more https://www.dsgroup.com/our-brand/confectionery/pass-pass-pulse
