Dharampal Satyapal Group (DS Group), a leading multi-business conglomerate and a major force in India’s FMCG sector, has announced the launch of its latest confectionery product — Pulse Golmol – Imli Flavour Goli. Priced at just Re 1 per pouch, this new offering is designed to evoke nostalgia with its tangy tamarind flavour, a taste that has delighted generations. Made with high-quality ingredients and infused with natural tamarind known for its Ayurvedic digestive properties, Pulse Golmol Imli combines sweet and sour in a soft goli that delivers an irresistible burst of tangy delight.
Speaking about the launch, Mr. Jyotiroop Barua, Business Head, Confectionery at DS Group, shared the excitement around expanding the Pulse product family. He described Pulse Golmol as more than just a goli — it’s a joyful journey down memory lane, reawakening the carefree spirit of childhood. The product captures the playful essence of the original Pulse flavour, and DS Group is confident it will become a consumer favourite while further reinforcing the brand’s market leadership.
To support the launch of Pulse Golmol Imli Goli, DS Group has developed a robust, multi-layered campaign. Pre-launch efforts include prominent Point-of-Purchase displays and sampling initiatives at strategic locations, supported by interactive on-ground activations to connect directly with consumers. The campaign leans into the mischievous and tangy nature of the product to stir up nostalgia and youthful excitement. A mass media push will follow, timed with broader distribution, ensuring the messaging reaches audiences nationwide in a phased rollout.
This launch follows a milestone year for DS Group’s confectionery division, which crossed ₹1,000 crore in annual sales turnover during FY 2023–24. The Group is now the second-largest player in India’s non-chocolate confectionery market and maintains a leading position in both the Hard-Boiled Candy (HBC) and Indian Ethnic Confectionery (IEC) segments. The Pulse brand, in particular, has dominated the HBC category for eight consecutive years despite the market’s competitive nature. Alongside Pulse, other prominent DS Group brands include Pass Pass, Rajnigandha Pearls, Chingles, Pulse Natkaare, and the recently acquired LuvIt — each curated to meet evolving consumer preferences with distinctive propositions.
DS Group continues to champion responsible growth and sustainability. A fleet of over 800 electric vehicles is now used for confectionery distribution, highlighting the company’s commitment to environmentally friendly practices. Substantial investments are also being directed towards ESG initiatives as the Group strengthens its governance standards, prioritizes integrity, and builds enduring trust with partners, employees, and communities.
Innovation and quality remain central to DS Group’s strategy. The company has played a pioneering role in organizing and branding the Indian Ethnic Confectionery space, offering consumers diverse options that reflect both tradition and modern taste. With a deep understanding of evolving Indian flavour preferences, DS Group is revamping its ethnic product range for younger audiences, expanding modern retail partnerships, leveraging influencer-driven outreach, and utilizing emerging technologies to enhance its market presence. All of this reflects the company’s core philosophy — “Create What is Worth Creating” — and the new Pulse Golmol Imli Goli is yet another testament to that vision.
