Would you believe that a small Indian tangy flavoured, hard boiled candy, called Pulse has done business of more than Rs 100 crore in just 8 months? This record is almost the as same as Coke Zero, which had a
huge marketing spend.
In contrast, the homegrown Pulse has spread its reach across the length and breadth of the county by a simple and yet most effective marketing strategy: ‘word of mouth’.
The company claims that “Once a person has tasted the candy, he wishes to surprise his colleagues, friends and relatives with the surprise that unfolds at the centre of the green coloured candy. A person can’t help but, close his eyes and flavour the rich tangy for a few seconds till it dissolves.’
This raw mango flavoured candy, which has raised the pulse beats of people across the country is in demand not only in the cities, but in smaller towns too, where they are sometimes sold at a premium.
The candy has managed to push mint as an alternative to people who crave for it after a smoke or as a mouth freshener. And it’s Indian promoters, the Dharampal Satyapal (DS) Group is laughing all the way to the bank.
And who said Indians weren’t marketing smart?