MUMBAI: Dharampal Satyapal Group (DS Group), has expanded its confectionery portfolio with the launch of Pulse Golmol imli flavour goli. This soft, tangy tamarind-based goli is priced at just Rs 1 per pouch and promises to spark nostalgia among Indian consumers.
Infused with natural tamarind, Pulse Golmol taps into the flavour profile that generations have grown up loving. The product also highlights tamarind’s Ayurvedic benefits, especially its role in aiding digestion.
DS Group business head – confectionery Jyotiroop Barua said, “DS Group is excited to unveil its newest offering, Pulse Golmol, adding to the Pulse product line. It's more than just a goli; it's a delightful journey down memory lane, reawakening the carefree joy and zest. Each tangy tamarind treat is bursting with the playful Pulse flavour. Pulse is market leader in HBC category and just like our core Pulse products, we're confident that this new offering will be a favourite among our consumers and further strengthen our position in the market."
To support the rollout of Pulse Golmol, the brand is launching a multi-faceted campaign across the country. The pre-launch phase includes impactful in-store displays, product sampling, and on-ground consumer activations. A wider media campaign will follow, crafted to evoke playful nostalgia and highlight the mischievous tang of tamarind.
DS Group’s confectionery division recently crossed Rs 1,000 crore in annual turnover for FY 2023-24. It holds a dominant position in the non-chocolate confectionery segment, particularly in the hard-boiled candy (HBC) and Indian ethnic confectionery (IEC) categories.
Sustainability also remains a key focus for DS Group. The company operates a fleet of over 800 electric vehicles for confectionery distribution, aligning with its ESG vision and commitment to ethical business practices.
DS Group continues to innovate across its diverse brand portfolio, which includes Pulse, Pass Pass, Rajnigandha Pearls, Chingles, Pulse Natkaare, and the recently acquired LuvIt. With a strong grip on evolving consumer tastes especially among Gen Z the group is modernising its ethnic offerings and embracing new-age marketing and digital strategies.
