New Delhi, April, 2024.

Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate, announces its latest product line - 'Pulse Golmol – Imli Flavour Goli,’ a treat that takes one on a nostalgic journey. Inspired by the familiar tamarind (imli) flavour that has delighted generations, Pulse Golmol Imli is a soft, tangy goli, priced at just Re 1/- per pouch.

Made from high quality ingredient, ‘Pulse Golmol Imli Goli’ is infused with natural tamarind, known for its Ayurvedic properties that aid digestion. It offers a distinctive combination of tangy and sweet flavours, delivering an irresistible burst of fun filled tanginess.

Championing sustainability efforts, a robust fleet of 800+ electric vehicles is deployed in the distribution of confectionery products, thereby contributing to a cleaner environment.  The Group is driven towards responsible expansion with intense investments planned in the ESG space. The aim is to govern DS Group through the highest professional and ethical standards lead with integrity, and deliver impact responsibly while maintaining the trust of partners, colleagues and society.

Speaking on the launch, Mr. Jyotiroop Barua, Business Head, Confectionery, DS Group 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 ensure successful launch for Pulse Golmol Imli Goli, DS Group is rolling out a multi-faceted campaign designed to immerse consumers in nostalgia. Pre-launch activities will focus on extensive Point-of-Purchase displays and product samplings at key touchpoints, coupled with on-ground activations to directly connect with consumers. The brand messaging will leverage the product's mischievous imli flavor and tanginess to evoke a sense of nostalgia and youthful joy. A mass media campaign strategically timed to coincide with achieving critical product distribution will further amplify this core message. It will be launched in a phased manner across the country.

Recently, the confectionery division of DS Group achieved a significant milestone by surpassing ₹1,000 crores in annual sales turnover in FY 2023-24. In India, DS Group is the second largest confectionery player in the non-chocolate category and amongst the largest, fastest-growing Indian confectionery players in the industry commanding a leadership position in the Hard Boiled Candy (HBC) and Indian ethnic confectionery (IEC) segments.

DS Group's culture of innovation and commitment to quality is evident across all segments of DSFL's business. The company has crafted compelling brand narratives and distinct consumer propositions for its key brands like Pulse, Pass Pass, Rajnigandha Pearls, Chingles, Pulse Natkaare, and the recently acquired LuvIt. Despite the competitive nature of the hard-boiled candy market, DSFL's brand "Pulse" has maintained its position as the market leader for the past 8 years. In the competitive Indian Ethnic Confectionery segment, DSFL stands out with its diverse offerings. The "Pass Pass" blend caters to those who enjoy a mix of flavors, while "Rajnigandha Pearls" offers a single-ingredient experience.

Through continuous innovation, DSFL has successfully transformed the Indian Ethnic Confectionery category into a branded and organized market, providing consumers with unique options to suit their preferences. Leveraging its innate understanding of the flavors and tastes of modern India, the company is strategically contemporizing its ethnic product portfolio while focusing on Gen Z habits, strengthening modern trade channels, capitalizing on influencer marketing, and harnessing new-age technologies to amplify product reach. This accentuates the corporate ideology of ‘Create What is Worth Creating’.