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The Shocking Rise of Pulse Candy: From 0 to 100 Crores? | Business Case study
This tiny candy has taken India by storm and it is called the Pulse candy!!
While most people look at pulse as just another candy, it is actually a revolutionary product that shook the entire candy industry !! and it was so revolutionary, that they hit 100 crores in revenue in just 8 months, 300 crores in 2 years of its launch,and now in fy24 they just sold candies worth 1000 crores!!
And again, while most people think it is easy for a candy to survive, you have to understand that Pulse was up against Industry giants like Mango Bite and Alpenliebe, brands that dominated India’s candy market for decades. And 90% of all new brands in the candy market fail in the first year itself!!
So the question is,
Why did the makers of Pulse choose to enter such a cutthroat market where 90% of brands fail?
How on earth did Pulse mangobite and apelible to become a legend in the Indian candy space?
And most importantly, what are the lessons that we need to learn from the rise of pulse candy?