Dharampal Satyapal Group (DS Group), a prominent FMCG conglomerate, has unveiled its latest product, Pulse Golmol – Imli Flavoured Goli. This new addition to the Pulse family brings a nostalgic twist with its tangy tamarind (imli) flavour, offering a delightful digestive treat for all ages. The product, priced at just Re 1 per pouch, aims to rekindle the flavours that have been loved for generations.
Made from high-quality ingredients, Pulse Golmol Imli Goli combines the distinctive sweetness and tanginess of tamarind, which is known for its Ayurvedic properties that aid digestion. The soft goli delivers an irresistible burst of fun-filled tanginess, making it an ideal choice for consumers looking for both flavour and digestive benefits.
Speaking on the launch, Mr. Jyotiroop Barua, Business Head, Confectionery at DS Group, shared, "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 a successful launch, DS Group has designed a multi-faceted campaign that will immerse consumers in nostalgia. Pre-launch activities include extensive point-of-purchase displays, product samplings at key touchpoints, and on-ground activations to directly engage with consumers. The brand's messaging will highlight the product's mischievous imli flavour and tanginess to evoke a sense of youthful joy and fond memories. The campaign will be supported by a mass media initiative, strategically timed to coincide with achieving critical product distribution, and will be rolled out across India in phases.
Recently, the confectionery division of DS Group reached a significant milestone by surpassing ?1,000 crores in annual sales turnover for FY 2023-24. DS Group is now the second-largest player in India's non-chocolate confectionery market and one of the largest and fastest-growing confectionery companies in the country, holding a leadership position in the Hard Boiled Candy (HBC) and Indian ethnic confectionery (IEC) segments.
