The Dharampal Satyapal Group (DS Group), one of India’s leading FMCG conglomerates, has unveiled a new addition to its popular Pulse confectionery line — Pulse Golmol – Imli Flavour Goli. Priced at just Re 1 per pouch, this new product combines the nostalgic flavour of tamarind with modern convenience and affordability.
Crafted with natural tamarind and high-quality ingredients, Pulse Golmol taps into the sweet and tangy taste profile that has delighted Indian consumers for generations. Tamarind, traditionally known for its digestive benefits in Ayurveda, makes this soft goli both enjoyable and beneficial. DS Group aims to bring back childhood memories and playful mischief with every bite.
A Tangy Journey Down Memory Lane
Speaking about the launch, Mr. Jyotiroop Barua, Business Head – Confectionery at DS Group, emphasized that Pulse Golmol is more than just a candy — it’s a joyful, nostalgic experience. “We wanted to recreate the magic of those carefree childhood days while staying true to the Pulse brand’s signature taste,” he said.
The product is part of a broader campaign designed to create strong consumer engagement. DS Group is rolling out a multi-phase marketing strategy, starting with eye-catching Point-of-Purchase displays and free sampling at key retail touchpoints. These will be followed by ground activations and a nationwide mass media campaign. The brand aims to evoke nostalgia and connect with consumers on an emotional level.
Riding on a Landmark Year
The launch of Pulse Golmol comes on the heels of a record-breaking year for DS Group’s confectionery division, which crossed ₹1,000 crore in annual sales turnover in FY 2023–24. The Group is now India’s second-largest player in the non-chocolate confectionery segment and continues to dominate the Hard-Boiled Candy (HBC) category for the eighth consecutive year.
Apart from the Pulse range, DS Group’s portfolio includes well-known brands like Pass Pass, Rajnigandha Pearls, Chingles, Pulse Natkaare, and the newly acquired LuvIt. These brands cater to a wide range of consumer preferences, blending tradition with innovation.
A Commitment to Sustainability and Innovation
DS Group is also leading the way in sustainability with over 800 electric vehicles now used in its confectionery distribution network. The Group is heavily investing in ESG (Environmental, Social, and Governance) initiatives, strengthening its reputation for ethical practices and long-term trust-building.
Innovation remains at the core of DS Group’s philosophy — “Create What is Worth Creating.” The company has been a pioneer in the Indian Ethnic Confectionery space and is now revamping its ethnic range for the younger demographic, expanding its modern retail presence, and leveraging influencer marketing and digital platforms.
With the launch of Pulse Golmol Imli Goli, DS Group continues to celebrate Indian flavours, consumer trust, and the joy of simple pleasures — all in a single bite-sized treat.
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