There’s something about Indians and masala. It’s not just a taste — it’s an identity. From food to films, fashion to festivals, we don’t do bland. We like our stories dramatic, our music loud, and our snacks bursting with flavour. And when it comes to candy, the rule remains unchanged.

Enter the age of the masaledar candy — not sweet, not sour, not spicy… but somehow all three. And leading this flavour-packed revolution, with wrappers rustling in every corner of the country, is none other than Pulse — the candy that doesn’t ask for your attention, it demands it.

Candy, But Not Child’s Play

Let’s be real, candy has always carried a childish label. Something to be handed out at birthday parties or bought in secret on the way home from school. But Pulse shattered that notion.

It’s the first candy that made adults not just crave but openly obsess. We’re talking office workers popping them between calls, cab drivers offering them to passengers, and even high-end restaurants cheekily sliding a few with the bill. Suddenly, it became cool — even classy — to unwrap a ₹1 masala bomb in the middle of a boardroom.

Pulse has become such a staple of post-meal indulgence that it’s now expected, like the modern Indian answer to a breath mint. Except instead of minty freshness, you’re hit with a tangy explosion that makes your face do a mini-expression dance. And honestly, that’s half the fun.

A National Obsession in a Wrapper

Pulse isn’t just a candy. It’s a cultural moment. One that continues to stick around way past the trend cycle.

Here’s why:

✅ It Gets Us

Pulse understood that Indians don’t want flat flavours. We want the ride — sweet, spicy, tangy, salty, nostalgic. Pulse gives it all in layers, just like our food, just like our emotions. It’s the only candy that mirrors our personalities — a little unpredictable, wonderfully complex, and always unforgettable.

✅ It Isn’t Trying Too Hard

No glitter, no gimmicks, no over-the-top marketing. Just strong flavor, bold personality, and a simple promise: you won’t stop at one. And guess what? No one does.

✅ It’s a Flavour First-Mover

Before Pulse, “masala in candy” was a niche idea. Pulse made it mainstream. It created a new category — the “masaledar candy” — and gave birth to dozens of copycats. But like all originals, Pulse still holds the crown. Others tried to replicate the masala core, but none could crack the balance — that perfect moment where sweet gives way to spice with no warning.

✅ It’s Everywhere — and Yet Never Enough

From corner stores to airports, Pulse is always within reach. But it’s never just available — it’s in demand. Walk into any party, and you’ll see guests casually picking Pulse from the snack table like it’s gold. Because let’s be honest, if you’re hosting and there’s no Pulse in the bowl? You’ll hear about it.

Why Pulse Is the Best Candy Brand in India

Let’s pause for a moment. In a country where we take food seriously, becoming the best candy brand is no small feat.

Pulse achieved it by doing something candy rarely does:

It earned respect.

Not just for its flavor, but for its understanding of India’s heart and tongue. It’s proudly local, proudly loud, and proudly full of zing. It didn’t try to be an international wannabe — no fancy names, no sleek-but-bland chocolate coating. Just raw mango and masala. Straightforward and sensational.

It also won hearts across every kind of consumer: urban teens, rural shopkeepers, college students, and middle-aged parents. Everyone found something in Pulse to love. And let’s not ignore the sheer emotional loyalty it inspires. People have stories attached to it. Inside jokes. Traditions. Gifting habits. Office rituals.

This isn’t brand love. This is Pulse Fever.

The Masaledar Future

The pulse isn’t done. The original Kaccha Aam remains iconic, but the brand has expanded into Guava, Orange, Litchi, and Pineapple — each carrying its zing. But nothing hits quite like the OG.

And with India’s craving for bold, authentic, layered taste only growing, Pulse isn’t a trend — it’s the taste blueprint for modern Indian candy.

Final Unwrap

At the heart of it, Pulse is a simple candy with a powerful message:

“Don’t settle. Not even in candy.”

It’s India in a wrapper — colourful, flavourful, unpredictable, and unforgettable. The kind of candy that sparks a reaction, starts a conversation, and maybe even settles a score.

So go ahead — unwrap one. Feel the kick. Pass it around. And if someone tries to take your last piece?

Just smile and say,

“Pran jaye, par Pulse na jaye.”

Visit to know more: https://www.dsgroup.com/our-brand/confectionery/pass-pass-pulse.