New Delhi: DS Group (Dharampal Satyapal Group), a diversified multi-business corporation and a leading FMCG conglomerate, has unveiled its newest innovation in the confectionery space — Pulse Golmol – Imli Flavour Goli. With a soft texture and bold tangy taste, the Re 1/- tamarind-based treat brings nostalgic delight to consumers across generations.
Inspired by India’s timeless love for tamarind (imli), Pulse Golmol Imli Goli is crafted using high-quality ingredients and infused with natural tamarind, celebrated in Ayurveda for its digestive properties. The product promises a distinctive blend of sweet and tangy flavours, delivering a fun-filled burst of irresistible taste in every bite.
Speaking on the launch, 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 mark the launch, DS Group is deploying a comprehensive campaign designed to immerse consumers in a wave of nostalgia. Pre-launch promotions include high-visibility Point-of-Purchase displays, on-ground activations, and extensive product sampling across strategic touchpoints. A mass media campaign will follow, rolling out in phases nationwide to amplify the playful and mischievous tone of Pulse Golmol’s imli kick.
This launch follows a major milestone for DS Group’s confectionery division, which surpassed ₹1,000 crore in annual turnover in FY 2023-24. The Group is now the second-largest player in India’s non-chocolate confectionery category and a clear leader in both the Hard-Boiled Candy (HBC) and Indian Ethnic Confectionery (IEC) segments.
In line with its sustainability goals, DS Group has also taken strides in environmentally responsible distribution, deploying over 800 electric vehicles across its confectionery supply chain. The company continues to prioritize ESG investments while upholding the highest standards of integrity, governance, and social responsibility.
Driven by innovation and a deep understanding of Indian tastes, DS Group’s DSFL division has built a compelling confectionery portfolio featuring leading brands such as Pulse, Pass Pass, Rajnigandha Pearls, Chingles, and Pulse Natkaare, along with the recently acquired LuvIt brand. Despite fierce market competition, Pulse has maintained its leadership position in the HBC space for over eight years, a testament to the brand’s consistent appeal and product innovation.
By tapping into the preferences of Gen Z, strengthening modern retail channels, and leveraging influencer marketing and new-age tech platforms, DS Group continues to contemporize traditional Indian flavours — staying true to its ideology to “Create What is Worth Creating.”
