Innovating in Confectionery The Pulse Candy Success Story at Poddar Institutions

At Poddar Business School and Poddar Management & Technical Campus, the renowned business school in Rajasthan, our faculty engages management students with impactful case studies. One such remarkable study is "Video Case Study of Pulse Candy." This article discusses how Pulse Candy disrupted the Indian confectionery market. You will learn invaluable lessons in market entry and product innovation. 

Before Pulse Candy arrived in 2015, the Indian confectionery market was largely dominated by conventional sweet and fruity hard-boiled candies, with a few tangy tamarind-flavored options. Established players with a significant price sensitivity characterized the market.

Pulse Candy's initial target market was broad, aiming to cut across all age groups. However, it particularly resonated with those who appreciate a unique blend of sweet, sour, and spicy – a flavor profile deeply embedded in the Indian palate, often associated with street food like raw mangoes dusted with masala. This was a suitable choice because it tapped into a nostalgic and widely loved taste experience that was surprisingly absent in the mass-produced candy segment.

What was truly unique about Pulse Candy's product offering, noted students of the PGDM course in Jaipur, was its innovative flavor profile. It was a hard-boiled candy with an initial sweet-tangy raw mango taste that gradually revealed a burst of spicy, tangy masala filling in its core. This "masala bomb" surprise delivered a multi-layered sensory experience, setting it apart from monotonous, single-flavor candies.

In terms of packaging, Pulse adopted a simple, vibrant wrapper, often in shades of green for its signature Kachcha Aam (raw mango) flavor, making it visually appealing and recognizable. Its pricing strategy was also crucial. Despite offering a novel product with a unique taste, Pulse was strategically priced at 1 per candy (a 4-gram piece), positioning it as an affordable mass market indulgence, even when many other candies were priced at 0.50. This value proposition encouraged widespread trial and repeat purchases.

Through this case study at our top management college in Jaipur, students learn how a deep understanding of local tastes, innovative product development and a smart marketing mix, can lead to phenomenal success, even in a competitive market like Indian confectionery. In addition to case studies, Poddar Business School also enhances students’ learning experience through global exposure, a foreign industrial tour in Jaipur, and more. Apply for an MBA course with us to begin your management career today!