DS Group, owner of brand Rajnigandha and Catch, is strengthening its position in the confectionary segment.

Recently, the company forayed in the hard-boiled candy segment extending its brand Pass Pass with the launch of it tangy-powder filled candy Pulse.

So far, the company has launched this in Rajasthan and Gujarat.

Shashank Surana, Vice-President, New Product Development, DS Group, said, “We are looking forward to launch it pan-India in the coming months. The demand in Rajasthan and Gujarat, where we first launched, is so high that we had to postpone an all-India launch and enhance the manufacturing capacities.”

Brand re-positioning The company repositioned brand Pass Pass a few years back to tap into the confectionary segment and launched the mini chewing gum segment with Chingles. Pulse, the Kaccha Aam candy, is its latest product.

“We are very bullish on the confectionary segment. In India, the confectionary market is going through brisk changes in terms of trends and target consumer patterns. The industry is at advantage from higher consumer spending and expansion of consumer base as more and more adults are patronising this segment besides the children and young adults,” he said.

More products on anvil The company is now looking at adding new “high-demand and popular” flavours for its brand Pulse. “Many more products are in the pipeline in the candy segment,” Surana added.

Currently, the confectionary segment contributes about 3 per cent to the DS Group’s revenues.

“We hope that the confectionary segment will at least contribute 10 per cent to the top line in the next three years,” he said.

According to a Euromonitor study, sugar confectionary value sales are expected to grow by 17 per cent to touch ₹5,000 crore in 2015.

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