Dharampal Satyapal (DS) Group on Tuesday announced its entry into the confectionery market with the launch of ‘Chingles’ chewing gum at Re. 1 for 2.52 grams sachet and Rs 5 for 10.8 grams of zipper pouch.
The chewing gum will be launched under the Pass Pass brand with Pass Pass Chingles as the first offering. DS Group will be investing around Rs 150 crore in setting up of this new business.
‘Chingles’ is positioned as mini gum available in flavours such as nimbu, saunf and mint. The new product will be supported by a multi-media communication campaign including a new television commercial.
According to reports from EuroMonitor and Tata Strategic Management Group, the entire confectionery market in India is a little over Rs 9,000 crore, of which the chewing gum market is estimated to be a Rs 1,600 crore plus, growing at 25 per cent.
The chewing gum market, which constitutes 27 per cent of the total confectionery market, is trailing behind sugar confectionery (44.2 per cent) and chocolate (28.6 per cent).
DS Group is a diversified conglomerate associated with brands like Catch Salt & Spices, Catch Natural Spring Water, Pass Pass and Rajnigandha.