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DS Group’s Pulse Candy Recognized by IIMA as a Case Study in Marketing Excellence

Sep 3, 2024 by Sujata 0 Comments #DS Group’, #New Delhi, #Pulse Candy

pulse

New Delhi, 03 September, 2024: Pulse Candy, one of the flagship brands of Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate is proud to announce its inclusion in a prestigious case study by the Institute of Management Ahmedabad (IIMA). This accolade celebrates Pulse Candy’s remarkable journey from a disruptive market entry to its current status as the leader in the confectionery industry. Some of the other keys brands of DS Group include Catch, Pass Pass, FRU, Ksheer, Rajnigandha, LuvIt, BABA, Tulsi, L’Opera, Le Marche, Birthright, Namah, etc.

Being a leader in the Hard Boiled Candy segment since the last eight years, Pulse Candy has captured the hearts and taste buds of millions of consumers. The IIMA case study delves deeply into the innovative marketing strategies and strategic decisions that fuelled Pulse Candy’s rise to prominence. It provides a comprehensive look at how DS Group identified the need in the market, developed a unique product, and navigated various challenges to achieve phenomenal success.

“We are deeply honored by IIM Ahmedabad’s recognition of Pulse Candy as a case study,” said Mr Rajiv Kumar, Vice Chairman, DS Group. “This acknowledgment highlights our team’s dedication and the product’s significant impact on the market. Our continuous focus on innovation and dedication to deliver what the consumer wants is what has helped us flourish and remain relevant since the last 95 years. We hope this case study serves as an inspiration to future marketers and entrepreneurs.”

Prof Sanjay Verma, IIM Ahmedabad said, “The inclusion of Pulse Candy in our case study series underscores the remarkable intersection of innovation and strategic acumen. Pulse Candy’s journey from a bold market entry to industry leadership is a testament to the power of creative marketing and strategic vision. This case study not only highlights DS Group’s ability to identify and capitalize on market opportunities but also provides invaluable insights for future business leaders. It is a compelling example of Culture Marketing and how well-executed strategies can redefine market dynamics and achieve unprecedented success.”

This three-part case study examines DS Group’s strategic entry into the competitive hard boiled candy market. The FMCG giant’s transition into a sector dominated by established national and international players is explored in detail. The study analyzes the identified market opportunity and DS Group’s approach to product differentiation. It provides a comprehensive overview of market size, growth, segmentation, key competitors, and distribution channels.

The launch of Pulse Candy is the second part of the series and is highlighted as a turning point in the case study. By identifying a consumer preference for tangy raw mango, DS Group created a unique, premium candy. This innovative product, with its distinctive taste and packaging, rapidly gained popularity, surpassing competitors to become the market leader.

Pulse Candy’s success is further examined in terms of marketing strategies and challenges in the third series. Pulse Candy achieved INR 1 billion sales in eight months through BTL, digital, and influencer marketing. Despite counterfeits, copycats, and shortages, DS Group’s strategies maintained market dominance.

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DS HQ Retains Global Leadership as World’s 1 LEED Platinum Certified Green Building

Jul 26, 2024 by Mansi 0 Comments #DS Group’, #Global Leadership, #Green Building, #HQ Retain, #LEED Platinum, #Mr. Rajiv Kumar

New Delhi, July 26, 2024 – Reaffirming its position as a global leader in green and sustainable building practices, the Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate has yet again been honored with a LEED (Leadership in Energy and Environmental Design) Platinum Green Building certification under the USGBC Existing Building – O+M Programme Version 4.0 category. The certification, valid for the next five years, has been awarded to the Group’s headquarters, preserving its prestigious title of being World’s Most Sustainable Green Building. Situated in Noida, Uttar Pradesh, India, the DS Group Headquarters (DSHQ) presently houses the Corporate office, an R&D centre and state-of-art manufacturing facilities.

The certification was granted basis assessment of eight parameters, namely water efficiency, location and transportation, indoor environmental quality, sustainable sites, energy and atmosphere, materials and resources, innovation and regional priority credits. At the time of recertification in June, 2024 securing a score of 109 out of 110- an increase from 104 from the previous edition, DS Group headquarters has reclaimed the top position globally.

Mr. Rajiv Kumar, the Vice Chairman of the DS Group said “We are thrilled to announce the renewal of DS HQ’s LEED Platinum Green Building certification under the LEED v4.0 Operations and Maintenance (O+M) program. This achievement demonstrates our ongoing commitment to environmental sustainability and aligns with India’s vision of achieving net-zero emissions by 2070. As a global leader, DS Group recognizes the importance of responsible environmental stewardship and is committed to continually implementing sustainable practices for a greener future.”

The DS Group headquarters has consistently maintained its leadership position with its unique initiatives in this space. In June 2023, the building also achieved LEED Zero carbon status owing to the help of various energy saving technologies, automation and enhancing operational efficiency. DS Group has its sustainability initiatives extend beyond its headquarters, encompassing diverse sectors such as energy management, water conservation, material recycling, and waste management across the country. These efforts align with the company’s broader commitment to integrating business, social, and environmental objectives for significant societal impact. The latest accolade further reinforces DS Group’s position as a global leader in corporate sustainability and highlights its dedication to integrating environmentally friendly practices into its operations.

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DS Group’s Catch Spices enters the INR 1000 Cr Club

Apr 20, 2024 by Sujata 0 Comments #Catch Spices, #DS Group’, #Khana Sirf Khana Nahi Hota, #Mr. Rajiv Kumar

New Delhi, 20th April, 2024: Catch Spices, a core brand of Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG conglomerate, has marked a significant leap in the packaged spice industry by announcing its entry into the INR 1000 crore club. Having achieved an impressive year-on-year growth rate of 24 percent in the last two years, Catch Spices remains optimistic about its growth prospects. With a strategic vision, it aims to bolster its presence targeting a Compound Annual Growth Rate (CAGR) of approximately 30% over the upcoming five years.

Giving impetus to its aggressive expansion plans, through modern-format stores and e-commerce including quick commerce platforms, Catch Spices has diversified its vibrant portfolio by venturing into pastes, gourmet gravies, grinders, herbs, and pink rock salt, with several new product developments underway. Expanding reach and boosting growth will involve enhancing product offerings with a focus on digital-first products, and regionalization catering to local taste palates. Catch Spices is ambitiously strategizing to dominate the Indian kitchen space with differentiated products that bring purity, taste, and convenience as key drivers.

CATCH

Speaking on the occasion, Mr. Rajiv Kumar, Vice Chairman, DS Group, said, “Our relentless pursuit of excellence and a consumer-centric approach enabled Catch Spices to achieve the significant milestone of being an INR 1000 crore brand. Today, Catch Spices has become synonymous with consistent quality and reliability. Our innate understanding of consumers’ diverse and evolving tastes has played a crucial role in refining our product offerings, and ensuring continued success.”

The Catch brand was introduced by DS Group in 1987 with the launch of a revolutionary table-top Salt sprinkler and the brand has since grown to encapsulate the very essence of cooking which ranges from straight spices to myriad blends and pastes and wholes; across nine categories with more than 125 variants and 300 SKUs. Today Catch products are available in more than 7 lakh retail touchpoints through more than 1500 distributors nationwide. Catch Salt and Spices reaches out to more than 2 crore households in India. With the changing consumer buying behavior, Catch Spices has thoroughly studied and capitalized on the evolving trends in modern trade, e-commerce including quick commerce to its advantage. Leveraging these platforms, the company has demonstrated exceptional growth, outperforming industry standards.

Catch Spices has always invested significantly in technology and research to acquire insights into consumer behavior and market trends. Despite challenges posed by regional competition and commodity rate fluctuations, the brand remains resilient and agile. As per the latest industry estimates, the packaged spices industry in India stood at approximately INR 34,000 crores in 2023 witnessing an 18% growth and a volume growth of 4% whereas Catch Spices outperformed this trend for the same period having grown by more than 23% while the volume growth was more than double that of the industry.

With prominent brand ambassadors such as Akshay Kumar, Bhumi Pednekar and Kirti Kharbanda, the brand has garnered widespread acclaim for its campaign “Kyunki khana sirf Khana nahi hota.” This positioning of “Khana Sirf Khana Nahi Hota” highlights the thought that food encompasses many emotions – memories, bonds, tradition, and values, bringing the brand closer to a consumer’s daily life – beyond merely functional to an emotional connection. Leveraging the trends in the market, Catch Spices has increased its focus on digital marketing to cater to its consumers. The brand has also forged successful partnerships and initiatives to enhance market penetration, including co-promotion initiatives with consumer brands and trade loyalty programs.