Pulse, Kachcha Aam flavoured, is a new powder filled candy in the segment giving it a requisite differentiation of flavour.
"Hard boiled candies are growing at the rate of 9 per cent with a total market size Rs 1,800 crore, therefore the group decided to enter the segment," Shashank Surana, Senior General Manager - New Product Development, DS Group said.
The initial phase of the launch will be supported extensively with activities in Rajasthan like in-shop display, exclusive merchandise promotion and focussed sampling through various consumers, he said.
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