Brands
DS Group takes Pulse candy to Anime India Convention in Kolkata
Candy brand eyes Gen-Z recall through experiential and creator-led play
KOLKATA: DS Group is taking its confectionery brand Pulse Candy into new cultural territory, marking its first foray into India’s anime fandom at the Anime India Convention 2026 in Kolkata.
The move signals a deliberate shift towards experience-led, youth-focused marketing as consumer brands chase attention in passion-driven spaces rather than traditional media. The two-day convention, held on 14 and 15 February, offers Pulse a testing ground for Gen-Z engagement at scale.
Pulse has set up a 24-square-metre experiential zone designed to fuse confectionery branding with anime and cosplay culture. The activation features well-known cosplay participants, including Alisa, popularly known as Ruru, portraying fan-favourite characters Momo and Marin to drive organic interaction and social sharing.
The brand is also deploying anime-themed photo booths and interactive gaming challenges such as “Race to Pulse” and “Grab the Pulse”, encouraging visitors to create and tag content across Instagram and other platforms. The strategy leans heavily on peer amplification and creator credibility rather than overt advertising.
“Anime is shaping Gen-Z culture through creativity and community,” said DS Group senior general manager, marketing—confectionery Arvind Kumar. He said the initiative reflects the company’s push towards immersive formats that blend entertainment with brand storytelling.
Pulse’s anime debut comes as the brand looks to extend its relevance beyond mass confectionery into youth-led subcultures. Launched in 2015, Pulse has led India’s hard-boiled candy segment for nine consecutive years, building its equity on unconventional flavours and high-impact marketing.
Industry executives view the initiative as part of a broader recalibration among FMCG brands, where experiential spend and cultural relevance are increasingly being treated as long-term brand investments rather than short-term promotions.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
