Brands
Pulse candy now comes in pineapple flavour
MUMBAI: The famous tangy, sweet Pulse candy is back in news, but this time for another flavour! DS Group has launched a new flavour ‘Pulse Pineapple’, further expanding its collection of the existing Pulse favourites of Kaccha Aam, Guava and Orange. Pineapple as a flavour and a fruit is diversely used and enjoyed across all age groups. The new candy will be available in a pillow pack at the cost of Re 1.
DS Group vice president new product development Shashank Surana says, “Since the candy’s launch in 2015 with the Kaccha Aam flavour, we have been coming up with new popular and niche flavours. After guava and orange, Pulse pineapple is the latest variant in the candy basket and we anticipate a good response from our consumers”.
The organised hard-boiled candy market is worth Rs 2650 crore in India and Pulse is the market leader with 12-13 per cent market share. Apart from India, the company has also started distributing Pulse to countries such as UAE, UK and South East Asian markets.
Pulse Pineapple has received an encouraging response to the test marketing undertaken in key cities of the country in the last few months. The candy is being launched pan India leveraging on the company’s distribution network to reach out to the target group. The launch of pulse pineapple will be supported by activities like POSM and market sampling.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
