खट्टी मीठी ‘Pulse Candy’ कैसे बनी बच्चो से लेकर बड़ो तक फेवरिट आइये जानते है
90’s के दौर में हमें कैंडीज़ बेहद पसंद होती थीं. मुंह में चटकारे मारकर हम तरह-तरह की कैंडीज़ खाया करते थे. लेकिन 90’s की वो यादें 90’s में ही ख़त्म हो गयीं. 21वीं सदी की बात करें तो पिछले कुछ सालों से पल्स कैंडी (Pulse Candy) ने जिस तरह से लोगों की दिलों में जगह बनाई है उससे हमारी 90’s की यादें फिर से ज़िंदा हो गई हैं. 21वीं सदी में लोग इस टॉफ़ी को इतना पसंद करेंगे किसी ने सोचा भी नहीं था. कच्चे आम का स्वाद और बीच में अचानक से वाला मसाले का स्वाद इसे ख़ास बनाता है. ख़ासकर इसके ‘मसाला ट्विस्ट’ ने इसे इतना फ़ेमस कर दिया कि आज ये भारत की नंबर 1 कैंडी बन गई है.
‘पल्स कैंडी’, ‘पास-पास’, ‘चिंग्ल्स’, ‘रजनीगंधा’ और ‘बाबा इलाइची’ तो आप सभी ने खाया ही होगा. क्या आप इन्हें बनाने वाली कंपनी का नाम जानते हैं? नहीं! तो चलिए हम बताते हैं.
इस कंपनी का नाम है DS Group. इसकी शुरुआत 1929 में हुई थी. ये कंपनी पिछले 90 से सालों से भारतीय मार्केट अपनी एक अलग पहचान बना चुकी है. Catch के नाम से आप मार्किट में जितने भी प्रोडक्ट्स देखते हैं वो सभी इसी कंपनी के प्रोडट्स हैं. ये कंपनी अब तक तम्बाकू, मसाले, माउथ फ्रेशनर और कैंडीज़ समेत न जाने कितनी चीजें मार्केट में ला चुकी है.
मार्केट में लगातार बढ़ते कॉम्पिटिशन की वजह से DS Group कुछ साल पहले तक घाटे में चल रहा था. 8 साल पहले मार्किट में ख़ुद को बनाए रखने के लिए कंपनी ने एक नया प्रोडक्ट लांच करने का फ़ैसला किया. अब सवाल ये था कि आख़िर नया प्रोडक्ट लाया जाए तो क्या? इस दौरान किसी ने ‘कैंडी’ लाने की सलाह दी. इसलिए मार्केट की रिसर्च की गई. कई महीनों तक ग्राहकों के टेस्ट को जानने के बाद एक रिपोर्ट बनाई गई. रिपोर्ट में ये बात सामने आई कि भारतीय ग्राहक आम या कच्चे आम की बनी चीजें ज़्यादा पसंद करते हैं और कैंडी का क़रीब 50% मार्केट आम के प्रोडक्ट पर ही बेस्ड है.
इस तरह से बनी थी Pulse Candy
भारत में अक्सर हर उम्र के लोग कच्चे आम को काफ़ी पसंद करते हैं. इसलिए कंपनी ने कच्चे आम के साथ एक नया प्रयोग करने का फ़ैसला किया. आमतौर पर आप सभी ने देखा ही होगा कि भारत में कच्चे आम को अक्सर मसाले और नमक के साथ खाया जाता है. इसी बात को ध्यान में रखते हुए कंपनी ने इसमें एक मसालेदार ट्विस्ट देने की सोची. इस दौरान कैंडी के शुरुआती भाग को आम के फ्लेवर के साथ बनाया और बीच में मसालेदार पल्प डालने का फ़ैसला किया गया.
इसके बाद साल 2013 में कंपनी ने पल्स कैंडी बनाने का काम शुरू हुआ. क़रीब दो साल की कड़ी मेहनत के बाद साल 2015 में कंपनी ने ‘पल्स कैंडी’ मार्केट में लांच कर दी. इस दौरान कंपनी ने इसके लिए कोई मार्केटिंग स्ट्रेटेजी भी नहीं बनाई और सीधे ही मार्किट में भेज दी. जब धीरे धीरे ग्राहकों को इसका स्वाद पसंद आने लगा तो कंपनी ने इसे शहरों के साथ-साथ गावों में भी पहुंचा दिया. कंपनी को उमीद थी कि पल्स अच्छा काम करेगी और हुआ भी यही.
1 साल में ही लोगों की दिलों में बनाई जगह
1 साल के अंदर ही ‘पल्स कैंडी’ ने अपने रंग दिखने शुरू कर दिए. रिटेल मार्किट में इसकी डिमांड बढ़ने लगी तो कंपनी ने इसे बड़े लेवल पर लांच करने और इसके टीवी विज्ञापन बनाने का फ़ैसला किया. टीवी विज्ञापन के बाद ‘पल्स कैंडी’ का प्रॉफ़िट बढ़कर 80 % हो गया. इसके बाद तो ‘पल्स कैंडी’ ने मार्केट में अपनी ऐसी पहचान बनाई कि हर कोई इसका दीवाना बन गया.
परचून की दुकान से लेकर नुकड़ वाली दुकान तक
पिछले 5 सालों से परचून की दुकान से लेकर मोहल्ले के नुकड़ वाली दुकान तक हर जगह बस ‘पल्स कैंडी’ की ही डिमांड है. ग्राहक इसके अलग-अलग के दीवाने हैं. आमतौर पर लोग एक या दो कैंडी ही खरीदते थे, लेकिन जबसे ‘पल्स कैंडी’ मार्किट में आई है ग्राहक इसे मुठ्ठी भर-भर के ख़रीद रहे थे. यहां तक कि कुछ लोगों ने तो इसकी वीडियो, एडवर्टीज़मेंट, कॉमेडी वीडियो और शॉर्ट फ़िल्म तक बना डाली हैं. यही कारण है कि ‘पल्स कैंडी’ आज भारत की नंबर वन टॉफ़ी बन गई है. 
आंकड़ों की मानें तो साल 2016 में ही Pulse कैंडी का प्रोडक्शन 1200 से 1300 टन प्रति माह हो गया था. तब से लेकर अब तक प्रोडक्शन लगातार प्रोडक्शन लगातार बढ़ता ही जा रहा है. अपने पहले ही साल में ‘पल्स कैंडी’ 100 करोड़ की कंपनी बन गई थी. आज ‘पल्स कैंडी’ की मार्किट वैल्यू इतनी बढ़ गई है कि मार्केट में इसकी कॉपी तक आने लगी हैं. पिछले कुछ सालों में अलग-अलग नामों से कई नकली ‘पल्स कैंडी’ मार्केट में आईं, लेकिन पल्स ग्राहकों ने इन्हें रिजेक्ट कर दिया.
आज ‘पल्स कैंडी’ की वजह से DS Group ‘इंडियन कैंडी मार्केट’ में टॉप-3 में जगह बनाने में कामयाब हो गया है. ये कंपनी आज Perfetti, Parle, और ITC के ‘कैंडी मार्केट’ को तगड़ा कॉम्पिटिशन दे रही है.
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