A story of Dharampal and Satpal in Delhi.
Did you taste Pulse candy, which literally gave a unique taste in the candy industry?
How did they change to FMCG products?
Back in time, 2 brothers who were walking on the street, tasted pan masala. Which shook them and made them uncomfortable. Those days, only a few flavors and unorganized pans were sold.
Both the brothers, Dharampal and Satpal, wanted to sell Saunf, mishri and tobacco-based pan in a unique way. The demand increased and business improved over time.
As things were working smoothly on a day-to-day basis. World War II created problems in the supply chain of materials in India also. The problems were never ending, chaos and restlessness caused business losses. Both brothers were panicked and people stopped visiting due to financial issues and protests. They couldn't prepare proper pan flavors due to a shortage of raw materials. Since most of the goods used to come from the UK at that time.
How they changed according to situations.
Dharam pal and satpal have decided to speak directly to farmers rather than spend on suppliers. This move changed the entire business model. People liked the raw and authentic taste of their pan. As there was no mixed or lacked quality. It gave a pure taste which made people like their business more than before.
They started, depending on retailers directly, with new small packets of pan masala. The new initiative of packet-based material. Where customers didn't admire it but retail and distributors liked it. Every other obstacle was changed according to time and market demand.
The pan masala brand of Rajnigandha became popular in every part of the country. They took a high risk of advertising as there were no advertisements in this field back then. Introduced Bollywood actors and branded the product with high investment.
Here comes a big shock
As health issues were being reported due to pan masala, gutka and other substances. The government declared it harmful and governments instructed the brands to post warning texts on packets, stop advertisements and increase awareness programs. This situation made the pan masala of both brothers took a turn into failure.
The next generation of DS group have realized that we need to start something firmly to restore our business. They made a pledge that we would reduce the use of tobacco, and enter into the FMCG goods market as the demand is always high and long term. They introduced Catch spices, Rajnigandha mouth fresheners, pulse candy, Dairymax, baba, tulsi, pass pass and Ksheer dairy products. All these products have dominated the markets which have no tobacco but feels refreshing to customers.
Today DS group has a turnover of 10,000 crore. They have a 1.5 million retail network and 5000 distributors.
