The Evolution of Kacha Mango Toffees in India

Call it anything: Mango Bite, Kaccha Mango Bite, or Pulse candies; who doesn’t like the tangy twist which takes us on a ride of nostalgia? Whether it’s birthdays at school or guests offering us this delicious delight, these mango toffees have evolved with age. Not only have the flavors changed, but the advertisements and the packaging have also been altered drastically. Being sold under different brands, the rivalry among them is impeccable. In a world of health enthusiasts, where sugar is considered a negative connotation; these delectable summer candies are our favorite guilty pleasure.

Raw Mango Candies; Source: Wikipedia

Belonging to the  Hard-Boiled Candy (HBC), which is basically melted sugar molded in different shapes and sizes until it becomes hard. 'Kacha Mango' toffees have a separate fan base in India. Who doesn't remember those yellow and green wrappers filled with mango delight? Reminding us of our childhood days during scorching hot summers, these tangy and sour candies have evolved with age.

Originally, hard-boiled candies were sold on the streets, with a person ringing a bell to catch the attention of kids who loved different flavors of candies. Initially sold loose, these candies were later wrapped in plastic for hygiene purposes. Subsequently, companies started marketing them under their brands with eye-catching packaging and melodious jingles.

Parle Mango Bite, Source: Pinterest

Launched by Parle Products in 1986, Mango Bite with a twist wrapper was introduced in the Indian market. It became an instant hit among all generations. The candy rush had begun with little competition, and Parle introduced Kacha Mango candies as an innovative way of replacing yellow candies with green raw mango candies. The innovative advertisements, which portrayed that one cannot stop with just one candy, were a real game-changer.

But as the market grew, so did the tastes and preferences of customers. Competitors had to reinvent their products continuously to sustain themselves in the market. While Parle failed to meet the expectations of its dear consumers, the Innovation King, Pulse Candy, made its grand entrance. It took the consumer market by storm with its fruity taste on the outside and a salty-sour twist in the center. In a country where one-rupee candies are offered as 'khulla change' in Kirana shops, this fun and flavorful product disrupted the HBC market segment.

Pulse Candies, Souce: Wikipedia

The Noida-based DS (Dharampal Satyapal) Group, famous for our beloved mouth freshener 'Paas Paas,' decided to test 'Pulse' in 2015. Initially released in only three states (Gujarat, Rajasthan & Delhi), it broke all records. The company then decided to make a full-fledged project of releasing it in every corner of the country. With its well-established distribution channels, it took the market by storm.

With no major advertising push, the company firmly believed that only innovation could drive the market. The product was designed in such a way that it could be relatable, as Indians adore their raw mangoes with 'Namak and Mirchi' (salt and chili). This concept was then wrapped in a small green and black wrapper that was self-explanatory. With the 'Paas Paas' brand mentioned on the wrapper, it instantly sparked nostalgic recognition among consumers.

With innovation as their sole purpose, they introduced five different flavors. The pricing was strategized in a way that wouldn't be defeated by the competition. It achieved a target of three hundred crores within just two years of its launch. As Pulse took over the entire market, Parle did not give up so easily. They introduced an extension of their 'Kacha Mango' candies called 'Spicy Kacha Mango Bite.' However, their efforts were in vain, as people clung to Pulse since the day it launched. They researched and understood the market even before the competitors could sniff their actions.

Amidst all this competition, consumers have benefited. With innovative and tasty candies introduced time and again, we always have a better alternative when it comes to our favorite guilty pleasure. In a world of UPI payments, where every penny is transferred online, whenever we go to a Kirana shop, we never fail to grab our favorite candies.