The DS Group was a well-established name in the Indian food and confectionery industry; its offerings in mouth fresheners, confectionery, dairy products and spices were already popular in the market. With an ability to deliver premium-quality innovative products and set trends, the group established itself as a multi-diversified conglomerate that was running successfully in its ninth decade of existence. The DS Group aimed to further expand its business in the food sector and wanted to exploit the potential of the blossoming confectionery market. After two years of research exploring multiple dimensions, the group penetrated the sugar confectionery market with the product Pulse Candy. This candy stormed the market right from its launch in December 2014 and generated a revenue of INR 100 crore1 within eight months. Case A presents the market scenario that prevailed when the higher management team of the DS Group conceived the idea of entering the confectionery market. Data on confectionery sales and consumer preference are provided to help students determine what product would be most suitable in the prevailing market conditions.