Hi M.M, i have been using the new soft lure made by storm and Yo-Zuri, the action is just amazing and realistic, just that toothy fish like snappers shred the lures very fast, but also the downside to these softlures is that they sink so it does become a bother sometimes in rocky terrain, i fish around the coast of south Mumbai, Bandra also go deep sea fishing around the coast of Maharashtra, the sea shore is just bang opposite my house so i literally fish every second day early morning,evening or night depending upon the tide but just get small game there fishing with the help of small 2" lures, hows the fishing scene in your place.
I've used the storm soft baits as well. The drawback with soft baits is that they are one cast wonders!! Very often fish bit off the tail portion of the lures without getting hooked, but they never failed to get strikes.
I've just got a new bunch of them (Squidgies, Berkley Gulp and Bass Assasins) and am hoping I'll be able to use them soon.
You're lucky you live literally on the beach and you like to fish. One couldn't have it better!
Most of the fishing here is freshwater for murral and mahseer, also do a bit of saltwater whenever I get the chance. Right now its off season with the rains, so can't wait to get out again.