Marico boosts India ad spends by 35% in Q4 FY25

Marico has significantly stepped up its advertising and promotional spends in India, clocking a 35% year-on-year increase in Q4 FY25. The company invested ₹305 crore during the quarter, its highest quarterly ad spend in over a year, representing 11.2% of its sales.

For the full financial year, Marico’s consolidated A&P expenses rose 18% year-on-year to ₹1,128 crore. The ad intensity for FY25 stood at 10.4% of sales, up from 9.9% in FY24, highlighting the company’s renewed focus on brand-led growth despite persistent cost pressures. While domestic spend wasn't broken out separately, India’s dominant contribution to overall revenues (75%+) indicates that most of the marketing investments were directed at the home market.

In its earnings release, Marico credited this strategic media push to its aim of “continually strengthening consumer franchises and accelerating portfolio diversification.” Advertising Through the Line (ATL) initiatives and brand activations were identified as key drivers behind the rebound in categories such as Value Added Hair Oils.

The results were visible on the top line, Marico’s India business posted a 23% revenue jump in Q4, its strongest in 14 quarters, driven by 7% volume growth and calibrated pricing moves to counter inflation. The company reported that 95% of its portfolio either held or gained market share, with 80% of brands maintaining or increasing household penetration.

While staples like Parachute and Saffola experienced momentary softness due to inflationary pressures and price realignments, high-growth segments such as Foods and Premium Personal Care stood out. The Foods vertical surged 44% in value to surpass ₹900 crore in annual revenue, while the digital-first personal care brands, including Beardo and Just Herbs, finished the year with a combined ARR of ₹750 crore.

Saffola Edible Oils, despite muted volume performance, posted 26% value growth, reinforcing its health-first narrative. The company’s aggressive marketing stance is also aligned with broader initiatives like Project SETU, aimed at deepening rural distribution, premiumising offerings, and scaling up in digital-first channels.

Even as gross margins dipped by roughly 300 basis points in Q4, Marico remained committed to fuelling consumer engagement through sustained brand investments. The company expressed confidence that this front-loaded marketing approach will drive double-digit operating profit growth in FY26 and enhance profitability across emerging categories.