Nestlé India cuts marketing spends by 25% to Rs 966 cr in FY25

Nestlé India significantly reduced its advertising and sales promotion expenditure in FY25, with total spends amounting to Rs 965.86 crore, down from Rs 1,287.68 crore in the preceding 15-month financial year that ended March 31, 2024. The drop marks a 25% decrease in marketing outlay year-on-year.

The company, however, continued to roll out multiple brand campaigns across its key product lines, particularly under the MAGGI umbrella. MAGGI, which marked its 50th anniversary this year, remained a central pillar in Nestlé’s marketing calendar. Campaigns such as ‘Rishtey Maangein Bas 2 Minute’ sought to reinforce emotional connections with consumers, focusing on shared moments over bowls of noodles.

Another prominent initiative was ‘Banaye Roz Ka Khana Kamaal’ for Masala-e-Magic, aimed at repositioning the product as an essential kitchen enhancer capable of elevating everyday meals through added taste, aroma, and appeal for children.

Rupali Rattan, Head – Foods, Nestlé India, said, “Our efforts have been to focus on the Core, while accelerating innovations, deepening love, and trust with consumers.”

During the year, Nestlé also underlined its increasing emphasis on digital platforms and advanced marketing tools. The company expanded its digital asset management system to ensure real-time content delivery and collaboration across marketing, brand, and sales teams.

It further leveraged AI and machine learning tools to optimise media planning and assess return on investment across its portfolio. These technologies supported more data-driven decision-making for brand managers and media planners, enabling sharper allocation of marketing budgets.

Nestlé India stated that it has spent the past decade deepening its digital capabilities across consumer marketing, distributor touchpoints, and factory operations. The company now reports that all employees are digitally integrated into its operational ecosystem.