Paytm marketing spends down nearly 19% YoY

The company posted a profit of Rs 183 crore in Q4 FY26

by e4m Staff
Published: May 7, 2026 9:45 AM | 2 min read

Paytm's marketing expenses for Q4 FY26 increased to Rs 169 crore, a 15.8% rise from Q3 FY26, but full-year marketing costs decreased by 18.7% to Rs 536 crore compared to FY25.
The company reported Q4 FY26 revenue from operations of Rs 2,264 crore, up from Rs 2,194 crore in Q3 FY26 and Rs 1,911 crore in Q4 FY25, with full-year revenue rising to Rs 8,437 crore from Rs 6,900 crore in FY25.
Total expenses for Q4 FY26 were Rs 2,264 crore, a slight increase from Rs 2,175 crore in Q3 FY26, while full-year expenses declined to Rs 8,521 crore from Rs 9,096 crore in FY25.
Paytm achieved a profit of Rs 183 crore in Q4 FY26, down from Rs 225 crore in Q3 FY26, but improved from a loss of Rs 545 crore in Q4 FY25; for FY26, the company reported a profit of Rs 552 crore compared to a loss of Rs 663 crore in FY25.

Paytm reported a calibrated approach to marketing spends in the quarter ended March 31, 2026, even as full-year expenses declined, reflecting a sharper focus on cost optimisation.

Marketing and promotional expenses for Q4 FY26 stood at Rs 169 crore, up 15.8 per cent quarter-on-quarter from Rs 146 crore in Q3 FY26. On a year-on-year basis, the spends rose 18.2 per cent compared to Rs 143 crore in Q4 FY25.

For the full year FY26, however, Paytm’s marketing expenses came in lower at Rs 536 crore, marking an 18.7 per cent decline from Rs 659 crore reported in FY25.

The sequential uptick in Q4 suggests a push in brand and merchant-led campaigns toward the end of the fiscal, while the annual decline indicates tighter control over discretionary spends through the year.

Paytm reported revenue from operations of Rs 2,264 crore in Q4 FY26, up from Rs 2,194 crore in the preceding quarter and Rs 1,911 crore in the year-ago period. For the full year, revenue rose to Rs 8,437 crore from Rs 6,900 crore in FY25.

Total expenses for the March quarter stood at Rs 2,264 crore, compared to Rs 2,175 crore in Q3 FY26 and Rs 2,155 crore in Q4 FY25. On a full-year basis, expenses declined to Rs 8,521 crore from Rs 9,096 crore a year ago.

The company posted a profit of Rs 183 crore in Q4 FY26, against Rs 225 crore in Q3 FY26 and a loss of Rs 545 crore in Q4 FY25. For FY26, Paytm reported a profit of Rs 552 crore, compared to a loss of Rs 663 crore in FY25.

The moderation in annual marketing spends comes amid broader cost rationalisation efforts.