Shoppers Stop sees ad spends jump 18% in FY25

Retail chain Shoppers Stop increased its advertising and publicity expenditure by 18.2% in FY25, spending Rs 88.36 crore compared to Rs 74.72 crore in the previous fiscal. The rise comes amid an increasingly crowded digital landscape, where soaring customer acquisition costs are forcing brands to prioritise influencer partnerships and organic brand storytelling to maximise returns.

According to its annual report for the financial year ended March 31, 2025, Shoppers Stop has positioned marketing as a key catalyst for growth and long-term value creation, focusing on two pillars: brand equity and customer centricity. The brand continued investing in distinct, ownable IPs tailored to Indian aspirations, ranging from curated fashion narratives to regionally rooted festive campaigns.

“In FY25, as we scale, marketing will remain central to our premiumisation journey, bridging cultural relevance with brand storytelling, and emotional affinity with commercial impact,” the company stated.

Financially, total income for FY25 stood at Rs 4,681.76 crore, up 7.1% from Rs 4,372.41 crore in FY24. This includes Rs 4,627.64 crore in revenue from operations and Rs 54.12 crore in other income. However, rising operational costs pushed total expenses up by 9.7% to Rs 4,674.75 crore, significantly impacting profitability. The company reported a net profit of just Rs 10.89 crore, down 85.9% from Rs 77.25 crore a year earlier.

The report also stated that among all, the standout campaign was ‘The Travel Edit’, launched during India’s peak summer travel season. Built on real-time consumer insights, the campaign partnered with SOTC and Vogue India to deliver a fashion-forward experience, showcasing curated looks from airport wear to vacation-ready collections. The activation was further incentivised with exclusive shopping benefits and a chance to win an international holiday.

Their overall digital initiatives contributed to a reach of over 200 million across social media and 100 million+ video views, reflecting strong engagement across platforms.

Meanwhile, ‘India Weds with Shoppers Stop’, the brand’s omni-channel wedding campaign, blended QR-based digital discovery, in-store experiences, and influencer-led narratives to create an immersive journey. With over 16,500 customer engagements, the high-impact initiative was supported by fashion editorials and visibility on GECs, helping position the retailer as a premium wedding fashion destination, as per their annual report.