VIP Industries reports 29% drop in ad spend in FY25

In its annual report, the company highlighted that FY25 was marked by a strategic reset in the way it engaged with customers, corporate audiences, and channel partners

by e4m Staff
Published: Aug 19, 2025 3:51 PM | 2 min read

VIP Industries has reported a significant reduction in advertising and publicity expenses for the financial year ending March 31, 2025. The company spent Rs 138.33 crore on advertising and publicity during the year, a sharp 28.7% drop from Rs 184.82 crore in FY24.

At the same time, communication expenses moved up 10%, increasing from Rs 2.94 crore in FY24 to Rs 3.27 crore in FY25.

The shift comes against the backdrop of softer financial performance. Revenue from operations stood at Rs 2,169.66 crore in FY25, a 2.96% decline from Rs 2,244.96 crore in the previous fiscal. Total expenses touched Rs 2,291.73 crore during the period.

In its annual report, the company highlighted that FY25 was marked by a strategic reset in the way it engaged with customers, corporate audiences, and channel partners. “This was more than brand visibility; it was strategic reach and purposeful storytelling for shaping both perception and performance,” the report noted.

VIP Industries leaned heavily on digital-first strategies to strengthen brand positioning and drive premiumisation. The company expanded its online portfolio with new launches including Quad Pro, a feature-rich line targeting digital-native consumers. Other products such as Rigel and Stargaze Active were introduced with high-demand features like TSA locks and anti-theft zippers, aimed at reinforcing functionality while enhancing brand perception.

Skybags continued its momentum in the youth segment, launching bold new prints and lifestyle duffels designed for trend-conscious shoppers. These additions helped the brand consolidate its position as a leading upgrade option, while lifting the overall mix across key e-commerce events.

The Carlton brand was amplified through a mix of premium print campaigns, high-visibility outdoor installations across four major cities, and sharp digital storytelling. According to the report, “Every touchpoint – from ad to aisle – is now more sharply aligned to Carlton’s premium stance.”

Overall, VIP Industries’ annual report underscores a pivot from heavy ad spends to a more focussed communication strategy, where digital platforms and premium storytelling are central to shaping consumer perception and driving growth.