Marico lifts FY26 ad spend 15% to Rs 1,300 crore

Marico Limited plans to increase its advertising and promotional (A&P) spending by 15% in FY26, taking its total marketing investment to approximately ₹1,300 crore as competition intensifies across India’s fast-moving consumer goods (FMCG) sector. The maker of brands such as Parachute, Saffola, Livon, and Beardo aims to strengthen brand visibility, accelerate premium product growth, and defend market share amid heightened rivalry from both established FMCG players and digital-first consumer brands. (economictimes.indiatimes.com)

The higher advertising budget comes as FMCG companies increasingly compete for consumer attention through television, digital platforms, influencer marketing, and e-commerce channels. Marico expects continued investment in brand building to support long-term revenue growth despite ongoing inflationary pressures and evolving consumer preferences. (economictimes.indiatimes.com)

Marico Increases FY26 Advertising Budget

The company is significantly expanding its marketing investments.

Advertising Overview	Details
Company	Marico Limited
FY26 advertising spend	Around ₹1,300 crore
Increase over FY25	15%
Objective	Strengthen brands and market share

The investment reflects Marico’s confidence in sustained consumer demand and the importance of brand-led growth.

Why Marico Is Spending More

The FMCG industry has become increasingly competitive.

Key reasons behind the higher spending include:

• Intensifying competition.
• Expansion of digital-first brands.
• Premium product launches.
• Growing e-commerce sales.
• Higher consumer acquisition efforts.
• Increased investment in digital advertising.

Marketing remains a critical driver of brand differentiation in India’s consumer goods market.

Focus on Brand Building

Marico plans to support several of its leading brands.

Major focus areas include:

• Parachute.
• Saffola.
• Livon.
• Beardo.
• Premium personal care products.
• Foods and nutrition portfolio.

The company aims to strengthen both legacy brands and emerging growth categories.

Digital Marketing Gains Importance

Marketing Channel	Expected Focus
Television	Continued mass reach
Digital platforms	Increased investment
Social media	Consumer engagement
Influencer marketing	Brand awareness
E-commerce	Performance marketing

Digital advertising continues to account for a growing share of FMCG marketing budgets.

FMCG Competition Intensifies

Marico is competing in a rapidly evolving marketplace.

Industry trends include:

• Rise of direct-to-consumer brands.
• Premiumization.
• Health-focused products.
• Greater online shopping.
• Faster product innovation.

Established FMCG companies are responding with larger marketing budgets and accelerated product launches.

Growth Strategy

The increased advertising investment supports Marico’s broader business strategy.

Key priorities include:

• Expanding premium offerings.
• Increasing household penetration.
• Driving volume growth.
• Strengthening customer loyalty.
• Supporting innovation.

Brand investments are expected to complement new product introductions and distribution expansion.

Opportunities and Challenges

While stronger marketing can support growth, the company continues to face challenges.

These include:

• Rising input costs.
• Competitive pricing.
• Consumer spending trends.
• Inflationary pressures.
• Advertising cost inflation.

Balancing profitability with sustained brand investment remains a key management focus.

Outlook

Marico’s decision to raise its FY26 advertising budget to ₹1,300 crore reflects the increasingly competitive nature of India’s FMCG sector. As consumers become more digitally connected and competition from both established companies and emerging brands intensifies, sustained marketing investment is becoming essential for maintaining market leadership.

The company expects stronger brand visibility, premium product growth, and deeper consumer engagement to support long-term business expansion. Continued investment in advertising, innovation, and digital channels is likely to remain central to Marico’s strategy as it competes in one of India’s fastest-evolving consumer markets.

What It Means for India’s FMCG Industry

Marico’s expanded advertising budget highlights a broader shift across the FMCG sector, where brand building has become increasingly important amid changing consumer behavior and rising digital competition. Companies are investing more heavily in marketing to strengthen customer relationships, drive product differentiation, and capture growth in premium and online categories.

For the industry, the move signals that advertising expenditure is likely to remain elevated as leading consumer goods companies compete for market share. Increased spending across television, digital media, and influencer marketing could further reshape India’s advertising landscape while supporting innovation and long-term brand development.