Marico raises advertising spend to ₹1,300 Crore, 9.6% of FY26 Sales

Marico increased its advertising and sales promotion (A&P) spend to ₹1,300 crore in FY26, taking brand investments to 9.6% of revenue, as the FMCG major doubled down on premiumisation, digital-first brands, and strengthening its core product portfolio. The higher marketing investment reflects the company’s strategy of building long-term brand equity while accelerating growth across traditional and emerging consumer categories.

Despite input cost pressures during the year, Marico continued to invest aggressively in brand building, helping drive record revenue growth and stronger consumer engagement across its portfolio.

Marico Raises Advertising Spend to ₹1,300 Crore

Marico’s advertising and promotional expenditure rose 15% year over year to ₹1,300 crore in FY26 from ₹1,128 crore in FY25.

The increased spending accounted for 9.6% of the company’s revenue, underscoring management’s focus on long-term brand building rather than short-term margin expansion.

Premiumisation and Digital Brands Drive Strategy

The additional marketing investments are supporting Marico’s expansion beyond its traditional FMCG businesses.

Key focus areas include:

• Premium personal care.
• Health and wellness products.
• Digital-first brands.
• Foods and nutrition.
• Core franchises such as Parachute and Saffola.
• New product launches and innovations.

The company said its digital-first portfolio exited FY26 with an annual revenue run rate of more than ₹1,100 crore, reflecting strong momentum in newer businesses.

Digital Advertising Takes Center Stage

Marico is increasingly prioritising digital media as consumer behavior shifts online.

According to the company:

• More than 55% of its core advertising budget is now allocated to digital media.
• Digital-first brands such as Beardo, Plix, Skinetiq, Cosmix, and True Elements receive 100% digital marketing support.

The strategy aims to improve customer engagement while efficiently reaching younger, digitally connected consumers.

Strong Business Performance Supports Investment

The higher advertising spend came alongside a strong financial year for Marico.

In FY26, the company reported:

• Revenue from operations of ₹13,611 crore.
• 26% year-over-year revenue growth, its highest growth in 14 years.
• 8% underlying volume growth in the India business.
• 20% constant currency growth in its international business.

Management believes sustained investment in brands will help strengthen market share and support long-term growth.

Why the Higher Marketing Spend Matters

Increasing advertising investment can help consumer goods companies:

• Build stronger brand recall.
• Support premium product launches.
• Increase market share.
• Strengthen customer loyalty.
• Accelerate digital business growth.
• Drive long-term revenue expansion.

For Marico, continued brand investment forms a key pillar of its premiumisation and portfolio diversification strategy.

Outlook

Marico’s decision to raise advertising and promotional spending to ₹1,300 crore, or 9.6% of sales, highlights its confidence in long-term consumer demand and brand-led growth. By investing heavily in both established brands and digital-first businesses, the company aims to strengthen its competitive position while expanding into faster-growing premium and wellness categories.

With digital channels playing an increasingly important role in consumer engagement, Marico’s sustained marketing investments are expected to support its ambition of achieving ₹15,000 crore in revenue by FY27 and ₹20,000 crore by FY30.