Brands
A brick manufacturer that uses mass media communications
BENGALURU: “We are probably the first and only brick manufacturers in the country that uses mass and social media for advertising our products,” says Wienerberger India Private Limited (WIPL) managing director Appaiah Monnanda.
To announce the launch of ‘Smart Brick Solutions’ in India, WIPL has used mainline newsprint and radio in Bengaluru and Chennai. Besides, the company has a presence on social media, including blogs and Facebook. Though the current marketing budgets are small, about Rs 1 crore, the company will spend more in the future once it moves to a pan-India presence from a mainly South India supply say company sources. The company also spends a portion of its marketing budget for BTL activities such as taking part in exhibitions and its own events that it holds to familiarise its products to the construction industry.
iMagic handles the mass media creative and Disha Communications the event creative for the company. “The concept is given to the agency and it creates the ad for us,” says WIPL marketing manager Anasu Mitra. So far WIPL has been buying media space directly. Its radio jingles – on 104 Fever and 93.5 Red FM in Bengaluru and Hello 106.4 FM were created by the radio stations. “Imagine the Radio Stations surprise when we went to them –‘ You want to advertise bricks!’ is what they asked,” says Mitra.
WIPL, a wholly owned subsidiary of the Austria headquartered Wienerberger AG, clocked revenue of Rs 100 crore last fiscal. The company has a number of brands in India, including Porotherm. Wienerberger AG had revenue of € 266.29 crore (€ 2.66 billion) in 2013.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
