Brands
Bajaj Corp posts highest percentage spend toward ASP in Q3-2014
BENGALURU: In the last seven quarters starting Q1-2013 till Q3-2014, Bajaj Corp Limited (Bajaj Corp) reported the highest ever spend in percentage terms towards Advertisement and Sales Promotion (ASP) in Q3-2014 at 17.85 per cent of Income from Operations (Op Inc).
It may be noted that Bajaj Corp’s ASP spend comprises both Advertisement (Ad Exp) and Sales Promotion (SP). While ASP figures have been obtained from presentations over various quarters to company investors, Ad Exp has been taken from the firm’s financial results. Consequently, SP has been derived by deducting Ad Exp from ASP. All figures are taken as approximate. Significantly, Rs 100 lakh = Rs 100,00,000 = Rs 1 crore = Rs 10 million.
On 22 August, 2013, Bajaj Corp acquired the ‘Nomarks’ brand and entered a non-compete agreement with the seller for a period of three years. The management inter alia considered the non-compete period and estimated the useful life of the brand as three years. As per Accounting Standards (AS) 26 – Intangible Assets, the acquisition cost of the brand and non-compete needs to be amortized over the estimated useful life of three years. Accordingly, a pro-rata (for Q3) amount of Rs 11.75 crore has been amortized during the quarter ended December 31, 2013. The same has been shown under exceptional items. Whereas in Q2-2014, a pro-rata (for 40 days) amount of Rs 5.10 crore had been amortized and shown under exceptional items.
Here’s looking at the figures reported by Bajaj Corp from Q1-2013 to Q3-2014.
As mentioned earlier, in percentage terms, the company’s ASP spend was the highest at 17.85 per cent of Op Inc or Rs 28.31 crore in Q3-2014. However in value terms, it was the highest at 16.42 per cent of Op Inc or Rs 30.24 crore in Q4-2013. Also, ASP spend in Q1-2014 was slightly higher in value terms at Rs 28.53 crore but at 16.76 per cent of Op Inc. Over the last seven quarters, Bajaj Corp’s ASP has increased both in value and percentage of Op Inc terms.
Its Ad Exp trend is almost flat while SP is trending upward. Fact is, in Q3-2014, the company spent the lowest amount toward Ad Exp at 5.43 per cent of Op Inc or Rs 8.611 crore as compared to Q1-2014, when it spend the highest amount toward Ad Exp at 8.8 per cent of Op Inc or Rs 14.9847 crore.
Correspondingly, the company’s SP spend has been increasing steadily from an all-time low of 5.45 per cent of Op Inc or Rs 7.5308 crore in Q1-2013, to the highest across seven quarters in terms of percentage and value at 12.42 per cent of Op Inc or Rs 19.6989 crore in Q3-2014.
Trends for ASP, Ad Exp, and SP in terms of percentage of Total Expense and percentage of Op Inc are almost similar. The company’s Ad Exp proportion has been going down while its SP has been increasing progressively.
Overall, ASP has been going up with the share of SP growing. From a high of 56.62 per cent of ASP or Rs 9.8282 crore in Q1-2013, Ad Exp in Q3-2014 has been the lowest at 30.42 per cent of ASP or Rs 8.6111 crore.
Please refer to figures A, A-1 and B below.
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Figures B and C indicate that Bajaj Corp’s Ad Exp proportion has been going down, while its SP has been increasing progressively. Overall, ASP has been going up with the share of SP growing. From a high of 56.62 per cent of ASP, (Rs 9.8282 crores) in Q1-2013, Ad Exp in Q3-2014 has been the lowest at 30.42 per cent of ASP (Rs 8.6111 crores).
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Over the seven quarters under consideration, both Op Inc and Total Expense show an upward trend while PAT shows a downward trend. PAT peaked in Q4-2013 at Rs 47.014 crore and was the lowest at Rs 29.1003 crore in Q3-2014. PAT has been affected on account of Bajaj Corp having amortized its ‘Nomarks’ acquisition, as mentioned earlier. Also, in Q1-2014 and Q3-2014, ‘change in inventories of finished goods, work-in-progress and stock in trade’ added to expense as compared to the reduction in expense in Q2-2014 and Q4-2013. Further, the company purchased 44.85 per cent higher stock-in-trade in Q3-2014 at Rs 16.27 crore vis-a-vis Rs 11.23 crore in Q2-2014 and 53.31 per cent more than Rs 10.61 crore in Q3-2013. In the event Bajaj Corp repeats its Q4-2013 performance in the last quarter of this year, the PAT trend is likely to swing upward.
Op Inc too peaked in Q4-2013 at Rs 184.182 crore, moving up from Rs 136.017 crore in Q2-2013, later falling over Q1-2014 and Q2-2014 to reach a low of Rs 158.4016 crore in Q2-2014. Q3-2014 has seen a slight improvement in Op Rev at Rs 158.5762 crore. If it duplicates or improves upon the performance of Q4-2013, the Op Inc upward trend would be even steeper.
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About Bajaj Corp
Bajaj Corp’s mother brand is Bajaj with sub-brands or products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan and creams, soaps, face washes and face scrubs under the brand name, ‘Nomarks’.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
