MAM
IPG Mediabrands India launches ‘Media Responsibility Index’
Mumbai: IPG Mediabrands, the media holding company within Interpublic Group (NYSE: IPG) has unveiled its inaugural Media Responsibility Index (MRI) in India, marking a significant milestone in India’s media landscape by championing responsible media practices. Collaboratively compiled by IPG Mediabrands and its intelligence arm, MAGNA, the MRI aims to elevate awareness and set a higher industry standard for safety in advertising for both brands and consumers. It serves as a guiding resource for marketers, allowing them to prioritise brand and consumer safety in their investment decisions across diverse media platforms.
IPG Mediabrands India chief investment officer Hema Malik commented, “The MRI India is a testament to our commitment to responsible media practices in India. Our MRI report propels responsible media practices to the forefront of India’s media landscape, providing brands and marketers with essential tools to navigate the media terrain conscientiously. It reaffirms our dedication to ethical advertising, safety, and shared responsibility in media. While we take pride in Indian media companies leading in Safety and corporate responsibility, the MRI also underscores the imperative for Digital Platforms to elevate their efforts in Data Ethics. It highlights that while Indian media excels in several areas, there’s room to advance Sustainability and Diversity, Equity, and Inclusion, further progressing responsible media practices in our country.”
The MRI India evaluates media platforms across four crucial environmental, social, and governance (ESG) aligned priorities: safety, inclusivity, sustainability, and data ethics. This comprehensive approach equips brands to make discerning investment decisions, with consideration for brand and consumer safety in media strategies. The survey encompasses an extensive questionnaire containing over 200 questions, covering key principles such as promote respect, children’s wellbeing, misinformation, and data collection & use, providing a deep-dive analysis of each platform’s performance within these domains.
The response from media platforms is a weighted index of all 10 principles across four priorities: safety, inclusivity, sustainability and data ethics. The index reflects the platforms’ position in the priority areas. Broadcast platforms surveyed cover close to 70 per cent of television Adex in India.
Key findings specific to the Indian media landscape include:
1. Broadcast and digital platforms excel in safety: Both Broadcast and Digital platforms exhibit consistency in safety with robust processes aligned with industry ethics and standards.
2. Broadcasters face sustainability gap: Foundational sustainability efforts are needed from Broadcast platforms through measuring emissions, ESG frameworks and making public commitments on net zero goals. Digital is a mixed bag, some platforms have plans to improve energy efficiency and mitigate greenwashing.
3. Inclusivity metrics highlight opportunity for growth: DE&I efforts need to be stepped up in broadcast and digital. Significant opportunity exists in enhanced measurement and statistical validation.
4. Digital platforms urged to prioritise data ethics: Digital platforms are encouraged to bolster efforts in data ethics, in alignment with the Digital Personal Data Protection regulation.
IPG Mediabrands APAC director, standards and investment product Harrison Boys said, “MRI India heralds a new era in media responsibility. It underscores the importance of putting safety, inclusivity, sustainability, and data ethics at the forefront of media strategies. Notably, the MRI showcases how Indian broadcasters excel in Safety, setting industry benchmarks. Furthermore, India’s substantial commitment to CSR projects mandated by the CSR Law aligns perfectly with the UN Sustainable Development Goals, demonstrating a unique opportunity for responsible media practices on a global scale. It is noted, however, that there is a significant opportunity in Sustainability, as well as ensuring Data Ethics practices are class leading in recognition of the regulation.”
In an era where brands and consumers emphasise ESG criteria, the MRI emerges as an invaluable annual resource to support these objectives and champion higher media standards. It advocates for responsibility in media, mitigating concerns surrounding the societal impact of media and misinformation.
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.
