Bajaj Consumer Care raises ad spend 28.5 per cent as Q1 profit jumps

MUMBAI: When the numbers shine, so do the billboards. Bajaj Consumer Care is turning stronger earnings into louder brand conversations, stepping up its marketing investments as robust quarterly growth gives the FMCG player fresh firepower in an increasingly competitive personal care market.

The company reported an 84.8 per cent year-on-year rise in consolidated net profit to Rs 70.7 crore for the first quarter of FY27, while net sales climbed 28.3 per cent to Rs 341.4 crore, reflecting healthy demand across its product portfolio.

Riding on the improved financial performance, Bajaj Consumer Care increased its advertising and sales promotion expenditure by 28.5 per cent during the quarter. The company spent Rs 49.22 crore on brand-building initiatives, compared with Rs 38.30 crore in the corresponding period last year.

The higher marketing outlay underscores the company’s strategy of converting stronger profitability into greater consumer visibility. A significant portion of the investment is being directed towards strengthening flagship brands such as Bajaj Almond Drops Hair Oil, while expanding the company’s presence across traditional retail, organised trade and digital commerce platforms.

The domestic business delivered growth in the 30 per cent range during the quarter, with performance remaining healthy across both urban and rural markets. The company noted that the gap between demand in the two segments narrowed considerably, reflecting improving consumption trends beyond metropolitan centres.

General trade and organised trade both recorded growth in the high twenties, while modern trade and e-commerce channels also posted steady gains across multiple customer segments and product categories.

Demand remained particularly strong for value-driven offerings, with smaller stock-keeping units such as sachets and low-price packs continuing to attract consumers amid evolving spending patterns.

Bajaj Consumer Care also said it has completed the integration of Banjara’s, with plans to accelerate the acquired brand’s growth and strengthen its presence across multiple hair care categories. The wider product portfolio also delivered positive momentum during the quarter, although the company implemented selective price adjustments in its coconut oil business.

The sharper focus on marketing reflects a broader strategy of reinforcing brand equity while sustaining growth in a market characterised by intense competition and evolving consumer preferences. By investing more aggressively in advertising, distribution and omnichannel visibility, the company is looking to strengthen long-term market share while capitalising on improving business performance.

Management said the quarter’s growth was broad-based, supported by healthy consumer demand across categories, and reaffirmed its focus on leveraging both conventional retail networks and modern trade channels to drive the next phase of expansion.