MAM
Ad volume on regional channels sees 2% dip in Q1’19
MUMBAI: While the ad volumes on kids channel and sports channel saw marginal increase in Q1’19 as compared to the corresponding quarter of the previous year, it noted an indexed dip of 2 per cent on regional channels, as revealed by the latest TAM AdEx data. The indexed increase on sports channel was 7 per cent while on kids channels was 2 per cent.
Other findings of the report indicated a 37 per cent indexed rise in the ad volumes of toilet soaps, 31 per cent in toilet/floor cleaners, and 66 per cent in milk beverages on regional channels, making them the top 3 categories.
|
Top 5 Categories – Regional Channels (Q1'18)  |
Top 5 Categories – Regional Channels (Q1'19) |
|||||||||||
|
Rank |
Categories |
% Share |
Rank |
Categories |
% Share |
Indexed Growth |
||||||
|
1 |
Toilet Soaps |
6% |
1 |
Toilet Soaps |
8% |
137 |
||||||
|
2 |
Two Wheelers |
3% |
2 |
Toilet/Floor Cleaners |
4% |
131 |
||||||
|
3 |
Tooth Pastes |
3% |
3 |
Milk Beverages |
3% |
166 |
||||||
|
4 |
Retail Outlets-Jewellers |
3% |
4 |
Tooth Pastes |
3% |
96 |
||||||
|
5 |
Toilet/Floor Cleaners |
3% |
5 |
Retail Outlets-Jewellers |
3% |
98 |
||||||
|
Based on Ad Volume (% Share) |
Index Period: Q1'18 = 100 |
|
||||||||||
In sports, the top category of Q1’18 cellular phone service failed to make it to the top categories in the corresponding quarter this year. Perfumes and deodorants recorded a 9 per cent indexed rise in ad volumes, smart phones 12 per cent, cars 23 per cent, two-wheelers 24 per cent, and tyres 28 per cent.
|
Top 5 Categories – Sports Channels (Q1'18) |
Top 5 Categories – Sports Channels (Q1'19) |
||||||
|
Rank |
Categories |
% Share |
Rank |
Categories |
% Share |
Indexed Growth |
|
|
1 |
Cellular Phone Service |
14% |
1 |
Perfumes/Deodorant |
11% |
109 |
|
|
2 |
Perfumes/Deodorant |
10% |
2 |
Cellular Phones-Smart Phones |
9% |
112 |
|
|
3 |
Cellular Phones-Smart Phones |
9% |
3 |
Cars |
9% |
123 |
|
|
4 |
Cars |
8% |
4 |
Two Wheelers |
6% |
124 |
|
|
5 |
Two Wheelers |
5% |
5 |
Tyres |
4% |
228 |
|
|
Based on Ad Volume (% Share) |
Index Period: Q1'18 = 100 |
||||||
The kids category saw an indexed dip of 7 per cent in sugar confectioneries category and 27 per cent in the biscuits category, in terms of ad volumes. Milk beverages recorded an indexed jump of 31 per cent, toilet/floor cleaners of 29 per cent, and diapers of 20 per cent.
|
Top 5 Categories – Kids Channels (Q1'18) |
Top 5 Categories – Kids Channels (Q1'19) |
||||||
|
Rank |
Categories |
% Share |
Rank |
Categories |
% Share |
Indexed Growth |
|
|
1 |
Milk Beverages |
9% |
1 |
Milk Beverages |
12% |
131 |
|
|
2 |
Biscuits |
8% |
2 |
Toilet/Floor Cleaners |
8% |
129 |
|
|
3 |
Sugar Confectionaries |
8% |
3 |
Sugar Confectionaries |
7% |
93 |
|
|
4 |
Tooth Pastes |
7% |
4 |
Biscuits |
5% |
73 |
|
|
5 |
Toilet/Floor Cleaners |
7% |
5 |
Diapers |
5% |
120 |
|
|
Based on Ad Volume (% Share) |
Index Period: Q1'18 = 100 |
||||||
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.
