Brands
FMCG firms boost ad spend as demand returns
MUMBAI: Major household names such as Hindustan Unilever, Dabur, Godrej Consumer Products, and Marico are preparing to loosen their purse strings, with advertising budgets set to surge by between ten and fifteen per cent through the June quarter. This aggressive marketing push comes as a relief to the industry, fuelled by a perfect storm of widening profit margins and a long-awaited recovery in consumer demand.
After several quarters of tightening belts due to volatile commodity prices, the giants of the supermarket shelves are finally seeing some breathing room. Lower input costs for raw materials like palm oil and packaging have allowed firms to pad their gross margins significantly. Rather than simply banking these profits, companies are ploughing the cash back into brand building to drive volume growth and fend off smaller rivals.
The timing is no coincidence. As the summer heat begins to bite, categories ranging from soft drinks and ice creams to soaps and cooling powders are entering their peak selling season. Companies are desperate to ensure their brands stay front of mind. This seasonal rush is being amplified by a packed sporting calendar, including the Indian Premier League and the upcoming T20 World Cup, which offer a massive platform for expensive television and digital campaigns.
Perhaps most encouraging for the industry is the shift in rural markets. After a prolonged slump where high inflation forced families to downsize their shopping baskets, demand in the countryside is showing genuine signs of life. Executives from leading firms like Dabur and Marico note that the rural consumer is returning to the fold, prompting a wave of hyper-local marketing designed to win back market share from smaller, regional competitors who had previously undercut the national brands on price.
The strategy is not just about volume, however. There is a distinct move towards premiumisation. Large manufacturers like Hindustan Unilever and Godrej are using their increased budgets to convince urban shoppers to trade up to more expensive, specialised versions of everyday essentials. Whether it is luxury skincare, liquid detergents, or health-focused food products, the message is being delivered through a heavy digital presence aimed at the affluent middle class.
Market analysts suggest this spending spree marks a transition for the sector. For the past two years, growth was largely driven by price hikes to offset costs. Now, with inflation cooling, the focus has shifted back to selling more units. If the upcoming monsoon proves favourable and the festive season delivers as expected, this double-digit increase in advertising could be the opening salvo in a sustained period of growth for the consumer goods industry.
Brands
Devyani International names Sandeep Anand, Robinder Singh in key roles
Pizza Hut and Costa Coffee businesses see leadership refresh from April
MUMBAI: Devyani International has strengthened its senior leadership bench with a fresh set of appointments across its key brands, Pizza Hut and Costa Coffee, signalling a sharper focus on growth and brand momentum.
The company has appointed Sandeep Anand as chief marketing officer and business head for Pizza Hut. His appointment, approved by the board via a circular resolution on April 3, follows a recommendation by the Nomination and Remuneration Committee, as reported by CNBC-TV18. Anand will officially step into the role on April 6, 2026.
He takes over from Vijay Gogate, who currently serves as chief executive officer for Pizza Hut within the company’s operations. The move marks a strategic transition as the brand looks to sharpen its marketing and business playbook in a competitive quick service restaurant market.
Anand brings over two decades of experience across the food and FMCG sectors, with a strong track record in brand building and innovation. His career spans roles at major consumer-facing companies including Domino’s, Zydus Wellness, Zomato, GSK Consumer Healthcare, Reckitt and Ranbaxy, giving him a well-rounded perspective on both scale and agility.
Alongside this, Robinder Singh has been appointed business head for Costa Coffee and the company’s airport operations. He too will assume his new role on April 6, bringing more than 18 years of experience in operations, business expansion and customer experience transformation.
The twin appointments come at a time when Devyani International is doubling down on leadership depth to steer its portfolio through evolving consumer preferences and heightened competition. With fresh faces at the helm of two key verticals, the company appears set to brew up its next phase of growth with renewed energy.
