Gillette India spends Rs 39.06 crore on advertising in FY26

MUMBAI: Gillette is sharpening its marketing edge, but the blade is only one part of the strategy. The grooming and oral-care company spent Rs 39.06 crore on advertising in FY26, while increasingly leaning on digital-first campaigns, regional communication, product innovation and retail execution to drive consumer growth.

The advertising outlay accounted for around 1.3 per cent of Gillette India’s Rs 3,100 crore revenue for the financial year ended 31 March 2026. The previous year’s advertising expense stood at Rs 29.995 crore, although a direct year-on-year comparison is not meaningful as FY25 covered only nine months following the company’s shift from a July-June financial year to an April-March cycle.

Interestingly, advertising was not the company’s biggest marketing-linked outlay. Trade incentives stood at Rs 47 crore, indicating that Gillette’s growth strategy extends beyond media spending to the retail and distribution ecosystem. The company’s annual report shows a broader rethink of how brands are built, with product, packaging, brand communication, retail execution and value forming the core of its “irresistible superiority” approach.

Gillette India said its communication strategy has evolved towards regionally relevant messaging, digital-first campaigns and partnerships with voices that resonate with consumers. The objective is increasingly to address the reasons consumers hesitate to enter or adopt a category, rather than simply advertise the product. The approach is particularly evident in Gillette Venus, where consumer research identified myths and hesitation around female shaving as barriers to adoption.

Instead of relying only on conventional product messaging, the brand used digital and social platforms to educate consumers about shaving and encourage trial through familiar and trusted voices. Its portfolio spans entry-level products such as Simply Venus to premium offerings including Venus Comfort Glide, Venus Snap, Venus Bikini Sensitive and Venus Swirl.

Gillette India said these initiatives helped it maintain market leadership in the blades and razors category.

The company’s premiumisation push is also visible in oral care, where it said consumers are increasingly willing to spend on electric toothbrushes and products offering tangible benefits.

Expanding the penetration of electric toothbrushes remained a key part of its oral-care strategy during FY26. For younger consumers, Gillette used popular characters including Iron Man and Princess Moana on children’s battery toothbrushes, aiming to introduce electric oral care earlier. At the other end, the company launched its biggest-ever sensitive toothbrush range, targeting consumers with sensitive gums and expanding specialised products across channels.

The strategy suggests that premiumisation is not simply about putting a higher price tag on a product. Gillette is attempting to make the premium proposition more tangible through functionality, specialised benefits and technology.

Packaging is also being treated as part of the pitch. The company redesigned the packaging of Gillette Guard 3-in-1 to give it a more premium appearance, improve shelf visibility and make the purchase decision easier.

Gillette India’s assessment of the wider FMCG market points to a split consumer landscape. Rural consumption remains higher than urban consumption, although it has started to soften amid rising inflation.

Urban demand, meanwhile, remains an important growth anchor, supported by premiumisation across categories. That creates a two-speed market for FMCG players, with rural India offering volume opportunities while urban consumers increasingly contribute value through premium products and formats.

Gillette expects the FMCG market to move towards more volume-led rather than price-led growth, while remaining cautiously optimistic about the outlook. The company’s numbers offer some context to the strategy. Revenue rose 8 per cent to Rs 3,100 crore in FY26, while profit after tax increased 23 per cent to Rs 654 crore.

For Gillette India, therefore, the Rs 39.06-crore advertising bill is only one slice of the brand-building pie. From digital storytelling and regional voices to packaging, e-commerce, innovation and retail execution, the company is betting that winning the consumer starts well before the razor or toothbrush reaches the checkout.