Brands
Marico lifts FY26 ad spend 15 per cent to Rs 1,300 crore amid rivalry
FMCG major says higher brand investments and cost discipline will help tackle rising competition
MUMBAI: When the battle for the shopping basket heats up, the loudest voice often wins. Marico turned up the volume on its brands in FY26, increasing advertising and sales promotion spending by 15 per cent year-on-year as the FMCG major doubled down on marketing to defend market share and fuel long-term growth in an increasingly crowded marketplace.
According to the company’s FY26 Annual Report, Marico spent Rs 1,300 crore on advertising and sales promotion during the financial year, up from Rs 1,128 crore in FY25. The investment represented 9.6 per cent of sales, underlining the company’s strategy of strengthening brand equity amid intensifying competition across categories.
The company said the higher marketing outlay was backed by a disciplined cost management strategy that helped absorb inflationary pressures without derailing profitability. Procurement efficiencies, supply chain optimisation, productivity improvements and tighter control over overheads enabled Marico to fund brand-building initiatives while maintaining operational discipline.
Beyond advertising, Marico reported employee benefit expenses of Rs 916 crore during FY26, while other expenses rose to Rs 1,508 crore, reflecting continued investments across its business operations.
The annual report also flags rising competitive intensity as one of the company’s key strategic risks. Marico said the growing number of brands across both traditional retail and online channels, coupled with aggressive pricing strategies and counter-marketing campaigns, could weigh on brand relevance, market share and pricing power.
To stay ahead of the competition, the company plans to continue investing in product innovation, differentiated brand positioning and responsible marketing. It also intends to deploy more agile marketing strategies to respond quickly to competitive moves while strengthening manufacturing efficiencies, optimising its supply chain and leveraging economies of scale to safeguard margins.
Marico added that it will deepen strategic collaborations with suppliers, distributors and complementary businesses to strengthen its market presence and protect its consumer franchise during periods of market volatility.
With competition intensifying across India’s FMCG landscape, Marico’s latest spending push signals that the battle for consumers is increasingly being fought not just on supermarket shelves, but through sustained investment in brand visibility, innovation and marketing muscle.
