Brands
Marico q-o-q marketing costs down 10.4% in Q4-2015, but up 15.8% in FY-2015
BENGALURU: Indian consumer products in beauty and wellness space company Marico Limited spent 10.4 per cent less towards advertisement and sales promotion (ASP, marketing) in the fourth quarter ended 31 March, 2015 (Q4-2015, current quarter) at Rs 137.15 crore (11.2 per cent of net Total Income from Operations or TIO) as compared to the Rs 153.02 crore (10.5 per cent of TIO) in the immediate trailing quarter, but 12.5 per cent more as compared to the Rs 121.91 crore (11.4 per cent of TIO) corresponding year ago quarter (Q4-2014). During FY-2015, the company’s ASP at Rs 649.82 crore(11.3 per cent of TIO) was 15.8 per cent more than the Rs 561.17 crore (12 per cent of TIO) in FY-2014.
Notes: 100,00,000=100 Lakhs = 1 crore = 10 million
During the 13 quarter period starting Q4-2014 until the current quarter, the highest amount spent by the company towards ASP was in Q1-2015 at Rs 192.18 crore (11.8 per cent of TIO). The company’s highest ASP spend in terms of per centage of TIO was in Q3-2013 at 14.1 per cent (Rs 152.82 crore). While in absolute rupees, ASP shows a linearly increasing trend during the 13 quarters under consideration, in terms of per centage TIO, the trend declines linearly during the same period. Please refer to Figs. A and A-1 below.
Marico’s TIO in Q4-2015 at Rs 1226,25 crore was 15.6 per cent less than the Q3-2015 TIO of Rs 1452.23 crore but was 14.4 per cent higher than the Rs 1072.76 crore in the year ago quarter. The highest TIO reported by the company during the 13 quarters under consideration was in Q1-2015 at Rs 1623.13 crore. TIO shows an increasing linear trend during this period. Please refer to Fig B below.
For FY-2015, Marico reported 22.3 per cent growth in TIO at Rs 5732.98 crore as compared to the Rs 4686.52 crore in the previous year – refer Fig A-1 above.
PAT in FY-2015 at Rs 573.46 crore (10 per cent TIO) was 18.1 per cent more than the Rs 485.38 crore (10.4 per cent of TIO) in FY-2014.
PAT in Q4-2014 at Rs 110.04 crore (nine per cent of TIO) was 31.2 per cent lower than the Rs 159.88 crore (11 per cent of TIO) and was 24 per cent more than the Rs 88.77 crore (8.3 per cent of TIO) in Q4-2014. During the 13 quarters under consideration, PAT shows an increasing linear trend both in terms of absolute rupees and in terms of per centage of TIO. Please refer to Fig B below:
Marico claims that it touches the lives of one out of every three Indians, through its portfolio of brands such as Parachute, Parachute Advansed, Saffola, Hair and Care, Nihar, Nina-r Naturals, Livon, Set Wet, Zatak, Mediker, Revive and Manjal. The company says that its international consumer products portfolio contributes to about 25 per cent of the group’s revenue, with brands like Parachute, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men, L‘Ovite and Thuan Phat.
Marico MD and CEO Saugata Gupta said, “We continued our journey of delivering sustainable profitable growth this quarter. Simultaneously we are taking definitive long term steps in creating the organization of the future especially in our identified areas of transformation. We are confident of a gradual improvement of the sector growth in the coming quarters especially in the urban markets while the rural consumption trends will depend a bit on the performance of the monsoon.”
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
