Bajaj Consumer Care significantly increased its advertising and sales promotion investments during the first quarter of FY27, underscoring its focus on strengthening brand visibility and accelerating growth across key product categories.
According to the company’s Q1 FY27 financial results, advertising and promotional expenditure rose 28.5% year-on-year to ₹49.22 crore, up from ₹38.30 crore in the corresponding quarter last year. The higher marketing spend coincided with a strong financial performance, as consolidated revenue climbed 28.3% to ₹341.4 crore, while EBITDA more than doubled to ₹84.4 crore. Profit after tax also surged 84.8% to ₹70.7 crore.
The company attributed its performance to robust demand across its portfolio, led by flagship brands such as Bajaj Almond Drops Hair Oil, with the domestic business recording growth in the 30% range. Bajaj Consumer Care also noted healthy traction across both urban and rural markets, with the demand gap between the two narrowing during the quarter.
In addition to brand-building initiatives, the FMCG company continued to strengthen its distribution network. General Trade and Organised Trade posted strong growth, while modern trade and e-commerce channels also delivered broad-based gains. The company highlighted sustained demand for low-unit packs (LUPs), including sachets and value-priced offerings, indicating continued consumer preference for affordable formats.
Bajaj Consumer Care further stated that the integration of Banjara’s has been completed, allowing the company to focus on scaling the acquired business and expanding its footprint across the hair care segment.
The increased marketing investment reflects the company’s strategy of leveraging improved profitability to build stronger consumer engagement and reinforce its brands in an increasingly competitive FMCG landscape.
