CEAT Ltd. stepped up its brand-building efforts in FY26, increasing its advertising and sales promotion expenditure by 15% to ₹325 crore, as the tyre maker leveraged marquee sporting events such as the Indian Premier League (IPL) and the Women’s Premier League (WPL) to deepen consumer engagement.
According to the company’s latest annual report, advertising spend rose from ₹283.7 crore in FY25 to ₹325 crore in FY26. The higher investment supported a series of high-impact campaigns and sponsorships aimed at strengthening CEAT’s premium positioning and expanding its market presence across India.
The RPG Group company said the year witnessed strong momentum across its replacement business, original equipment manufacturer (OEM) segment and international markets. It also reported improved product acceptance, wider distribution, increased premiumisation and stronger relationships with dealers and channel partners.
The increased marketing push coincided with a record financial year for CEAT. The company crossed the ₹15,000 crore revenue milestone for the first time, posting consolidated revenue of ₹15,678 crore, up nearly 19% year-on-year. Net profit also climbed 48%, driven by operational efficiencies and healthy growth across key business segments.
Chairman H.V. Goenka said CEAT will continue to strengthen its leadership through premium products, innovation and customer-focused initiatives. The company also highlighted strong traction in strategic categories such as electric vehicle tyres and premium tyres, which contributed to market share gains during the year.
Looking ahead, CEAT expects raw material volatility and geopolitical uncertainties to remain near-term challenges but remains optimistic about long-term growth, supported by rising vehicle ownership, infrastructure development and increasing demand for premium mobility solutions.
