Dabur, one of India’s leading FMCG companies, reported a dip in advertising spend for the fourth quarter of FY2024-25, while still recording a slight increase in overall annual ad investments.

For the January–March 2025 quarter, Dabur spent ₹176.4 crore on advertising, down 3.9% year-on-year from ₹183.65 crore in the same period last year. The Q4 figure also marked a steep 22.2% decline from the ₹226.7 crore spent in Q3 of FY24-25.

However, despite this quarterly slowdown, the company’s total ad spend for the fiscal year rose to ₹864.6 crore—an increase of 1.8% compared to ₹849 crore in FY2023-24. This suggests a more aggressive ad strategy earlier in the year, even as spending was pulled back in the final quarter.

The advertising numbers were released alongside Dabur’s Q4 financial results, which showed a net profit of ₹313 crore, representing an 8.4% drop from the same quarter last year. The company’s revenue remained largely unchanged year-on-year at ₹2,830 crore.

Dabur also reported an 8.6% decline in EBITDA, which stood at ₹426.8 crore for the quarter. The company’s performance reflects pressures on margins and profitability despite maintaining steady top-line growth.

While the dip in Q4 ad spending may signal cautious cost management, Dabur’s full-year investment in brand building remained stable, underlining its continued focus on long-term consumer engagement.