Bajaj Consumer Care increased its advertising and sales promotion expenditure by 28.5% year on year in the first quarter of FY27 as the FMCG company stepped up investments behind its brands amid improving business performance.
According to the company's Q1 FY27 results, advertising and sales promotion expenses rose to ₹49.22 crore from ₹38.30 crore in the year-ago quarter. The increase accompanied a strong financial performance, with consolidated revenue rising 28.3% to ₹341.4 crore, EBITDA more than doubling to ₹84.4 crore and profit after tax increasing 84.8% to ₹70.7 crore.
The company said its domestic business recorded growth in the 30% range during the quarter, supported by demand across both urban and rural markets. It added that the performance gap between the two markets narrowed significantly during the period.
Bajaj Consumer Care also reported growth across its distribution channels, with general trade and organised trade expanding in the high twenties, while modern trade and e-commerce delivered broad-based growth across customers and sub-channels.
The company said demand for low-unit packs, including sachets and price-point packs, remained strong despite improving consumer sentiment.
Bajaj Consumer Care also continued integrating the Banjara's portfolio, with a focus on expanding the acquired business while strengthening its presence across multiple hair care categories.
The higher marketing spend reflects the company's strategy of investing behind its brands as it looks to sustain growth across channels and strengthen its position in the personal care market.