Colgate-Palmolive India stepped up its focus on brand building in FY26, increasing its advertising investments by 10% as it looked to drive innovation, strengthen brand health and expand household penetration.
According to the company’s FY26 Annual Report, advertising expenditure stood at Rs 819.4 crore during the year ended March 31, 2026. The investment forms part of the company’s broader strategy of sustaining brand equity and deepening consumer engagement across categories.
Commenting on its marketing investments, the company said, “These healthy margins, supported by our ‘Funding-the-Growth’ program, allowed us to increase advertising investments by 10%, fueling innovation, strengthening brand health, and expanding household penetration.”
The company added that continued investment in brand equity and portfolio development remains a key strategic priority. It said it will continue strengthening its flagship Colgate and Palmolive brands through sustained investments in advertising, omnichannel media and enhancements in shopper experience, with the objective of driving consumer preference and improving engagement.
The increased marketing push comes as Colgate-Palmolive India reported 9% topline growth in the fourth quarter of FY26, highlighting resilient demand and the contribution of its brand-led growth strategy.
During the year, the company’s marketing efforts also received industry recognition. Colgate won a Gold award at Smarties India 2025 in the ‘Innovative Use of AI in Advertising (AI Marketing)’ category, underscoring its growing focus on leveraging technology and artificial intelligence to create more impactful consumer campaigns.
The latest annual report indicates that Colgate continues to view advertising and brand investments as a critical lever for long-term growth, with the company doubling down on innovation and omnichannel consumer engagement as competition intensifies in the FMCG sector.
