Bajaj Consumer Care increased its advertising and sales promotion expenditure by nearly 17% in FY26, spending Rs 168.27 crore compared to Rs 137.81 crore in the previous fiscal, according to its latest annual report.
The advertising outlay represented around 15.6% of the company’s revenue from operations, which stood at Rs 1,080.9 crore during FY26. The company reported an EBITDA of ₹228.9 crore and a profit after tax (PAT) of Rs 193.7 crore for the year, while remaining net debt-free.
Advertising and sales promotion remained one of Bajaj Consumer Care’s largest operating expenses. Besides marketing investments, the company spent Rs 45.90 crore on freight, forwarding and distribution, Rs 18.89 crore on travelling and conveyance, and Rs 9.77 crore on royalty during the year.
The higher brand investment comes as the company continues to sharpen its focus on consumer engagement, innovation and channel expansion. In its annual report, Bajaj Consumer Care highlighted the growing importance of quick commerce, e-commerce and digitally influenced purchase journeys, noting that it is recalibrating its channel strategy by strengthening its presence across emerging channels while maintaining its general and modern trade footprint.
The company also said it intensified investments in digital transformation during FY26, including AI-powered sales force automation, an upgraded SAP ERP system and cloud-based distributor management capabilities aimed at improving execution across more than 500 field personnel. These initiatives are intended to support operational efficiency, improve distribution visibility and accelerate long-term growth.
Bajaj Consumer Care said it remains focused on innovation, premiumisation and consumer-centric product development while navigating increasing competition, evolving consumer preferences and the rapid expansion of digital commerce channels.
