Colgate Palmolive (India) Ltd. has raised its advertising expenditure by 14% in the first half of FY25, compared to the corresponding period in the previous fiscal year. The oral healthcare giant allocated ₹442 crore to advertising between April and September 2024, a notable increase from ₹387 crore during the same timeframe last year.
According to Colgate’s Chief Financial Officer MS Jacob, “Advertising, we’ve seen this increase as we continue to fund programs like our consumption building program, the oral health movement, and we will continue to invest behind the innovations that we are bringing to the market”.
Jacob highlighted that the quality and scale of advertising play a pivotal role in driving the company’s topline growth. In the quarter ending September 2024, the company reported a 16.17% increase in net profit, reaching ₹395.05 crore. This marks a significant improvement compared to the ₹340.05 crore net profit recorded during the same period last year.
The company’s domestic net sales growth saw a slight dip, declining from 10.7% in Q2 FY24 to 10.5% in Q2 FY25.
During a recent earnings call, CEO Prabha Narasimhan outlined the company’s key strategies for growth. She identified four primary pillars: expanding the oral care category, driving premiumization, leading growth in toothbrushes and oral care devices, and diversifying the personal care segment.
