Colgate-Palmolive India ad spend up 8% to Rs 822 cr in FY25

Colgate-Palmolive (India) Ltd has increased its advertising and promotional (A&P) spending by 8.2% year-on-year to Rs 822.46 crore in FY 2024-25, up from Rs 760.42 crore in the previous year, as the company doubled down on brand building, innovation, and consumer engagement.

The heightened marketing push was part of a deliberate strategy to support new product launches, premiumization efforts, and expand household penetration, according to the company’s FY25 annual report.

“We increased advertising spending by 7% in FY 2024-25 to support innovation and drive brand health and household penetration, while also improving efficiency,” said Prabha Narasimhan, Managing Director & CEO of Colgate-Palmolive India.

Backed by this marketing-led strategy, the company reported a net profit of Rs 1,436.81 crore, growing 8.5% from Rs 1,323.66 crore in FY24. Revenue from operations rose 6.3% year-on-year to Rs 6,040.17 crore, while total income, including other income, stood at Rs 6,179.01 crore, up from Rs 5,756.95 crore the previous year, as per Colgate-Palmolive India Annual Report 2024-25.

The company’s toothpaste portfolio delivered mid-single-digit value growth, and the toothbrush segment maintained robust momentum. Innovations in whitening and freshness drove premiumization, especially in urban markets.

“We have made gains at every level. In urban markets, premiumization led the way, powered by innovations in whitening, freshness and gum care,” Narasimhan said.

Key launches included Colgate Visible White Purple, described as one of the brand’s most successful innovations of the past decade, the MaxFresh Sensorial range, and a revamped Lemon Fresh. The company also relaunched Colgate Strong Teeth with enhanced sensory experience, and introduced Colgate Total Plaque Release Toothpaste with advanced Amino Foam and Zinc technology.

“These solutions are helping us reposition brushing as a form of self-care, moving beyond routine to aspiration,” she added.

Colgate said its Funding-the-Growth programme enabled sustained margin health, while helping reinvest efficiencies into brand and business expansion.