Marico Ad Spend Rises 44% to Rs 451 Crore in Q2 FY27

ByPriyaNovember 3, 20261 Mins read2 Views

Marico ad spend rose 44% year on year to Rs 451 crore in Q2 FY27, up from Rs 313 crore in Q2 FY26, afaqs! reported on 2 November 2026. Advertising and promotion (A&P) was 11.6% of revenue, compared with 9.1% a year earlier.

The company said the higher spend was aimed at strengthening its brands and supporting growth initiatives.

How Did Marico Perform in Q2 FY27?

Consolidated revenue from operations rose 13% to Rs 3,897 crore from Rs 3,450 crore, and net profit rose 31% to Rs 550 crore from Rs 420 crore. EBITDA rose 27% to Rs 709 crore, with the margin at 18.2%, up 200 basis points from 16.2%. Gross margin improved by nearly 600 basis points, which the company attributed to a favourable portfolio mix and lower copra prices.

In India, revenue rose 10% to Rs 2,916 crore with 10% underlying volume growth. Parachute Rigids volume grew 13% and Value-Added Hair Oils value grew 21%. The foods portfolio grew 45% and crossed an annualised revenue run rate of Rs 1,500 crore.

What It Means for Indian Marketers

Marico lifted advertising investment faster than revenue while expanding margins, a combination made possible by the sharp gross margin gain. For the first half of FY27, A&P spend rose 36% to Rs 778 crore, or 9.9% of revenue, versus 8.6% in H1 FY26; H1 revenue rose 18% to Rs 7,854 crore and net profit rose 28% to Rs 1,180 crore.

Industry Reaction and Expert Commentary

Saugata Gupta, MD and CEO, said the first-half performance reflected the company’s “diversified business model” and that Marico would continue to invest in its brands, people and capabilities. No analyst reaction was found in the source reviewed.

What Happens Next?

The company says it will keep investing in brands. The source also noted that traditional and organised trade grew in double digits and quick commerce accelerated, channels that will shape where future ad money is placed.