Bajaj Consumer Care increased its advertising and sales promotion expenditure by 7.1% year-on-year to ₹41.65 crore in the September quarter of FY27, compared with ₹38.89 crore in the same period last year. The increase came alongside a 25.5% rise in consolidated revenue from operations to ₹332.83 crore and a 65.9% jump in net profit to ₹70.15 crore. The results indicate that the personal care company is expanding sales while continuing to invest in its brands.
The company’s marketing spending also declined sequentially from ₹50.01 crore in the June quarter, suggesting it is balancing brand investment with cost discipline. Management said it was strengthening the positioning of its flagship Bajaj Almond Drops Hair Oil through an integrated campaign, including increased digital marketing support. For the first half of FY27, advertising and sales promotion expenditure reached ₹91.66 crore, up 17.9% from ₹77.75 crore a year earlier.
Key Takeaways
- Advertising spending increased 7.1%: Bajaj Consumer Care spent ₹41.65 crore on advertising and sales promotion in Q2 FY27.
- Quarterly spending declined sequentially: The expenditure was down from ₹50.01 crore in Q1 FY27.
- Revenue grew 25.5%: Consolidated revenue from operations reached ₹332.83 crore.
- Net profit increased 65.9%: Profit after tax rose to ₹70.15 crore from ₹42.29 crore a year earlier.
- EBITDA rose 71%: Earnings before interest, taxes, depreciation and amortisation reached approximately ₹83.3 crore.
- Domestic business remained strong: Revenue growth exceeded 30% in both Q2 FY27 and the first half, supported by double-digit unit-volume growth.
- Almond Drops remains a marketing priority: The company is investing in a refreshed brand positioning and a campaign spanning multiple media channels.
Bajaj Consumer Care Q2 FY27: Advertising Spend and Financial Results
Bajaj Consumer Care’s September-quarter results show that advertising spending increased at a slower rate than revenue and profit. The company raised its advertising and sales promotion outlay by 7.1% year-on-year, while consolidated revenue from operations grew 25.5%.
| Financial metric | Q2 FY27 | Q2 FY26 | Year-on-year change |
|---|---|---|---|
| Advertising and sales promotion | ₹41.65 crore | ₹38.89 crore | +7.1% |
| Revenue from operations | ₹332.83 crore | ₹265.27 crore | +25.5% |
| Consolidated net profit | ₹70.15 crore | ₹42.29 crore | +65.9% |
| EBITDA | ₹83.3 crore | ₹48.7 crore | +71% |
| Profit before tax | ₹86.76 crore | ₹51.43 crore | +68.7% |
Source: Bajaj Consumer Care’s Q2 FY27 results and related company disclosures.
The figures show that the company improved its financial performance while increasing advertising expenditure more moderately. However, the difference in growth rates does not by itself prove that marketing efficiency improved. Revenue and profit are influenced by several factors, including sales volumes, product mix, pricing, raw-material costs and operating expenses.
Advertising and sales promotion expenditure is also only one component of the company’s overall spending. It includes a broader range of promotional activities and should not be interpreted as a direct measure of television, digital or other paid-media purchases alone.
Why Did Bajaj Consumer Care Increase Advertising Spending?
Bajaj Consumer Care’s marketing strategy centres on strengthening established brands while supporting growth across its wider personal care portfolio. Its flagship Bajaj Almond Drops Hair Oil remains a major focus, with management describing a refreshed positioning supported by an integrated advertising campaign.
The company began a new television campaign towards the end of the previous quarter and is supporting it with additional digital activity. The objective is to reinforce the brand’s positioning and maintain consumer engagement across traditional and online channels.
For consumer-goods companies, advertising serves several purposes. It can help maintain awareness, communicate product benefits, support new positioning and encourage consumers to choose a brand in a competitive market. Marketing can be particularly important for products purchased frequently, where consumer familiarity and availability influence buying decisions.
However, the effectiveness of an advertising campaign cannot be measured from expenditure alone. Companies also need to assess whether marketing generates incremental sales, improves brand consideration and supports repeat purchases. Bajaj Consumer Care has reported strong revenue growth, but the published quarterly figures do not isolate the contribution of the new campaign to that performance.
Advertising Spend Falls From the June Quarter
Although advertising expenditure increased year-on-year, it declined from ₹50.01 crore in Q1 FY27 to ₹41.65 crore in Q2 FY27.
| Period | Advertising and sales promotion expenditure |
|---|---|
| Q2 FY26 | ₹38.89 crore |
| Q1 FY27 | ₹50.01 crore |
| Q2 FY27 | ₹41.65 crore |
| H1 FY26 | ₹77.75 crore |
| H1 FY27 | ₹91.66 crore |
The sequential decline was approximately 16.7%. Quarterly advertising budgets can vary because of campaign timing, product launches, seasonal demand and the scheduling of promotional activities. A lower spend in one quarter therefore does not necessarily indicate a reduction in the company’s long-term marketing commitment.
Management has also highlighted efforts to control non-working advertising expenses, including fixed costs, endorsements and research-related spending. The company said it was reviewing media operating cycles and adjusting expenditure to improve cost efficiency.
During periods of high inflation, consumer-goods companies may face pressure to preserve margins while continuing to advertise. Bajaj Consumer Care’s approach is to maintain competitive brand visibility while adjusting the mix and timing of spending. The effect of these measures will become clearer through future results and evidence of sustained sales growth.
First-Half Advertising Expenditure Rises 18%
For the first half of FY27, Bajaj Consumer Care spent ₹91.66 crore on advertising and sales promotion, compared with ₹77.75 crore in the corresponding period of FY26. That represents an increase of approximately 17.9%.
The half-year figures provide a broader view than a single quarter because they include spending across the first six months of the financial year. They also show that the company’s lower sequential expenditure in Q2 did not reverse the overall increase in marketing investment compared with the previous year.
| H1 FY27 metric | H1 FY27 | H1 FY26 | Year-on-year change |
|---|---|---|---|
| Advertising and sales promotion | ₹91.66 crore | ₹77.75 crore | +17.9% |
| Revenue from operations | ₹674.40 crore | ₹538.66 crore | +25.1% |
| Consolidated net profit | ₹140.90 crore | ₹80.57 crore | +74.9% |
| EBITDA | ₹167.6 crore | ₹90.6 crore | Approximately +85% |
Source: Company results and reporting on Bajaj Consumer Care’s first-half performance. Figures are rounded where applicable.
The company recorded growth across revenue, EBITDA and profit during the first half. Advertising expenditure increased, but more slowly than the reported growth in revenue and profit. These comparisons provide context for the spending decision, although they cannot establish a direct causal relationship between advertising and earnings.
The company will need to sustain its sales momentum while managing product costs and ensuring that marketing investments generate sufficient returns.
Domestic Business Growth Supports Brand Investment
Bajaj Consumer Care reported that domestic business revenue grew by more than 30% in both Q2 FY27 and the first half of the year. Management attributed the performance in part to robust double-digit unit-volume growth.
Volume growth matters because it indicates that sales are increasing through the number of units sold, rather than relying exclusively on higher prices. For a consumer-products company, sustained volume growth can help demonstrate demand for its brands and support better use of its distribution network.
The company also reported strong performance from its Price Point Packs, which continued to outperform the broader portfolio. These packs can help brands reach consumers at accessible purchase prices, particularly in markets where shoppers are sensitive to the amount spent on each purchase.
General Trade, which includes traditional retail channels, delivered growth in the mid-twenties during Q2 FY27, while first-half growth remained in the high twenties, according to the company’s update.
The performance suggests that Bajaj Consumer Care is benefiting from demand across its established sales channels. The sustainability of that growth will depend on repeat purchases, distribution reach, competitive pricing and the company’s ability to maintain product availability.
Why Bajaj Almond Drops Is a Key Marketing Priority
Bajaj Almond Drops Hair Oil is a central brand in the company’s personal care business. Management said it had introduced a new positioning supported by a television campaign and planned a broader integrated campaign with enhanced digital investments.
An integrated campaign combines different communication channels to reach consumers at multiple points in the buying journey. Television can provide broad reach, while digital platforms can support targeted messaging, repeated engagement and performance measurement.
For established consumer brands, refreshed positioning can help maintain relevance as consumer preferences, competitive offerings and media habits change. Digital campaigns can also give companies more detailed feedback about audience engagement than some traditional formats.
However, the success of the campaign will depend on whether the new messaging resonates with consumers and contributes to sales over time. The quarterly results do not provide a separate estimate of revenue generated by Almond Drops or the return on investment from its advertising campaign.
Bajaj Consumer Care also has a wider portfolio of hair and personal care products. Continued growth will depend on the company’s ability to support its flagship brand while developing smaller brands and other categories.
Cost Control Remains Important Despite Higher Advertising Spending
The increase in advertising comes against a backdrop of cost pressures across the consumer-goods industry. Manufacturers can face fluctuations in raw materials, packaging, freight, distribution and other operating expenses. These pressures can affect margins even when revenue is rising.
Bajaj Consumer Care reported higher overall expenses in Q2 FY27, but its revenue growth outpaced the increase in total expenditure. As a result, profit before tax and net profit rose substantially compared with the year-ago quarter.
Management has emphasised controlling less productive advertising costs while preserving investment in priority brands. Such an approach involves deciding which campaigns and channels are most important, how frequently they should run and whether spending is generating measurable results.
There is a balance to maintain. Cutting marketing expenditure too aggressively can weaken brand visibility, while spending without clear performance objectives can reduce returns. The company’s future results will help show whether it can sustain growth and profitability while maintaining an appropriate level of brand investment.
What the Results Mean for the FMCG Sector
Bajaj Consumer Care’s results offer an example of how an established consumer-goods company is balancing brand investment and financial performance. Advertising spending increased year-on-year, but the increase was more moderate than revenue and profit growth. The company is also using a mix of traditional and digital campaigns while focusing on cost control.
The broader consumer-goods sector faces a similar challenge: maintaining brand awareness and product demand while managing input costs and changing consumer behaviour. Marketing expenditure is one of the tools companies use to support growth, but its effectiveness depends on execution, product quality, distribution and pricing.
Investors and industry observers will likely watch whether Bajaj Consumer Care sustains its domestic volume growth, continues to expand revenue and maintains profitability in the second half of FY27. The latest quarter provides a strong starting point, but future results will determine whether the improvement can be sustained.
The Bigger Picture
Bajaj Consumer Care’s Q2 FY27 results show that the company increased its marketing investment while delivering faster growth in revenue and profit. The rise in advertising expenditure reflects continued support for established brands, especially Bajaj Almond Drops, alongside a focus on digital campaigns and cost discipline. The half-year figures also indicate that advertising spending is higher than a year earlier despite the sequential reduction in Q2.
The figures do not establish that advertising alone drove the improvement in earnings. Sales volumes, distribution, product mix, pricing and costs also influence financial performance. The key measure over the coming quarters will be whether the company can sustain consumer demand and translate marketing expenditure into durable sales growth while protecting profitability.
What Happens Next?
Bajaj Consumer Care is expected to continue supporting its priority brands through integrated marketing and digital campaigns, with Almond Drops remaining a central focus. The company’s ability to maintain double-digit volume growth and strong domestic revenue momentum will be important indicators of whether its current strategy is working. The balance between campaign spending and cost control will also matter as the business moves into the second half of FY27.
Investors will look for further evidence of revenue growth, margins and marketing effectiveness in subsequent results. Changes in raw-material costs, competition and consumer demand could influence profitability even if advertising remains disciplined. For now, Q2 FY27 shows higher year-on-year marketing expenditure alongside strong reported earnings growth, but the durability of that performance remains to be seen.
Frequently Asked Questions
1. How much did Bajaj Consumer Care spend on advertising in Q2 FY27?
Bajaj Consumer Care spent ₹41.65 crore on advertising and sales promotion in Q2 FY27, up 7.1% from ₹38.89 crore in the same quarter of FY26.
2. Why did advertising expenditure fall from Q1 FY27?
Spending declined from ₹50.01 crore in Q1 FY27 to ₹41.65 crore in Q2. Management has described efforts to optimise advertising operations and control non-working expenses, although quarterly spending can also vary with campaign timing.
3. How much did Bajaj Consumer Care’s profit increase in Q2 FY27?
Consolidated net profit rose 65.9% year-on-year to ₹70.15 crore, while revenue from operations increased 25.5% to ₹332.83 crore.
4. Which brand is a major focus of Bajaj Consumer Care’s advertising strategy?
Bajaj Almond Drops Hair Oil is a key focus. The company has introduced refreshed brand positioning supported by television advertising and an integrated campaign with increased digital investment.
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