Titan Company increased its advertising and promotional expenditure by 15.4% year-on-year to ₹471 crore in the second quarter of FY27, reflecting continued investment in brand building across its jewellery, watches and eyewear businesses. The company had spent ₹408 crore on advertising during the corresponding quarter last year. The increase came as Titan reported consolidated total income of ₹20,533 crore, representing 25% growth compared with the year-ago period.
The higher marketing expenditure highlights the importance of advertising in India’s competitive lifestyle and jewellery markets, where companies are investing in customer engagement, premium product positioning and festive campaigns. Titan’s spending also reflects its expanding brand portfolio, which includes Tanishq, Mia, Zoya, CaratLane, Titan, Fastrack and other businesses. Despite the higher expenditure, advertising growth remained below the company’s overall quarterly income growth.
Titan’s Q2 Advertising Expenditure Reaches ₹471 Crore
Titan spent ₹471 crore on advertising during the July-September quarter of FY27, compared with ₹408 crore in Q2 FY26.
The increase of approximately ₹63 crore represents year-on-year growth of 15.4%.
The company also recorded higher advertising expenditure during the first half of the financial year. Its cumulative advertising outlay reached ₹907 crore in H1 FY27, compared with ₹736 crore during the same period last year.
This represents an increase of approximately 23.2%.
| Advertising expenditure | Q2 FY27 / H1 FY27 | Previous year | Growth |
|---|---|---|---|
| Q2 advertising spend | ₹471 crore | ₹408 crore | 15.4% |
| H1 advertising spend | ₹907 crore | ₹736 crore | 23.2% |
| Q2 total income | ₹20,533 crore | ₹16,407 crore | 25% |
| H1 total income | ₹41,286 crore | ₹31,186 crore | 32% |
The figures indicate that Titan continued increasing marketing investment as its business expanded. However, the company’s quarterly advertising expenditure grew more slowly than total income.
Advertising spending is particularly important for Titan because its brands operate across several consumer categories, each with different purchasing cycles, customer segments and promotional requirements.
Jewellery Business Remains the Biggest Growth Driver
Titan’s jewellery business continued to account for the largest share of its quarterly performance.
The jewellery portfolio recorded revenue of ₹17,495 crore in Q2 FY27, excluding bullion and digital gold sales, representing 24% year-on-year growth.
The segment includes established brands such as Tanishq, Mia and Zoya, alongside CaratLane and the international jewellery business.
Within India, jewellery revenue increased 21% to ₹16,343 crore. Tanishq, Mia and Zoya together generated ₹14,935 crore, while CaratLane reported revenue of ₹1,408 crore, up 31%.
Studded jewellery recorded growth in the early thirties, supported by Titan’s Festival of Diamonds campaign and brand-level promotions.
This product category is strategically important because studded jewellery generally carries a different margin profile from plain gold jewellery. Stronger demand for diamond-studded products can therefore influence the overall product mix and profitability.
The timing of festivals also affected quarterly performance. Some major celebrations shifted into the third quarter of FY27, moving a portion of consumer purchases into the following reporting period.
For Titan, advertising campaigns help maintain brand visibility and encourage consumers to consider jewellery purchases across different occasions.
Marketing Investment Supports Titan’s Multi-Brand Strategy
Titan operates a broad portfolio of consumer brands targeting different customer groups.
Tanishq focuses on the jewellery market, while Mia targets contemporary everyday jewellery buyers. Zoya operates in the premium luxury jewellery category, and CaratLane has a strong presence in digitally enabled jewellery retail.
The company also operates several watch brands, including Titan, Fastrack, Helios and Nebula.
This diversified portfolio creates different marketing requirements. Premium jewellery brands rely on craftsmanship, design and brand heritage, while watches and eyewear often use product launches, lifestyle positioning and seasonal promotions to reach consumers.
Advertising investment also helps Titan compete with other established jewellery retailers and newer digital-first brands.
The company’s marketing strategy is therefore not limited to increasing sales during major festivals. It also aims to strengthen long-term brand recognition and customer relationships.
Watches and EyeCare Also Report Strong Growth
Titan’s advertising investment coincided with strong performances outside its core jewellery business.
The watches portfolio recorded revenue of ₹1,881 crore in Q2 FY27, increasing 27% year-on-year.
Growth was supported by premiumisation and consumer preference for analogue watches. The smartwatch business also returned to growth, recording a high single-digit increase.
Titan’s EyeCare business reported revenue of ₹281 crore, up 28% from the corresponding quarter last year.
The segment benefited from a multi-brand strategy, improvements to its retail network and a broader product portfolio.
| Business segment | Q2 FY27 revenue | Year-on-year growth |
|---|---|---|
| Jewellery | ₹17,495 crore | 24% |
| Watches | ₹1,881 crore | 27% |
| EyeCare | ₹281 crore | 28% |
These figures show that Titan’s growth was not restricted to jewellery. Its watches and eyewear businesses also expanded at a healthy pace.
For a company operating across several consumer categories, advertising can support cross-brand awareness while allowing individual businesses to run campaigns tailored to their customers.
Titan’s Profit Growth Includes a Customs Duty Benefit
Titan reported consolidated profit after tax of ₹1,722 crore in Q2 FY27, compared with ₹1,120 crore in the corresponding quarter last year, an increase of 54%.
However, the reported profitability figures included a benefit associated with the customs-duty increase on gold. Titan’s profit before tax, excluding the impact of this customs-duty adjustment, was ₹1,793 crore, representing 18% year-on-year growth.
The distinction matters when assessing the company’s underlying operating performance.
Consolidated total income increased 25% to ₹20,533 crore, while earnings before interest and tax rose 59% to ₹2,865 crore.
The company also reported first-half total income of ₹41,286 crore, up 32%, and profit after tax of ₹3,499 crore, an increase of 58%.
The higher advertising expenditure therefore came alongside strong revenue growth across the company’s major businesses. However, advertising costs remain an important expense to monitor because sustained increases can affect operating margins if sales growth does not keep pace.
Why Titan Is Increasing Advertising Investment
India’s jewellery and lifestyle markets are becoming increasingly competitive. Established retailers are expanding their physical presence, digital platforms are attracting new customers, and brands are investing in premium products to differentiate themselves.
Advertising plays an important role in this environment by helping companies communicate product launches, build brand trust and encourage purchases during important shopping periods.
Titan’s advertising expenditure also reflects the scale of its business portfolio. Campaigns for Tanishq and Mia may focus on jewellery collections and festive occasions, while watch and eyewear brands require different product-led marketing strategies.
The company must balance these investments against profitability, particularly when gold prices, consumer purchasing patterns and product mix influence the performance of its jewellery business.
The shift in the festive calendar during Q2 FY27 also means that marketing expenditure and sales conversion may not always occur within the same reporting quarter.
The Bigger Picture
Titan’s advertising increase reflects the growing importance of brand investment in India’s organised jewellery, watches and eyewear markets. The company is spending more to support its expanding portfolio while competing for customers across premium and mass-market categories.
The 15.4% quarterly increase was lower than the 25% growth in total income, but first-half advertising expenditure rose faster at 23.2%. This suggests that marketing investment remains a significant part of Titan’s growth strategy, although the long-term effectiveness of that spending will depend on customer acquisition, repeat purchases and sustainable profitability.
Looking Ahead
Titan’s performance in the December quarter will be important because several major festivals and jewellery purchasing occasions shifted into Q3 FY27. Investors will watch whether the company’s marketing campaigns translate into stronger sales across Tanishq, Mia, CaratLane and its other brands. The performance of studded jewellery and premium watches will also remain important indicators of consumer demand and product mix.
The company’s future advertising expenditure will be assessed alongside revenue growth, operating margins and returns from its marketing campaigns. As Titan expands its retail network and strengthens its brand portfolio, the challenge will be to maintain customer engagement without allowing marketing costs to rise disproportionately to business growth.
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