Colgate-Palmolive (India) has increased its advertising and promotional spend in the fourth quarter of FY25, despite reporting a 6% year-on-year decline in net profit. The company’s ad expenses grew 7.14% to Rs 180 crore in Q4, compared to Rs 168 crore in the same quarter last year.
For the full fiscal year, ad spend stood at Rs 822 crore, up from Rs 760 crore in FY24, underlining Colgate-Palmolive’s continued commitment to enhancing brand visibility and consumer engagement.
However, the increased investment in marketing came as the company’s bottom line took a hit. Net profit for the quarter ended March 2025 fell to Rs 355 crore from Rs 379 crore in Q4 FY24. Revenue also saw a marginal dip of 1.92%, dropping to Rs 1,452 crore from Rs 1,480.6 crore a year earlier.
Commenting on the quarterly performance, Prabha Narasimhan, Managing Director and CEO of Colgate-Palmolive India, noted that results were impacted by “softening urban demand and intensified competition,” factors that have led the company to bolster its marketing efforts to maintain consumer connect in a challenging environment.
