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Emami Says Nearly 20% Of Ad Spend Is Going To Traditional & Investee Brands

Emami’s Q4 FY26 performance was impacted by delayed summer conditions and weaker talc sales, even as the company continued investing heavily in brand building and growth businesses. The FMCG major said nearly 20% of its sales were allocated towards advertising, with spends directed across traditional brands and investee companies including Brillare, while quick commerce and organized channels continued delivering strong growth momentum.

BrandBeats Desk by BrandBeats Desk
May 27, 2026
in Business
Reading Time: 2 mins read
Emami Says Nearly 20% Of Ad Spend Is Going To Traditional & Investee Brands
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Emami said its Q4 FY26 performance was affected by a delayed summer, uneven temperatures across key markets and unseasonal rainfall, while international operations also faced pressure from Middle East disruptions. The company reported consolidated revenue of Rs 925 crore for the quarter, down 4% year on year, with the summer portfolio acting as the main drag. Excluding the summer and talc business, domestic growth came in at 11%, while talc alone fell 40% in the quarter.

As per the regulatory filling, within the broader portfolio, Emami said Kesh King grew 14% in the quarter, marking its second straight quarter of double digit growth, while 7 Oils in One grew 34%. Pain management rose 11%, healthcare grew 7% and BoroPlus excluding talc rose 4 percent. The company also said organized channels gained salience at about 32 percent of domestic business, wholesale dependence dropped to 27% and quick commerce continued to outperform with 70% growth.

On advertising, Emami said total yearly ad spend was 19.6% of sales, with about 14% directed to the existing portfolio and roughly 6% allocated to investee companies. The quarter saw a sharp rise in ad spend because Brillare launched Rosemary oil shorts, which absorbed a disproportionate share of the budget. Management said the higher spend was tied mainly to investment behind Brillare rather than the core brands.

The company also outlined its growth strategy under newly appointed Chief Growth Officer (CGO) Dhruv Aggarwal, who will oversee the expansion agenda across investee companies. He said the portfolio is concentrated in high gross margin, high growth demand spaces and that the goal is to sustain growth of over 30% year on year while improving profitability. He pointed to The Man Company, Brillare, Axiom and IncNut as key parts of that strategy.

Emami said Axiom, its aloe vera based fruit drink business, remains profitable with annual EBITDA of about Rs 40 crore to Rs 45 crore, and that it has brought in a new CEO from Dabur to sharpen the beverages push. On IncNut, which houses Vedix and SkinKraft, the company said margins have improved and the business offers a long term opportunity in personalized beauty. 

In international markets, Emami said supply chain disruptions linked to the Strait of Hormuz hurt March performance, though April showed a reset and the company expects double digit growth to return from the second quarter.

Tags: Ad SpendsEmami

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