Business · Companies · 7 hrs ago
Indian packaged-goods makers increase advertising as costs and scrutiny rise
Packaged-goods makers in India increased advertising from July to September and say they plan to keep spending more over the next two quarters.
Nestle India, which makes Maggi noodles and Nan infant formula, raised ad spending 46% year on year in the September quarter, while revenue grew 20.5%.
Companies say rising food, packaging and transport costs are squeezing budgets, but they want to maintain consumer demand.
Food safety scrutiny is also pushing brands to stress trust: India’s food regulator, FSSAI, has sent more than 150 notices over misleading claims or labelling violations.
Notices have gone to companies including Nestle, ITC and PepsiCo, as well as online platforms and food services businesses.
Brands plan to sustain advertising through the next two quarters, using mainstream, regional and social media campaigns.
Influencer-led festive marketing in 2026 is estimated to reach ₹900 crore, 29% above the previous year.
Indian packaged-goods makers increased advertising in July-September to support consumer demand despite rising input costs.
Nestle India raised advertising spending by 46% year on year in the September quarter, while revenue grew 20.5%.
Companies said they plan to sustain advertising momentum through the next two quarters.
Regulatory scrutiny has led some food brands to focus their advertising on safety and trust.
Influencer-led festive marketing spending in 2026 is estimated at ₹900 crore, 29% higher than the previous year.
- Who
- Indian packaged-goods makers, including Nestle India, are increasing advertising spending.
- What
- Companies are stepping up advertising to support demand and consumer trust amid cost pressures and regulatory scrutiny.
- When
- Spending increased in July-September; companies said momentum would continue through the next two quarters.
- Where
- India.
- Why
- Rising inflation and input costs are pressuring companies, while regulatory scrutiny has prompted food brands to emphasize safety and trust.
This story does not have two clearly opposing sides.
Multiple packaged-goods makers increased advertising spending.
Nestle India reported a 46% year-on-year increase in advertising spending and 20.5% revenue growth.
Influencer-based advertising and marketing spending is estimated to reach ₹900 crore.
- Nestle India ad-spend increase
- 46% year on year in the September quarter
- Nestle India revenue growth
- 20.5% in the September quarter
- FSSAI notices
- More than 150 notices to food and beverage makers, ecommerce platforms and food services chains
- Retail food inflation
- 7.74% in India in September
- 2026 festive influencer spending
- Estimated ₹900 crore, 29% above the previous year
What people are saying
We continued to focus on efficiencies across our operations while significantly increasing investments behind our brands, with advertising and marketing spends up by 46%.
While we are facing continuous pressure on profit margins, protecting consumer demand is crucial for us. Hence, we are scaling up ad spends.
We have directions from two of our largest brands that advertising and communication should centre around 'safety and trust' over taste.