Britannia cuts ad expenses by 19.35% to Rs 560 crore in FY25

Britannia Industries has cut its consolidated advertising and sales promotion expenditures by 19.35% in fiscal year 2025. The bread and biscuits manufacturing company cut its advertisement expenses from Rs 694.50 crore in FY24 to Rs 560.10 crore in FY25.

On a standalone basis, the company's AdEx stood at Rs 476.44 crore as of 31 March 2025.

Britannia reported a marginal increase in its net profit at Rs 2,177.86 crore in FY25 compared to Rs 2,134.22 crore in FY24. However, revenue from operations surged by 5% to Rs 17,942.67 crore in FY25.

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Britannia Industries attributed the growth to multiple factors, including the expansion of modern trade, e-commerce and quick commerce channels, culturally resonant campaigns, and rising consumption, among others.

According to the company, the biscuit category remained resilient in FY25 despite the macroeconomic headwinds, input cost inflation, and intensified competition, because of the urbanisation, changing lifestyles, and growth of quick commerce channels.

"AI-driven storytelling to augmented reality-based marketing, enhancing brand engagement, especially among younger audiences," it added.

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Further, the food company said that its rusk category continued to witness growing localisation, that is, an increase in the share of regional and local players across markets.

According to the company's FY25 annual report, Britannia Toastea delivered strong volume-led growth during the year. In the bread category, the brand witnessed a demand for longer shelf-life products and healthier variants, especially on quick commerce platforms.

"Britannia remains focused on strengthening its Bread portfolio and deepening market presence through enhancing product quality, innovating on healthier variants, and expanding reach across traditional and modern trade channels," the company added.

However, the company witnessed headwinds in the cream wafer category. According to the company, the Cream Wafer category was impacted by input price inflation in the second half of the year, with lower penetration levels.