Godrej Consumer Products’ advertising investment in the domestic market shot up by 47 per cent to Rs 1,011 crore in FY24 as against Rs 687.34 crore a year before, even as it has reduced stock-keeping units (SKUs) by around 30 per cent through a rationalisation process. The company, which aims for double-digit volume growth, is spending more on brands, automation and SKU rationalisation with a keen focus on simplification. In line with the company’s strategy of category development, it has made significant investments in advertising. It was the fifth largest advertiser in India in 2023, from being number 17 in 2021.
Godrej Consumer Products (GCPL) is a leading emerging markets company.
