Brands
Godrej Consumer Products lowers Q4-2014 ad spends by 36 per cent
BENGALURU: FMCG player Godrej Consumer Products Limited (GPCL) spent (-35.93) per cent less towards Advertising and Publicity (Ad & Pub spends) in Q4-2014 at Rs 145.78 crore as compared to the Rs 227.53 crore in the immediate trailing Q3-2013 and (-14.75) per cent lower than the Rs 171 crore in the year ago quarter (Q4-2013).
However, the company spent 24.61 per cent more towards Ad & Pub in FY-2014 at Rs 832.97 crore as compared to the Rs 668.48 crore in the last fiscal (FY-2013). Overall, as per Fig 1 below, in terms of rupees spent, the company’s overall Ad & Pub spends trend (linear) upwards over the last eight quarters starting with Q1-2013 till Q4-2014. However, in terms of Ad and Pub spends in terms of percentage of Operating Revenue (Op Rev), the linear trend is downwards, the company is spending less as a percentage of its Op Rev towards Ad & Pub.
The company’s Op Rev in Q4-2014 has fallen by (-2.56) per cent to Rs 1931.52 crore from Rs 1982.27 crore in Q3-2014, but is 12.34 per cent higher than the Rs 1719.39 crore in Q4-2013. GCPL’s FY-2014 Op Rev is 18.49 per cent higher at Rs 7602.41 crore as compared to the Rs 6416.30 crore in FY-2013.
Overall, GCPL’s PAT for FY-2014 at Rs 759.73 crore is (-4.57) per cent lower than the Rs 796.10 crore in FY-2013. Q-o-Q, PAT at Rs 236.28 crore in Q4-2014 is 20.69 per cent higher than the Rs 195.77 crore in Q3-2014, but (-29.29) per cent lower than the Rs 334.14 crore y-o-y.
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As per Fig 2 below, GCPL’s Op Rev, PAT and PAT as percentage of Op Rev, all show an upward trend.
In its India category review, the company has the following to say:
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Household Insecticides
Sales growth returns back to normalcy at 17 per cent plus, well ahead of the category. GCPL continues to drive market share gains aided by success of Good Knight Fast card and HIT Anti Roach Gel. GCPL believes that the new launch Good Knight Xpress LV will bring further gains to GCPL franchise.
Soaps
Sales value grew at 1 per cent, well ahead of the category growth which is facing significant pressure in terms of consumer off take. Category de-grew both in value and volume terms in mid to high single digits respectively. GCPL has recently launched a new variant for Godrej No. 1 ‘Lavender and Milk Cream’and says that it has also started a 360 degree media campaign for Cinthol ‘Cool’ soap ahead of summers.
Hair Colours
Strong momentum in hair colours was maintained, delivering sales growth at 16 per cent plus despite anniversarisation of Expert Cr?me launch. Growth rates were significantly ahead of category growth rates. The company has also launched new packaging for Expert Advanced Gel based hair colours and a twin use pack for Expert Cr?me. GCPL has on going initiatives such as salon engagement programs, festival linked promotions, etc. to drive higher consumption and penetration for the category continued to deliver healthy results.
Aer
GCPL says that Aer continues to do well aided by its consumer engagement initiatives. The product was launched in gel format for both click and twist format.
GCPL chairman Adi Godrej’s quote
“We have delivered robust performance in our India and in our international businesses this quarter, in a challenging market environment. Our focus on sustaining and extending leadership in our core categories has enabled us to grow significantly ahead of the market. Our innovations have delivered well ahead of expectations. Overall, our operating performance has been strong, with profits growing ahead of sales.”
“Our India business delivered relatively healthy sales growth, amidst a slowdown in the household and personal care market. We have continued to gain market shares across categories, driven by new innovations and compelling marketing programs.”
“Our international businesses also had a good quarter with significant improvements in profitability. Our teams have demonstrated great agility and resilience to deliver this market-leading performance.”
“The overall macro outlook remains turbulent. While the pace of economic recovery remains uncertain, we are hopeful that consumer sentiment will become more positive and we will see better growth in the sector in the quarters ahead. We will continue investing judiciously for the longer term to improve our competitive position and emerge stronger than ever before. I am confident that with our clear strategic focus, our superior execution and our top notch team, we will continue to deliver industry leading results in the future.”
Brands
Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board
Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.
Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.
“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.
The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.
Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.
The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.
Brands
Brnd.me enters Europe as haircare brands power global expansion
Bengaluru: Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.
The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.
The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.
Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.
To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.
Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.
Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.
The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.
The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.
Brands
TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform
NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.
The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.
The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.
Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.
Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.
TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.
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