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HUL Ad Spend Falls 9.3% In Q2 To Rs 1,481 Crore

Ad Tribe! Bureau2 min read
A shampoo bottle and a pair of open scissors as halftone cutouts on crimson, for HUL's lower advertising spend in Q2

HUL ad spend fell 9.3% in the September 2026 quarter, with advertising and promotion costs of Rs 1,481 crore against Rs 1,632 crore a year earlier. The cut came in a quarter when Hindustan Unilever posted 15% underlying sales growth, its highest in 14 quarters.

  • Advertising and promotion: Rs 1,481 crore, down 9.3% year on year and 10.6% from Rs 1,657 crore in the June quarter
  • Turnover: Rs 18,071 crore
  • Underlying sales growth: 15%, with 7% volume growth
  • EBITDA: Rs 4,089 crore, up 8%, at a 22.6% margin

HUL Ad Spend Over The Half Year

For the first half of FY27, consolidated advertising and promotion spend was Rs 3,138 crore, down 2.8% from Rs 3,230 crore. In its investor presentation, HUL listed advertising and promotion spend productivity alongside calibrated pricing and accelerated savings as the three levers it used in the half.

Profit after tax before exceptional items rose 9% to Rs 2,795 crore. Reported profit was Rs 2,796 crore, flat on the year because the base period included one-off tax gains. The EBITDA margin was 140 basis points lower but within HUL's guided range of 22 to 24%.

How Each Division Did

Home Care led with 22% underlying sales growth and double-digit volume growth, on revenue of Rs 6,878 crore, helped by liquids in Vim, Surf Excel and Rin. Beauty and Wellbeing grew 16% to Rs 4,319 crore, with Minimalist, Simple, Vaseline and Dove among the brands HUL called out. Personal Care grew 9% with flat volumes, at Rs 2,617 crore. Foods grew 9% to Rs 3,849 crore, with softer performance in mass tea.

What HUL Said

"Underlying Volume Growth was strong at 7% reflecting sustained momentum driven by our focus on crafting desirable brands and strengthening future-fit Go-to-Market," said Priya Nair, CEO and managing director, HUL. "We continue to invest in building long-term capabilities and remain anchored to the 'Winning in New India' strategy of delivering competitive, volume-led profit growth."

HUL expects FY27 to be better than FY26. The figures are in HUL's September quarter results.

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