Cement companies boost ad and sales spend in race for market share

UltraTech was the biggest spender, Dalmia Cement saw highest jump in expenses in FY23, shows data

Indian cement manufacturers have spent 14 per cent more on activities related to sales promotion, advertisements and other selling expenses during financial year 2022-23 (FY23), data from their annual reports shows.

In FY23, 13 of India’s listed cement companies (see chart) spent a combined Rs 3,076 crore on such activities.

Of these, UltraTech Cement was the highest spender, at Rs 1,296.09 crore, a rise of 16 per cent from a year ago.

Companies where a significant rise in ad and sales promotion spends was noticed include Dalmia Cement, Sagar Cement and Prism Johnson. They reported a 30 per cent or