Tata Consumer Products calls for media pitch worth Rs 150-200 crore
Wavemaker is the incumbent agency
Tata Consumer Products (TCP) has called for a pitch for its integrated media mandate worth Rs 150-200 crore. A source close to the development has confirmed the news to exchange4media and said that the pitch is for the next financial year.
The last time TCP called for a pitch was in 2021.
Incumbent agency Wavemaker India won the consolidated media duties of media planning and buying in 2022 in a multi-agency pitch.
e4m has reached out to Wavemaker and Tata Consumer Products for an official comment but has not received a response till the time of filing the news story.
Industry observers note that this is an unusual time for a pitch. Typically, companies initiate media reviews at the beginning of the year. However, due to the elections this year, many major pitches have been deferred to the latter half of the year. This shift reflects the broader trend of postponing strategic decisions until after the electoral process is completed.
According to Tata Consumer Products Annual Report 2023-2024, the company spent Rs 977.69 crore in 2024 on advertisement and sales, which is 12.87% higher than the company spent in 2023. TCP spent Rs 866.18 crore on advertising and sales in 2023.
In Q42024, the company's consolidated revenue grew 9% (8% in constant currency terms) to Rs 3,927 crore. The India business grew 10% (+7% LFL) and the non-branded business grew 4% in CC (constant currency) terms. The India business EBITDA grew 11% YoY while International business EBTIDA grew 23% (CC) YoY. On the other hand, EBITDA for the non-branded business grew 159% (CC) and EBITDA margin expanded 1600bps, due to higher coffee prices.
The company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready to eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is home to well-loved brands - Tata Tea, Tetley, Tata Salt, Eight O’clock Coffee, Himalayan Water and emerging brands like Tata Sampann, Tata Soulfull, Tata Gluco Plus and Tata Copper Plus water.
