Kenvue India Targets Rural Growth Amid Lower Input Costs

Kenvue India is experiencing increased rural demand and reduced input costs. The company plans to reinvest these benefits into advertising to further grow its business. Managing director Manish Anandani emphasizes the company's digital-first approach for premium brands and traditional media for others like Stayfree.

Kenvue India, specializing in consumer health, is witnessing a rise in rural demand and benefiting from lower input costs. According to managing director Manish Anandani, the company plans to reinvest these advantages to expand its business. Previously known as Johnson and Johnson Consumer Health, Kenvue is set to increase its advertising expenditure to boost growth.

"We are already seeing an uptick in rural demand as we head into the upcoming quarters. This revival in rural demand is promising for the overall economy," said Anandani. Although the company faced inflationary pressures post-Ukraine invasion and absorbed some of the costs, it managed to avoid shrinkflation tactics.

The company emphasizes a digital-first advertising approach for its premium brands, like Aveeno, which are primarily sold online and in large stores. Meanwhile, traditional media is preferred for brands that cater to a wider audience, such as Stayfree, especially in rural areas. This brand is notably active in rural markets, targeting women who traditionally do not use such essential products, thereby presenting a significant opportunity for growth.

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