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‘We Stepped Up Brand Investments’: Manish Tiwary Explains Nestlé India’s Q1 Strategy

Nestlé India Bets on Scale, Brand Investment and Long-Term Value Creation

by MN4U Bureau
July 23, 2026
in Exclusive
Reading Time: 4 mins read
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‘We Stepped Up Brand Investments’: Manish Tiwary Explains Nestlé India’s Q1 Strategy
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Mumbai: Nestlé India Chairman and Managing Director Manish Tiwary’s first quarterly commentary after the company’s strong Q1 FY27 performance is as much about future intent as it is about current numbers. While the financials speak of a standout quarter, his remarks reveal the strategic priorities that the FMCG giant believes will sustain its growth trajectory.

The headline numbers certainly set the tone. Nestlé India reported total sales of INR 6,363.3 crore, up 25.4% year-on-year, with domestic sales growing 25%, Profit After Tax rising 47.9% to INR 975.1 crore, an EBITDA margin of 24.2%, and Earnings Per Share of INR 5.06.

But Tiwary begins not with profitability, but with consumers. “We delivered a strong quarter with sales growth of 25.4% led by volume growth. Sales stood at INR 6,363.3 crore, powered by continued consumer trust in our brands and a strong focus on execution.”

The emphasis is deliberate. Rather than attributing growth to pricing, Tiwary points to volume growth, signalling that demand remains healthy across the company’s portfolio. By placing “consumer trust” and “execution” ahead of financial metrics, he frames growth as the outcome of sustained brand building and operational discipline.

He also highlights another significant contributor. “Exports delivered 35.6% growth, despite ongoing geopolitical headwinds.”

The 35.6% export growth underscores Nestlé India’s increasing role as a manufacturing and export hub. This is reinforced by the company’s business update, which notes expansion of MAGGI variants in Canada, larger sauce packs for the HoReCa segment, wider MAGGI availability across Europe, and the commencement of NESCAFÉ Sunrise exports to Lebanon, following launches in the UAE and Saudi Arabia. During the quarter, Nestlé India also earned 4-Star Export House status, reflecting its growing contribution to India’s export ecosystem.

Perhaps the most revealing part of Tiwary’s commentary is where he discusses investments. “We further accelerated operational cost savings and continued to step up investments behind our brands with advertising spends increasing by over 40%, with a healthy EBITDA margin of 24.2%.”

This statement captures the balancing act Nestlé India believes it has achieved. Even after increasing advertising expenditure by more than 40%, the company maintained an EBITDA margin of 24.2% while delivering Profit After Tax of INR 975.1 crore, up 47.9% over the corresponding quarter. Rather than treating advertising as an expense, Tiwary positions it as an investment designed to strengthen future growth.

He then shifts the conversation from overall performance to the breadth of growth across the portfolio. “All four product groups delivered strong double-digit growth, supported by high double-digit growth across channels.”

Instead of depending on one flagship category, Nestlé India is highlighting broad-based momentum across its business.

On confectionery, Tiwary says, “The Confectionery product group recorded another strong quarter of volume-led double-digit growth… KITKAT continued to gain market share.”

His emphasis on volume-led growth, premiumisation and e-commerce suggests that even mature brands continue to find new avenues for expansion.

Coffee remains one of Nestlé India’s biggest growth engines.”The Powdered and Liquid Beverages product group recorded another quarter of strong and consistent performance, marking the 20th consecutive quarter of double-digit growth.”

The milestone of 20 consecutive quarters of double-digit growth reflects sustained category expansion rather than a temporary spike. Tiwary attributes this to higher coffee penetration, accelerated premiumisation, deeper category relevance and continued brand investments.

He reinforces this premium strategy by pointing to NESPRESSO’s expansion. “The launch of the NESPRESSO pavilion in Bengaluru this quarter marks another step in taking the brand closer to discerning consumers.”

Over the past year, NESPRESSO has expanded its retail presence across Delhi NCR, Mumbai and Bengaluru through boutiques, pavilions and pop-up formats, signalling Nestlé India’s continued confidence in India’s premium coffee opportunity.

Prepared foods also feature prominently in Tiwary’s remarks. “The Prepared Dishes and Cooking Aids product group recorded strong double-digit growth, driven by sharper engagement with urban consumers, continued expansion in rural markets and focused innovations.”

The combination of urban premiumisation and rural expansion has helped the company improve both market share and penetration, highlighting a balanced growth strategy.

Similarly, on nutrition, he notes, “The Milk Products and Nutrition product group recorded strong, broad-based performance built on underlying volume growth across key brands and channels.”

Rather than speaking only about new launches, Tiwary points to digital activation, portfolio refinement and disciplined brand investments, suggesting that strengthening category fundamentals remains a priority.

Even relatively newer businesses receive attention. “The Pet Food business delivered strong double-digit growth, supported by portfolio expansion, wider distribution and sharper consumer engagement.”

The launch of FELIX Gravy Lover and PRO PLAN Cat demonstrates Nestlé India’s intention to build both mainstream and premium offerings within the fast-growing pet care category.

On the foodservice side, Tiwary says, “Nestlé Professional continued its robust momentum and delivered double-digit volume-led growth, evolving its portfolio into a total solution provider.”

The accompanying business update expands on this by highlighting innovations such as NESCAFÉ Duo Gusto, new low- and zero-sugar beverage options, expanded applications for MILKMAID, and the rollout of MAGGI Coconut Milk Powder into coastal cuisines, reflecting a wider solutions-led approach for Out-of-Home customers.

Distribution continues to remain central to Nestlé India’s growth strategy. “General Trade continued to deliver strong double-digit growth across town classes, with rural markets leading the momentum.”

The company expanded rural distribution touchpoints while strengthening execution through Distributor Management System (DMS) adoption at the sub-distributor level, improving retailer engagement and coverage quality.

Digital commerce, meanwhile, continues to gain strategic importance.

According to the business update, e-commerce sustained strong growth, with Quick Commerce emerging as a key growth lever. Improved product availability, platform-specific pack formats, stronger media investments and festive demand all contributed to the performance.

Similarly, Organised Trade delivered double-digit growth through improved in-store execution, consumer activations, enhanced visibility and store expansion.

Towards the end of his commentary, Tiwary deliberately shifts away from quarterly numbers to long-term capability building. “Even as we delivered strong business performance, we remained focused on building the capabilities, partnerships and value chains that strengthen our business for the long term.”

He uses the example of Nestlé India’s dairy ecosystem to illustrate this philosophy. “Across our milk procurement network, we continue to work closely with dairy farmers to promote climate-resilient and resource-efficient practices.”

By highlighting farmer Bachitter Singh’s adoption of technologies such as automated milking systems, Total Mixed Ration feeding and biodigesters, Tiwary positions sustainability as a productivity and resilience initiative rather than simply an ESG commitment.

His concluding remarks return to execution and partnerships. “Their efforts enabled us to stay close to consumers and execute with agility and discipline, even in a demanding environment.”

Taken together, Tiwary’s commentary paints a picture of a company that is not merely celebrating a quarter in which sales reached INR 6,363.3 crore, profits touched INR 975.1 crore, and exports grew 35.6%. Instead, he repeatedly returns to the themes of volume-led growth, consumer trust, brand investment, premiumisation, rural expansion, digital commerce, exports and long-term capability building. The message is clear: Nestlé India sees its strong Q1 FY27 performance not as an endpoint, but as validation of a strategy designed to deliver sustainable growth well beyond a single quarter.

Tags: Manish TiwaryNestle India

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