India's adex to grow at 10% in '24 to reach ₹1.55 tn: GroupM

Slower than last year but India still to be among fastest-growing ad markets globally

- Varuni Khosla and Gaurav Laghate

Advertising expenditure (adex) in India is expected to grow at 10.2% in 2024, slower than last year's 11.3%, according to media investment company GroupM. But even at that pace, India would still be among the fastest-growing ad markets globally.

Overall advertising expenditure this year is expected to increase by₹4,423 crore to ₹1.55 trillion, GroupM said Tuesday in its annual forecast titled 'This Year Next Year'.

In absolute terms, that's about the same amount spent on advertising in 2023, when growth in ad spending turned out to be slower than the initial 15.5% pace GroupM had projected.