Agilus lowers marketing spend 2 yrs after rebranding

Nearly two years after its rebranding, Agilus Diagnostics (formerly SRL Diagnostics) is now confident about reducing marketing expenses initially undertaken to create awareness around the name change.

- SOHINI DAS

From nearly 5 per cent of revenue in 2024-25 (FY25), marketing spend is expected to decrease to 2.5-3 per cent in 2025-26, a senior executive said.

Speaking to Business Standard, Anand K, managing director and chief executive officer of Agilus, which rebranded in May 2023, said that while some marketing expenditure will continue in the fourth quarter of FY25 and first quarter of 2025-26 (FY26), spending is expected to return to usual levels thereafter.

"We changed our brand identity in mid-2023, which impacted overall growth and revenues. Over the past two quarters, we've seen better growth. A sizeable amount was spent on creating awareness—both among doctors and the general public—through mass media campaigns and newspapers," he said, adding that the company recently brought on board actor Anil Kapoor as its brand ambassador.