Kenvue India, formerly Johnson & Johnson Consumer Health, is experiencing positive trends in rural demand and lower input costs. The company plans to reinvest these benefits into growing its business, primarily through increased advertising spending.
Managing Director Manish Anandani reports seeing “greenshoots” of rural demand revival across their product portfolio, which they hope will contribute to overall economic recovery. Despite cost increases following the Ukraine invasion, Kenvue absorbed some of the impact on profits and passed some to consumers, avoiding “shrinkflation.”
The company employs a strategic advertising approach tailored to different product lines. For premium brands such as Aveeno, sold through e-commerce and large stores, they prioritize digital advertising. Mass-market products such as Stayfree, which cater to various economic segments, are promoted through traditional media channels.
Stayfree, along with baby-focused products, is Kenvue’s most active brand in rural areas. The company sees significant growth potential in female hygiene products, given the large number of women not currently using such essential items.
New Jersey-headquartered Kenvue’s product portfolio includes India-specific brands such as Stayfree, and those that have grown domestically, such as electrolyte Orsl, used to address dehydration. Additionally, the company sees opportunity in the sensitive skin care market for infants.
Manufacturing occurs at company-owned facilities in Baddi (Himachal Pradesh) and Mulund (Maharashtra), with some contract manufacturing and a small portion of premium products imported from other markets.
Anandani emphasizes that India is a crucial, focus market for Kenvue, with strong growth prospects. The company remains committed to investing in advertising and product development to capitalize on these opportunities and drive business expansion in the country.
Last updated: December 26th, 2025
