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The
Most Trusted Brands in India
In this age of consumerism and globalisation, only the best
rule. And everybody would want to be associated with the best.
So while the bests seem to be corroborating their hold
on the people and the market, Economic Times made a survey
of the Most Trusted Brands in India, and as they pass
a completely rationalised and tested judgement, "The
verdict is finally in."
So which of the brands have the strongest hold on the Indian
market? The survey answers it and often there are surprises.
Personal care products, soft drinks and detergents dominate
the list, while the automobile industry is conspicuous by its
absence in the Top 50.
The Final Countdown - Top 50 - Most Trusted
Brands
| Rank |
Brand
|
Rank
|
Brand
|
|
1
|
Lux
|
26
|
Vim
|
|
2
|
Colgate
|
27
|
Bournvita
|
|
3
|
Rin
|
28
|
Titan
|
|
4
|
Thums Up
|
29
|
Lifebuoy
|
|
5
|
Dettol
|
30
|
Tata Tea
|
|
6
|
Fair & Lovely
|
31
|
Amul
|
|
7
|
Surf
|
32
|
Iodex
|
|
8
|
Coca Cola
|
33
|
Johnson & Johnson
|
|
9
|
Pepsi
|
34
|
Rexona
|
|
10
|
Horlicks
|
35
|
Cinthol
|
|
11
|
Ponds
|
36
|
Videocon
|
|
12
|
Pepsodent
|
37
|
Hero Honda
|
|
13
|
Britannia
|
38
|
Nirma
|
|
14
|
Vicks
|
39
|
Parachute
|
|
15
|
Clinic Plus
|
40
|
Parle
|
|
16
|
Bata
|
41
|
Nescafe
|
|
17
|
Ariel
|
42
|
Mirinda
|
|
18
|
Close Up
|
43
|
Liril
|
|
19
|
Sunsilk
|
44
|
Complan
|
|
20
|
Limca
|
45
|
Wheel
|
|
21
|
Rasna
|
46
|
Pears
|
|
22
|
Godrej
|
47
|
VIP Luggage
|
|
23
|
HMT
|
48
|
Taj Mahal Tea
|
|
24
|
BPL
|
49
|
Burnol
|
|
25
|
Philips
|
50
|
Sony
|
|
 The
No 1. brand of the country is the beauty soap that satisfies
the 'dreams of beauty' of every woman - Lux. The
brand has been in India since our grandmothers' times, in fact
since 1929. And they have been using a plethora of actresses
to popularise the soap - from the first Ginger Rogers, Leela
Chitnis, Mala Sinha, Waheeda Rehman to the now Aishwarya
Rai and Rani Mukherjee. They drove home the point of a film
star's glamourous, dreamy beauty. Their brand evolution is no
less impressive. As the market evolved, so did the brand. From
the basic functional benefits of Lux, evolved Lux International,
offering extra moisturising and sunscreen variants. Another
factor that was instrumental in the huge popularity of the brand,
was (and still is) Hindustan Lever Limited's effective
distribution in the rural areas. Not surprisingly Lux became
synonymous with soap among the rural people.
The other beauty products that make it in the list are Fair
& Lovely and Ponds at number 6 and 11 respectively.
Fair & Lovely was marketed with the popular notion that
men wanted fair brides. And it has managed to catch a huge market
despite the competition it received once from Vicco (whose long
name - Vicco Turmeric Ayurvedic Cream - failed to interest the
masses) and the present Fairever brand.
No. 2 and 3 on the list of the Most Trusted Brands are Colgate
and Rin. Colgate - the ubiquitous, 70 year old brand's
positioning second as the Most Trusted Brand comes as no surprise.
However it plans to move higher up with several strategies,
one of which is the advertising strategy for their Colgate Fresh
Energy, which goes with a real cool slogan - 'Speak to
me'.
Aart Weijburg, Director - Detergents, Hindustan Lever,
talking about Rin, had this to say - "If you'd ask
me to name one brand that would feature in a survey of the
most trusted brands, it would have been Rin. It's quite
a large brand and accounts for 12 per cent of the Indian market,
while Surf accounts for just eight per cent." And
rightly so. Often used as a case study of a brand that has
done things right, it instantly appealed to women who wanted
their families to be seen in good-looking clothes. It was
the emotional value of the brand - "the whitest of
whites - the envy of others," that hit the bull's
eye.
The other utilitarian personal care product up on the chart
is Dettol, placed fifth. The brand has been around
since the Raj days and for nearly 40 years now, the brand
has been a household necessity for all kinds of cuts and bruises.
 Perhaps
the other most conspicuous brands in India are the Cola giants
- Coca Cola and Pepsi. Their constant public squabbles
over market shares, popularity and other such parameters,
are no secret. And with the positioning of two of Coca Cola's
brands - Coke and Thums Up, being higher than
Pepsi, is definitely a one up for the former. Despite these
rankings, the Cola brands have their own dominion in different
parts of the country. While both Thums Up and Coke are ahead
of Pepsi in the East, West and Northern markets; in the South,
Pepsi is in the fifth position while Thums Up and Coke are
way down at 15 and 16 respectively. Thums Up is seen more
as a bar drink in the north since it is makes a favourite
drink when mixed with black rum. While the other two - Coke
and Pepsi are more popular amongst the youngsters on campuses.
They are seen more as a sissy drink. But despite all
the hype and the 1300 million dollars the Cola giants have
spent on their advertisements, primarily taking a dig at each
other, they figure nowhere in the first five. The advertisements
did not catch the massive rural market. Instead film stars
and cricketers benefited while the ad agencies laughed all
the way to the banks.
So here are the most happening brands and hope there's more
to come and witness in the following year - both for the consumers
and the movers & shakers.
| Source: Economic Times and others
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