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TVS, Otto, MRF are City’s First Three in All-India list; City sees Reducing Inclusions among All-India Most Trusted

Chennai, April 19, 2018: The most comprehensive study on Brand Trust in the
country—TRA’s India’s Most Trusted Brands—has been released for 2018 by TRA
Research, part of the Comniscient Group. Though several Chennai-based brands
have made to the top 1000, the number of inclusions has nearly halved from last
year displaying reducing trust on Chennai based brands. TRA’s Brand Trust Report
– 2018 is conducted among nearly 2500 consumer-influencers from 16 cities across
India. South Zone is represented by Chennai, Bangalore, Hyderabad, Kochi and
Coimbatore. The All-India leaders among the top 1000 Most Trusted Brands in the
report are Samsung, Sony and LG – all retaining their top ranks from last year.
TVS, at All-India rank 60 is the first from the city to feature in the Brand Trust Report
– 2018, though it falls 26 ranks over 2017. Otto, at All-India rank 96 has shown
impressive gains of 278 ranks over last year to be the city’s second brand in the list
sequentially. MRF, the grand-daddy of tyres, at All-India rank 130 makes a modest
gain of 9 ranks over last year becoming the third from the city in the list. Other
impressive category leaders in the All-India list are Aachi, Otto, Ramraj, Pothy’s,
Kalimark, Lion Dates, Prestige, Preethi, Butterfly, Saravana Stores and Chennai
Silks.
N. Chandramouli, CEO, TRA Research spoke about the city-based brands in the list
and said, “There are some Chennai based brands which have made impressive
entries into India’s Most Trusted list, with many leading categories. However, the
aberration is that the number of city brands in the All-India list has almost halved,
from nearly 30 inclusions last year. The trust in city headquartered brands is not the
same it used to be, as the brand-turf is becoming extremely competitive. Many
Chennai brands still have a conservative approach to brand communications and if
they don’t invest in brand strategy, take more modern approaches to marketing, they
cannot impact consumer trust.”
“In the current era we witness that all relationships are becoming more fleeting and
the consumer relationship with the brand is almost ephemeral, with consumers ready
to discard a brand with ease. Rather than look at a loyal customer, it is the duty of
the brand to become loyal to the customer”, Chandramouli averred.
Among India’s 1000 Most Trusted brands in BTR 18, 38 Super-Categories and 335
Categories were listed. The categories with the maximum brands were F&B and
FMCG contributing to 25.6% of the total brands in the listings. When compared to

last year, 320 new brands made it to the list, 368 brands fell in rank, 307 brands rose
in rank, and 5 brands retained their ranks. Some of the important category leaders in
Brand Trust are State Bank of India (All-India rank 21) from BFSI, Arrow (All-India
rank 43) from Formalwear, Pepsi (All-India rank 44) from F&B, Amazon (All-India
rank 53) from Online Retailer – Diversified, American Express (All-India rank 167)
from Credit/Debit card, Muthoot Finance (All-India rank 171) from Financial Services,
Tanishq (All-India rank 258) from Jewellery, Aviva Life Insurance (All-India rank 459)
from Insurance-Private, and Kangaroo Kids (All-India rank 640) leading in Pre-
School. Brands that witnessed a falling trend were Bajaj (fallen from rank 6 in 2015
to rank 16 in 2018) and Godrej (fallen from rank 9 in 2015 to rank 17 in 2018).
The Brand Trust Report 2018, the eighth in its series, is the result of a
comprehensive primary research conducted on the proprietary 61-Attribute Trust
Matrix of TRA. This year’s study involved 15,000 hours of fieldwork, covering 2,488
consumer-influencers across 16 cities in India, and generated 5 million data points
and 9,000 unique brands, from which the top 1000 brands have been listed in this
year’s report. The 200-page, hardbound report is available for Rs. 14,000/-.






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