Amul India's most attractive food and beverage brand: TRA Research

Virendra Pandit Ahmedabad | Updated on January 15, 2018 Published on November 03, 2016


Amul, “The Taste of India”, has been adjudged as India's most attractive food and beverage (F&B) brand out of a total of 156 brands listed in the Super Category, a report on Thursday said here.

According to “Attractiveness: India’s Most Attractive Brand Report 2016”, Amul climbed 31 ranks over last year and rose to become India's 32nd most attractive brand this year, leapfrogging several top F&B brands namely Pepsi, Nestle, Britannia and Coca-Cola. In the category of ‘dairy products’ under F&B, Amul leads by a wide margin, the other brands that made it to the list are Mother Dairy (all-India 264th rank) and Aavin Dairy (all-India 351st rank).

In all, eight Gujarat-based brand — Fogg, Ajanta, Astral Pipes, Symphony, Fortune (Adani Wilmar), Vadilal, Havmor and Ashima -- and were listed as respective category leaders in the report. TRA Research, a Comniscient Group company, has listed the brands that have successfully elicited the desire-based longing in their audience.

LG has taken the crown of India's most attractive brand in this 2016 study. The South Korea-based Consumer Electronics giant has

taken the 1st rank, moving up from 2nd place last year. Sony ranks 2nd, followed by the two-time reigning champion from the previous reports, Samsung Mobiles, ranking 3rd. Honda makes an entrance at the 4th position. Samsung, in the durables category, leaped from rank 87 in 2015 to rank 5 this time round. The highest-placed wholly-Indian conglomerate in this year’s listings, Bajaj, is India’s 6th most attractive brand.

The second Indian brand, Tata, ranked 7th, which has slipped three places since last year. Maruti Suzuki comes in at rank 8. Airtel shoots up 9 ranks from ranking 18th last year, followed by Nokia, which stands at the 10th position. Godrej (all-India rank 13), Dell (all- India rank 15) and Hewlett Packard (all-India rank 17) made an exit from the top 10 most attractive brands listings this year.

India’s Most Attractive Brands 2016 Report (ISBN: 978-81-932924-1-9), the third in the series, is the result of a primary research-based on the proprietary 36 Traits of Attractiveness Matrix. This year’s research was conducted among 2,338 consumer-influencers across 16 cities, and generated nearly 5 million data points and 10,000 brands, making it the most intensive study on Brand Attractiveness across the globe.

TRA Research, a Comniscient Group company, was conceived in 2008 as an actionable brand insights company dedicated to understanding and analyzing stakeholder’s buying propensity, which is made up of its proprietary matrices of Brand Trust and Brand Attractiveness. TRA conducts primary research with consumers and other stakeholders to assist business decisions and give brands insights on solutions to consumer behaviour. It provides brand intelligence reports mined from its 11 million data-points on brand intangibles of 20,000 brands, and also undertakes custom-made studies for brands.

TRA is the publisher of The Brand Trust Report and India's Most Attractive Brands. TRA also publishes the Buying Propensity Index, an economy index that measures the buying sentiment of India.

Published on November 03, 2016

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