TRA Re search 3rd Edition I ndia’s Mos t Consumer-Focused Brands 2019 U n der Embargo 4.3 0 pm 25th Sept em ber 2019

Samsung (Mobile Phones) ranked as India’s Most Consumer-Focused Brand; Dell and Apple iPhone follow

56 Indian brands feature among top 100; LIC, Tata Motors,Amul (Milk) lead India list

by Priya Jadhav

India,September 2019: South Korean tech giant Samsung Mobile Phones achieves a commendable feat of featuring in TRA’s Most Consumer-Focused Brands Report 2019 (CFB 2019), the third edition in the series. Laptop-maker Dell, Apple iPhone and LG (Televisions) secure 2^nd, 3^rd and 4^th rank respectively. Of the top 100 Most Consumer-Focused Brands, 56 are of Indian and LIC, Tata Motors and Amul (Milk) lead the India list.

Commenting on the launch of the report N. Chandramouli, CEO, TRA Research, said "Consumers are speaking, and Samsung is listening. Focused on consumer-centric innovations, Samsung in the Mobile Phone Category has pushed the technology limits and set impeccable standards thus creating deeper, stronger and resilient consumer bonds."

Pond’s and Honda, at 5^th and 6^th ranks respectively, are first time entrants in the top 20 list. LIC slips one rank to occupy 7^th followed by Sony Televisions at 8^th. Tata Motors enters at the 9^th rank, followed by Amul which is 10^th Most Consumer-Focused Brand in India and also leads in the Milk Category.

Th e report lists 500 brands that represent the elite 7% brands out of 10,000 that have excelled by increasing their Buying Propensity® or keenness-to-be-bought over two successive years, as measured between October 2017 to March 2019.

"In the new age of brand building, the brands have to shift from being just ‘invested’ to ‘committed’ the brands which make it among the Most Consumer-Focused have crafted meaningful engagements with consumers. Of the 10,000 brands analyzed, only 717 brands increased their propensity to be bought, while the rest saw a falling propensity," added Chandramouli.

Among India's 500 Most Consumer-Focused Brands, there are total 34 Super-Categories and 191 Categories. The categories with the maximum brands are F&B and FMCG contributing to 18% and 16% of the total brands in the listings respectively. Some of the category leaders in the report are Aviva Life Insurance (All India Rank 32) from Private Life Insurance, DTDC (All India Rank 313) from Indian Express Services, Fogg (All India Rank 31) from Deo/Perfume, Kangaroo Kids (All India Rank 31) from Pre-School, Otto (All India Rank 61) from Menswear, Oyo Hotels and Homes (All India Rank 197) from Hotels and Tanishq (All India Rank 29) from Jewellery.

CFB 2019  Rank	Brand Name	Super Category	Category
1	SAMSUNG	Gadgetry	Mobile Phones
2	DELL	Technology	Laptops
3	APPLE iPHONE	Gadgetry	Mobile Phone - Series
4	LG	Consumer Electronics	Televisions
5	POND'S	FMCG	Cosmetics
6	HONDA	Automobile	Two Wheeler - Manufacturer
7	LIC	BFSI	Life Insurance - PSU
8	SONY	Consumer Electronics	Televisions
9	TATA MOTORS	Automobile	Four Wheeler - Manufacturer
10	AMUL	Food & Beverage	Milk
11	SAMSUNG	Consumer Electronics	Televisions
12	DOVE	FMCG	Soap
13	LG	Consumer Electronics	Refrigerators
14	AMUL	Food & Beverage	Butter
15	VODAFONE-IDEA	Telecom	Mobile Service Provider
16	BAJAJ PULSAR	Automobile	Two Wheeler - Brand
17	JEEP	Automobile	Four Wheeler - Manufacturer
18	TATA TEA	Food & Beverage	Tea
19	SAMSUNG	Consumer Electronics	Refrigerators
20	BAJA J AUTO	Automobile	Two Wheeler - Manufacturer
21	HERO MOTOCORP	Automobile	Two Wheeler - Manufacturer
22	HEWLETT PACKARD	Technology	Laptops
23	LEE	Apparels	Casualwear
24	BRITANNIA	Food & Beverage	Biscuits
25	TATA SALT	Food & Beverage	Salt
26	VIVO	Gadgetry	Mobile Phones
27	COLGATE	FMCG	Oral Hygiene
28	AMAZON	Internet	Online Retailer - Diversified
29	TANISHQ	Personal Accessories	Jewellery
30	DETTOL	FMCG	Antiseptic Products
31	FOGG	FMCG	Deo/Perfume
32	AVIVA LIFE INSURANCE	BFSI	Life Insurance - Private
33	STATE BANK OF INDIA	BFSI	Bank - PSU
34	MARUTI SUZUKI	Automobile	Four Wheeler - Manufacturer
35	DABUR REAL	Food & Beverage	Packaged Juice
36	GODREJ	Consumer Electronics	Refrigerators
37	RIN	FMCG	Fabricare
38	LUX	FMCG	Soap
39	RELIANCE JIO	Telecom	Mobile Service Provider
40	TITAN	Personal Accessories	Watches
41	L'OREAL	FMCG	Haircare
42	HDFC BANK	BFSI	Bank - Private
43	HONDA ACTIVA	Automobile	Scooter
44	APPLE MACBOOK	Technology	Laptops
45	NIVEA	FMCG	Soap
46	MUTHOOT FINANCE	BFSI	Financial Services
47	MAHINDRA & MAHINDRA	Automobile	Four Wheeler - Manufacturer
48	LG	Consumer Electronics	Washing Machines
49	KANGAROO KIDS	Education	Pre-School
50	FA	FMCG	Deo/Perfume

About TRA ResearchTRA Research, a part of the Comniscient Group, is a Brand Intelligence and Data Insights Company dedicated to understanding and analyzing stakeholder behavior through two globally acclaimed proprietary matrices of Brand Trust^TM and Brand Attractiveness^TM. TRA Research conducts a primary research with consumers and stakeholders to assist brands with their business decisions based on our insights o n Consumer Behavior. TRA Research provides Buying Propensity Reports mined from more than 30 million datapoints on brand intangibles of 12,000 brands and also provides bespoke studies based on the same matrices. TRA Research is also the publisher of 10 editions of TRA’s Brand Trust Report^TM and 5 editions of India's Most Desired Brands^TM (earlier known as India's Most Attractive Brands^TM)

About TRA’s Consumer-Focused Report: TRA’s Most Consumer-Focused Brand Report 2019 measures brands on their increase in Buying Propensity Index over the last year. This year, of the 10,000 brands that got compared for change in Buying Propensity, only 717 brands showed an increase in Buying Propensity over the previous year, a mere 7% of the total brands that were compared. The rest of the brands had a decreased Buying Propensity over the period. In effect, India’s Most Consumer Focused Brands is a list of exclusive few, those that are able to increase their consumer focus in a constructive way.