Colgate still India's most trusted brand

23 October 2014

NEW DELHI: Colgate continues to be India's most trusted brand according to a new study which also noted a surge in trust for consumer durables brands.

Conducted by Nielsen and reported in the Economc Times, the Most Trusted Brands survey polled 7,200 consumers across socio-economic classifications, age, income and geography asking them to rate brands on four attributes – quality, value for money, whether they would recommend them to family and friends, and whether the brands met their needs.

Personal and household care brands formed the single largest grouping in the top ten. After Colgate, Reckitt Benckiser's Dettol hygiene product was in third position while HUL brands occupied three positions, with Lux soap in sixth, washing powder Surf Excel in seventh and Clinic Plus shampoo in eighth.

Despite the well-publicised difficulties that resulted in a takeover by Microsoft, the Nokia name continues to carry some clout in India, rising from seventh position in the 2013 trust ranking to second this year. But Microsoft has just started the process of replacing the Nokia brand name on phones with Microsoft Lumia.

Food and drink brands took three places in the top ten, with Coca-Cola's Maaza fruit drink in fourth place and Parle Agro's Frooti mango drink in tenth. Nestlé's Maggi seasonings brand crept up from tenth to fifth spot. Bata footwear in ninth place rounded out the leading group of trusted brands.

Some of the biggest gainers in this year's rankings came from the consumer durables sector, where Sony leapt from 124th to 66th, Samsung from 81st to 27th, Philips from 136th to 85th and LG from 94th to 53rd.

Pepsi may be disappointed to feature among the biggest losers, slipping from 12th to 33rd. 

Data sourced from Economic Times, The Verge; additional content by Warc staff