Nokia, Tata top Indian brand charts

18 January 2012

NEW DELHI: Nokia, Tata and LG are the brands enjoying the strongest levels of trust among Indian consumers, a new study has revealed.

Trust Research Advisory, the consultancy, surveyed 2,718 people from cities across India. The firm's analysis covered 17,000 different brands and utilised 61 criteria overall.

Nokia, the mobile telecoms provider, claimed top spot in the rankings, the same position it occupied last year, and posted a score some 25% higher than any other brand.

This came despite the fact Nokia's Indian market share, once well over 50%, has fallen to roughly 35% under pressure from low-cost alternatives and global rivals like Samsung. One response from Nokia has been to launch a new branded ecommerce hub.

"As online shopping gains momentum, we are the first mobile handset company to set up a branded online store," Viral Oza, Nokia's marketing director, said. "We are confident that we will be able to offer a superior online shopping experience to our consumer."

Tata, a conglomerate active in sectors from retail and automotive to consultancy, took second in the poll, again retaining its position from 2011.

LG, the electronics specialist headquartered in South Korea, was in third place, with Samsung in fourth. These two players both advanced at the expense of Sony, falling two spots to fifth.

Maruti Sazuku, the carmaker, was sixth, ahead of Bajaj, the motorcycle manufacturer, climbing from twelfth to seventh year on year.

LIC, the insurance provider and Airtel, the mobile telecoms giant, came next, trumping Reliance, another sprawling conglomerate, which slid from sixth to tenth compared with 2011.

N Chandramouli, CEO of Trust Research Advisory, argued the latter firm often saw Reliance Industries, its consumer-facing arm, get confused with Reliance Anil Dhirubhai Ambani Group, its holding company.

"The distinction between RIL and ADAG is often blurred in the consumer's mind," he said.

By category, Google led the online sector, Pepsi the food and beverage segment, Hewlett-Packard the technology segment, and Thomas Cook led the services brands.

Data sourced from Economic Times/Financial Express; additional content by Warc staff