Only three Indian brands – Tata, Bajaj and Godrej – feature in the top ten most trusted brands in India according to a new report, as Korea's LG tops the list.
The Brand Trust Report, India Study, compiled by brand intelligence business TRA was based on research conducted among 2,373 'influencer' respondents across 16 cities.
TRA noted that LG, the Korean consumer electronics brand, had shown "a consistent trust legacy" over the years. Its leading position was, said CEO N. Chandramouli, "a result of the brand's tireless focus on providing consumer value".
Not only that, "they have understood the Indian mindset very well and have connected to consumers".
Soon Kwan, managing director of LG Electronics India, agreed: "Localisation goes hand in hand with global flagship products," he said, adding that "Trust is the most important factor behind the success of any consumer brand in the world".
Samsung Mobiles, the Korean phone brand, ranked second, rising 377 places from last year, with Sony, the Japanese consumer electronics business, dropping one place to third.
The leading Indian brands were all conglomerates. In fourth place, Tata was the most trusted Indian brand, down one place from, 2014, while Bajaj, in sixth place, had jumped 40 places and Godrej, in ninth place, had risen seven places.
Finnish phone brand Nokia, now owned by Microsoft, has had its troubles elsewhere in recent years, but it remains a trusted brand in India, steady in fifth place.
Rounding out the top ten were Japanese automaker Honda in seventh, up one place, and two US tech businesses – Dell in eighth, up 46 places, and Hewlett Packard in tenth, down four places.
Overall, the report included 1,000 brands across 270 categories, with food & beverage being the best represented (185 brands), followed by FMCG (150 brands).
Category leaders included Amul (food & beverage), Colgate (FMCG), LIC (banking, finance, savings and insurance), Bata (personal accessories) and KFC (retail).
Data sourced from TRA; additional content by Warc staff