Respondents highlighted brands across a range of business sectors and categories including media, food and beverages, hospitality, telecommunications, FMCG, automotive and electronics.

Tata on top

The most trusted brand is Tata, the diversified Indian conglomerate who operate in the IT and Communications, engineering, materials, services, energy, consumer products and chemicals sectors. Respondents reported that confidence in the parent brand meant they inherently trusted their diverse commercial initiatives and businesses. Steeped in India's history they operate the Taj Hotel in Mumbai, an iconic building of huge significance. As one respondent said:

"A brand that India trusts and has been closely linked with since the early 20th Century. (It has) strong memory recall and also has an image of integrity, reliability as well as being a company with a social conscience. Led by stalwarts who have been highly respected as national figures. There are others but none on a par with TATA".

Global versus local

Global brands were well received; feedback suggests that the ones that have taken to people's hearts are the ones that have attuned themselves to the Indian consumer. As one respondent said, "It is not easy to relate to the Indian consumer. You have to "glocalise" the whole thing, for example, McDonalds had to develop an all vegetarian menu to cater to the Indian family".

Another respondent made the point that brands are increasingly transient due to the nature of the global economy, thus, minimizing the importance of nationality.

"Truly one can't hold out on loyalty to only some brands, domestic or global anymore, we are the world and we can't tell one from another. What is ours today may be another's tomorrow. Brands like football teams shall have their value unlocked by money, players, content and belongings from different shores across the globe".

Preference for International brands in the Auto sector

Most sectors were populated with a blend of local and international brands, all except the automotive sector. Japanese brands were highlighted as the preferred option, as they represent value for money and quality:

"To start with, nothing matches Japanese cars, I trust only them and drive a Honda. Quality is something that India has still not come to terms with, Maruti Suzuki has huge service network but they lag behind in quality and pricing."

Trusted brands

Here are a number of brands that have gained the trust of the Indian consumer:

• The Indian Express
• Tehelka
• Mother Dairy
• Nestle
• McDonalds
• Oberoi Hotels
• Airtel
• Nokia
• Johnson & Johnson
• Crocin
• Samsung
• Titan
• Marks and Spencers

For further information about this study and our methodology, or to discuss developing a bespoke study for your organsation contact us here.