AMUL has been listed as India’s Most Attractive Dairy-Diversified (F&B) brand.
However, the brand dropped 45 ranks from last year and became India’s 63rd Most Attractive Brand this year. It holds its pride by being the only reigning brand in the butter sub-category.
These revelations were a result of India’s Most Attractive Brands 2015 Report, the second in its series, is the result of comprehensive primary research conducted on the proprietary 36-traits of Attractiveness Matrix of TRA (formerly known as Trust Research Advisory).
N. Chandramouli, CEO, TRA, commenting on the findings of the report said, “Gujarat has a deep and long tradition of business. Having eight Gujarat brands as category leaders in attractiveness shows how these brands have now begun to pervade the national consciousness. Gujarat is a place that everyone looks up to, not just for governance or quality of life, but also for the quality of brands that emerge from here. The brands from the state too are in a high point of the evolutionary cycle in terms of perception.”
Sintex (all-India 355th rank) leads as India’s Most Attractive Brand in the Manufacturing-Diversified Category followed by Finolex (all-India 924th rank). Ajanta is a forerunner in the Home Care Category and correspondingly is the lone leader in the Clocks Sub-category. Yet another brand from the region, Symphony (All-India 643rd rank) has been ranked as the Most Attractive Brand in the Coolers Sub-category of the Durable list.
Gujarat’s love for food is reflected in the number of brands in the F&B Category. This has subsequently boosted the ratings of the category and has made it the largest in Gujarat. Fortune Food Products from Adani Wilmar ranks 316th in its All India Rankings and is the sole leader in the F&B- Diversified Category. Vadilal (All-India 213th rank) ice cream is India’s Most Attractive ice cream brand and is followed by Kwallity Walls, Havmor and Cornetto among others. Rasna (All-India 369th rank) is the ruling brand in the Powdered Drink Category and is followed by Glucon D and Tang.
This year’s study involved 15,000 hours of fieldwork covering 2312 consumer-influencers across 16 cities in India and generated five million data-points and 17,000 unique brands from which the top 1000 brands have been listed in this year’s report.