India’s 100 most trusted brands

The Economic Times, India’s largest business newspaper from the Times of India Group, has conducted The Most Trusted Brands Survey in association with Nielsen. The team identified brands that resonate with consumers. These brands are not just the most familiar, but consumers believe they embody certain qualities and offer reassurance. Claimed to be the largest survey of its kind, it considered a sample of 8,160 respondents across socioeconomic classes, age groups, income levels, and geographic regions. The survey narrowed down the field to a list of 300 brands (217 consumer products and 83 service brands). Each brand was then evaluated on seven attributes, which are:

1. Always maintains a high level of quality
2. Is worth the price it commands
3. Is a brand I would surely consider if I have to buy the product
4. Has been a popular brand for many years
5. Has something that no other brand has

6. Evokes a feeling of confidence and pride among its users7. Is very special brand with unique feelings associated to it.

The survey provides good representation across different brands within each category. A total of 35 brands, including both established and new entrants, were evaluated based on sales figures, retail and media presence, and market and trade feedback.

The sample design ensured inclusion of all potential consumer segments. Interviews were conducted with Chief Wage Earners (CWE) – the primary household income contributors – housewives, and young adults (male and female).

Focusing on the prime target audience for consumer goods and services, the survey covered urban India across SEC A, B, and C categories, spanning the national, regional, and local levels. It was conducted in 13 cities across all four geographical zones (west, east, north, and south).

A total of 8,160 interviews were carried out, ensuring a balanced representation of the target groups. This included 2,040 interviews each with CWEs, housewives, young adult males, and young adult females, further segmented across eight monthly household income brackets.

1. Nokia Mobile Phones

2. Colgate