11th June, 2013. Mumbai. The portfolio of India’s largest consumer goods, beverages and personal care products company, Hindustan Unilever, has the largest number of trusted entries from a single group in The Brand Trust Report, 2013 (BTR 2013). 37 of HUL’s 45 brands were listed among India’s Most Trusted Brands in the report. The BTR 2013 is the third in its series, and has listed India’s 1100 Most Trusted Brands arising out of a primary research conducted across 16 cities on its proprietary 61-attribute Brand Trust Matrix by Trust Research Advisory (TRA).
N. Chandramouli, CEO, Trust Research Advisory observed on this new finding, “The strength of Hindustan Unilever comes from its brands and it is evident in the strength of trust held in them. Its’ brands dominate by presence they are present in. However, HUL lacks category leaders in many cases and brands like Tide from P&G in fabric-care, Colgate from Colgate-Palmolive in Oral Hygiene, Vadilal in Ice-creams and Kent in Water Purifiers are category leaders.”
Lux leads the HUL portfolio ranked India’s 15th Most Trusted Brand, followed by Dove (India’s 19th Most Trusted) and Ponds (India’s 23rd Most Trusted) is third most trusted among the HUL brands. HUL weighs heaviest in the Bath/Beauty category HUL with 18 brands among the 68. In the Tea Category among F&B brands, HUL has four brands among the six listed in the report. These are Red Label (262nd), Lipton (343rd), Taj Mahal Tea (442nd) and Taaza (782nd). In the Homecare category, two HUL brands, Domex (All India 187th Most Trusted) and Vim (All India 250th Most Trusted) hold the first two positions.
In the Fabriccare category, Tide (All India rank 60th) from the Proctor & Gamble stable is the leader, followed by three HUL brands, Surf Excel (63rd), Rin (110th) and Wheel (271st). The Hindustan Unilever brand, independently listed in the report was ranked India’s 324th Most Trusted Brand. The umbrella brand has fallen substantially this year and had been ranked the 60th Most Trusted brand in India in last year’s report.
TRA is launching another report titled India’s Most Attractive Brands in August 2013, the primary research for which is currently under way.
About Trust Research Advisory (www.trustadvisory.info):
Trust Research Advisory (TRA), a part of the Comniscient Group, is a company dedicated to understanding and simplifying concepts related to Trust. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. The organization’s focus areas include Research, Publishing, Trust Introspection, and Licensing. Committed to create metrics for efficient resource allocation for brands spends, TRA owns the global copyrights for the Brand Trust matrix. TRA launches The Brand Trust Report in the beginning of every year and the current issue is the third in the series. TRA is also soon launching a new report, India’s Most Attractive Brands based on a proprietary Attraction Matrix made of 36 attributes.
About The Brand Trust Report, India Study – 2013:
The Brand Trust Report, India Study, 2013 (ISBN: 978-81-920823-4-9), is the result of a primary research based on the proprietary 61-component Trust Matrix, created after several hundred hours of research with sociologists, communication experts and behavioural scientists. This year’s research was conducted among 2505 influencer-respondents across 16 cities, and generated nearly 3 million datapoints and 19000 brands, making it the most intensive study on Brand Trust across the globe.
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