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Welcome
Brand Selection
India enters new period of Criteria
widely shared optimism There are challenges, of course. The equity knowledge and insight, and Our proprietary BrandZ brand
pace of change is more deliberate WPPs proprietary BrandZ brand valuation methodology makes the
and slower in India than in China, valuation methodology. First we Top 50 Most Valuable Indian Brands
for example. Thats in part a analyze relevant corporate financial the definitive study of brands in
consequence of Indias democratic data and strip away everything India. The uniquely consumer-facing
heritage, a fact that also ensures a that doesnt pertain to the branded BrandZ methodology combines
extensive and on-going consumer
high degree of political stability. business. Then we take a critical step
research with rigorous financial
Conditions ripe for brand building Our timing was
that makes BrandZ unique and
definitive among brand valuation
analysis. (See page 206 for full
methodology.)
not coincidental methodologies.
We gathered brand perceptions
Timing is everything. valuable brands. Brand experts from
At WPP, the global communications We conduct ongoing, in-depth from consumers across the Indian
WPP Companies across India share their
Just a few months ago, India experienced services leader, our companies quantitative consumer research market, in both urban and rural
market wisdom in sharp insights and
a transformative moment when voters have been engaged in India for over with more than 170,000 consumers areas, and asked about brands with
extensive thought leadership and best
overwhelmingly rejected the national annually, across more than 30 all kinds of ownership structures:
practices essays. And weve presented 85 years. Today, 13,000 people
ruling party in favor of a challenger who countries, to assess consumer individual private brands, Indian
all this with stunning photography and a including associates work across
promised to reenergize the economy and attitudes about, and relationships family owned conglomerates, MNCs
vibrant design as colorful as India itself. As India in Mumbai, Delhi, Bengaluru, (Multinational Corporations), and
promote a culture of new possibilities and Chennai, Kolkata, Hyderabad and with, over 10,000 brands. Our
you read the report, consider this: SOEs (State Owned Enterprises).
inclusive opportunity. many other cities. We provide database includes information
- Indias consumers like brands and advertising, marketing, insight, from over two million consumers. We selected brands that met these
Now were inaugurating the WPP
Indian companies are sophisticated It reveals the power of the brand three qualifying criteria:
BrandZ Top 50 Most Valuable Indian media, digital, shopper marketing
brand marketers. In India, 86 percent and PR expertise. Its part of our in the mind of the consumer that - They reported positive earnings;
Brands 2014, a groundbreaking study
of brands are private. In China, 45 global presence in 110 countries. creates predisposition to buy
that ranks these accomplished brands, - The brand or corporate brand
percent of brands are state owned. and, most importantly, validates a
analyzes their success, and points out By linking all this talent, creativity, owner was publicly traded in
positive correlation with better sales
important similarities and differences - India is home to all kinds of brands. wisdom, and horizontality, we India; and,
performance.
among the BrandZ brand valuation Global brands and national brands amplify global trends and insights - In the case of banks, at least 25
rankings in India, China, Brazil, Latin thrive, but so do innumerable regional that help our clients in useful and At WPP, were passionate about percent of revenue came from
America, and the BrandZ Top 100 Most brands that are targeted specifically unique ways. We invite you to access using our creativity to create and retail business.
Valuable Global Brands. to particular segments of this diverse our unrivaled BrandZ resource build strong, differentiated brands
country. And because India is home that deliver lasting shareholder value. This approach produced a carefully
The BrandZ Top 50 Most Valuable library. Along with the new BrandZ conceived ranking of brands in 13
to 1.25 billion people, even a regional Top 50 Most Valuable Indian Brands To learn more about how to apply
Indian Brands 2014 is the first edition consumer-facing categories, such as
brand has scale. report, the library includes these our experience and expertise to
of an annual study that will chart automobiles, home care, personal
annual studies: BrandZ Top 100 benefit your brand, please contact care, soft drinks, and food and
and anticipate the rapidly changing - India is both old and young. India is
Most Valuable Global Brands, any of the WPP companies that dairy. The ranking does not include
environment for brands in India and the one of the worlds oldest civilizations
BrandZ Top 100 Most Valuable contributed expertise to this report. any business-to-business brands,
changing value of Indias most valuable but a young nation, independent
Chinese Brands, and BrandZ Top Turn to page 214 for summaries regardless of value, because they are
brands. Whether youre an Indian since 1947. The median age of the
50 Most Valuable Latin American of each company and the contact outside the scope of this report.
company or international company, population is 27, compared with close
Brands. details of key executives. Or feel free
already doing business in India or to 40 in the UK and US. Ecommerce To learn more about the BrandZTM
to contact me directly. valuation methodology, please
considering it, I promise that in this report is beginning to boom in India, and To download these and other
youll find knowledge and insights to help the leading global Internet and social Sincerely, contact: Elspeth Cheung, Global
reports, please visit www.BrandZ. BrandZ Valuation Director,
create and grow brands in India more media brands are active. com. For the interactive BrandZ elspeth.cheung@millardbrown.com.
effectively. mobile apps go to www.BrandZ.
- Valuable Indian brands provide solid
On page 22, Take Aways provide shareholder ROI. A portfolio of the com/mobile.
succinct action-oriented prescriptive BrandZ Top 50 Most Valuable Indian The backbone of all this intelligence David Roth
recommendations from our analysis Brands significantly outperformed remains the WPP proprietary WPP
for brand success. Weve also included Indias SENSEX Index over the past BrandZ, the worlds largest, droth@wpp.com
summaries of Indias Top 50 most five years. consumer-focused source of brand Twitter: davidrothlondon
Blog: www.davidroth.com
6 7
TOP 50 Most Valuable Indian Brands 2014
Part 2.
Thought Leadership
Part 5.
Emerging Consumers 54
by Divya Khanna, JWT Resources
Millennials 56 BrandZ Valuation
by Upasana Roy, Ogilvy
Methodology 206
Part 1. Premiumization 58 Part 4. BrandZ Reports,
Introduction by Mythili Chandrasekar, JWT
Brand Building Apps and iPad Magazines 210
Retail Revolution 60
Overview by Rajan Zachariah, Smollan Best Practices WPP Resources
Themes 12 Rural Mindset 62 WPP Company Contributors 214
India Top 50 Portfolio 13 by Soumitra Patnekar, Grey Worldwide Brand Experience 194
by Gazala Vahanvati, Landor WPP Brand Building Experts 218
Insights 16 Value 64
by Shaziya Khan, JWT Total Consumer Experience 196 BrandZ India Top 50 Team 220
by Vivek Das, Blue Hive
Highlights BrandZ Valuation
Key Results 18 Expanding FMCG 198 Contact Details 222
by Urmi Saha, Millward Brown
Cross Category Trends 20 WPP in India 223
Take Aways 22 The Next Generation 200
Part 3. by Devang Raiyani, Grey
Contents
Media Spending 36 Brand Profiles 1-10 78
Our Insights 98
BrandZ Analysis Brand Profiles 11-20 100
Categories and Brands 38 Our Insights 120
Brand Ownership 42 Brand Profiles 21-30 124
Brand Age 44 Our Insights 144
Brand Contribution 48 Brand Profiles 31-40 146
Brand India 50 Our Insights 166
Brand Profiles 41-50 170
Our Insights 190
8 9
Brand Contribution Ranking
Strong brands Brand Contribution Value
0% - 250%
Contribution
74% 5 The Brand Contribution leaders
have long heritage in India.
09 10 11
BrandZ Indian Top 50 Portfolio
12 13
SENSEX India
14 5 BRAND CONTRIBUTION measures the influence of brand
alone on earnings, on a 1-to-5 scale, 5 highest
= $70 billion
Brand ownership among the Top 50 includes private independents,
Indian family conglomerates, MNCs (Multinational Corporations) and
SOEs (State Owned Enterprises).
% of Total Value of BrandZ TM Top 50 Most Valuable Indian Brands
5 4 4 4
Alcohol - 4.7%
16% 17% 33% 34%
Automobiles - 12.2%
Banks - 35.8%
Food and Dairy - 8.3%
Home Care - 3.3%
Insurance - 1.1%
Brands formed since SOEs MNCs Indian family conglomerates Private independents
Jewelry - 1.3%
Lubricants - 1.8%
liberalization total
Motor Fuels - 3.5%
Paints - 4.7% the greatest value...
Personal Care - 5.3% % of Total Value of BrandZ TM Top 50 Most Valuable Indian Brands
Soft Drinks - 1.2%
Telecoms - 16.9%
% of Total Value of BrandZ TM Top
50 Most Valuable Indian Brands 1991
7 of the Top 10 brands come from the Service sector
1947
Rank: 3
Value: US $6,828 Mil.
Rank: 8
Value: US $1,882 Mil.
Rank: 10
Value: US $1,636 Mil.
Rank: 9
Value: US $1,721 Mil.
44%
Rank: 4
Value: US $3,536 Mil.
Rank: 2
Value: US $8,217 Mil.
Categories
19% 37%
Brands established
Brands established after Independence but Brands established
before Independence before liberalization after liberalization
Part 1
Introduction
Part 1 // Introduction - Overview TOP 50 Most Valuable Indian Brands 2014
Overview // Themes
14 15
Part 1 // Introduction - Overview
Overview // Themes
16 17
Part 1 // Introduction - Overview TOP 50 Most Valuable Indian Brands 2014
Overview // Insights
1
market insight and be consumers like
2
reaching market segments rather
perceived as a local brands. They have
than the full mass market. Their
brand. long experience
strong equity enables these brands
with brands.
to build scale without sacrificing BRAND
Service sector programs to make their services
widely affordable. While building
FMCG brands their meaningful difference, an IMPLICATIONS These conditions
brands dominate scale, however, the service sector excel in brand important advantage. However,
these brands havent fully
The family owned conglomerates
make the market
fertile for new brand entries.
in value brands have not sufficiently
developed deep relationships with
contribution leveraged their equity to pursue
need to continue do what they do
best, build businesses using their
But it also makes the market
new business opportunities and competitive. The relative lack of
3
Service sector brands the their customers. Of the Top 10 Indian respected master brands. But they
increase earnings. SOEs and the predominance of
banks, insurance companies, and brands in brand contribution, need to consider potential shifts in
BRAND IMPLICATIONS privately ownership, mean that
telecoms account for the largest nine are in FMCG (Fast Moving
proportion of value in the BrandZ Having built scale, the service Consumer Goods) categories. Private brands consumer attitude toward master
brands. While young people
Indian brands have significant
brand building experience. In
Top 50 Most Valuable Indian sector brands are salient, a While these brands lack the near comprise most of respect tradition, theyre also more
the BrandZ Power Index, a
Brands 2014. Many of these brands BrandZ measurement of being monopolistic influence of the inclined look beyond it, for new
are relatively young, formed in familiar on a top-of-mind basis. service category brands, they the India Top 50 ideas and experiences.
measurement of brand equity, the
India Top 50 most valuable brands
the last 25 years after the market Theyve have had a meaningful score well in the BrandZ MDF Brand ownership reveals one At the same time, the family score virtually the same as the
liberalization of the 1990s. They impact on improving the lives (Meaningful Different Framework) of the key distinctions between conglomerates need to prepare for Global Top 50.
have invested tremendously in of many Indians, opening bank of brand equity. And the brands India and other BRIC markets. Over
branches in remote regions and audiences where the master brand
building brand and scale. are salient, well known to the point 85 percent of the India Top 50 Both new entrants and existing
empowering small vendors with has little or no currency outside
that they come easily to mind. most valuable brands are privately Indian brands face similar market
The strength of this sector is of India. Having built
mobile phones. owned. In China, opportunities. These include:
not particular to India. Because These brands achieved MDF world-class marketing
valuable brands reaching the growing number of
financial institutions and telecoms Consumers, however, dont see strength in a variety of ways, some competence, some
are much more consumers now able to purchase
are fundamental to the growth these brands as meaningfully of which pertain to brand age and of the family owned
likely to be state products and services; and
of nations, the service sector different. Meaningful (meeting brand ownership. Brand age in conglomerates
owned. While communicating both to the mass
generates high brand value across functional needs and cultivating India divides into three periods: are ready for new
private brands market and to market segments,
the BRIC countries. However, in emotional attachment) and before independence in 1947; growth stages, with
predominate in which have economic scale in India.
India, service brands account for a different (being distinguished, after independence but before expansion abroad
rising proportion of GDP growth, even a trend setter) are, along with market liberalization in 1991; and Brazil, ownership and the acquisition of BRAND IMPLICATIONS
formerly driven primarily by salient, the BrandZ components post liberalization. In contrast to is not the international brands
agriculture. And distinctive to India, of brand equity. the service brands, mostly formed determinative Until now, salience has been
for introduction in
these brands primarily are privately post liberalization, the FMCG brand success important. Many Indian brands
India.
Service brands factor that it is in build top-of-mind awareness with
owned, not SOEs (State Owned brands came into
need to invest in India. The MNCs have celebrity brand ambassadors,
Enterprises). being much earlier.
building customer done an excellent job of building often movie stars or sports stars.
Many have long The difference in India is the
Because of the nature of their relationships. valuable brands. Of the Top 50 Those tactics will go only so far
Indian heritage. presence of Indian family
businesses, and because they They need to most valuable Indian brands, 34 as the Indian market evolves.
understand that opportunity in evolve from Theyre all private. conglomerates and MNCs. percent are owned by MNCs. The Consumers will look for brands that
a land of 1.25 billion inhabitants being providers Individual Indian The family owned conglomerates MNCs now have an opportunity to promise and deliver meaningful
is not limited to the expanding of products and entrepreneurs have succeeded where build scale, in part by leveraging and differentiating benefits that
middle class as significant as that services to being formed a few of the conglomerates often fail, creating their market presence to rapidly improve life in some way.
is these brands also organize trusted service brands. Some brands master brands that convey trust reach groups of consumer who
their offerings to meet the needs partners. Having fit under the master and reliability across disparate In part because of government
desire and for the first time
and aspirations of the broadest said that, Indian brand of an Indian categories, while at the same policies, some sectors have been
can afford their products and
time accruing economies of more protected than others from
4
possible market, as they expand service brands family conglomerate services.
both in urban and rural areas. have been relatively innovative. with a portfolio of brands across scale. Additionally, the family foreign competition. The absence
18 19
Part 1 // Introduction - Highlights TOP 50 Most Valuable Indian Brands 2014
20 21
Part 1 // Introduction - Highlights
22 23
Part 1 // Introduction - Highlights TOP 50 Most Valuable Indian Brands 2014
4
and distinctive. For Indian brands,
of the good life that youre selling.
achieving both scale and depth can
Hair coloring is a big business, and
not just for the wealthy. Mobile
help sharpen the competencies Seek insight in
phones, cars, innovative consumer
necessary for overseas expansion. contradictions
3
products, and healthcare are just Indians live surrounded by the
a few of the categories where
Understand the artifacts and traditions of their
5
marketers need to match product ancient civilization. They also live
and service affordability with special role of in the same day-to-day reality
consumer desire. India may be
master brands as the rest of the developed Set the clock be faster. When change happens
deliberately and incrementally,
desire the newest and shiniest
products. And theyre more likely
one of the few markets where a
consumer can purchase an iPhone In many of the worlds markets
world. Indians constantly mediate on Indian time societys material, communal, and to purchase them even with lay
between these realities. The same spiritual needs are more likely to away plans than their parents.
with installment payments. diversification hasnt been the person may wear contemporary This duality of embracing the past
remain aligned. The result can be The older generations lived
2
optimum path to brand success clothing one day and traditional while living in the present is one
long-term growth and stability at a through difficult economic periods,
because too often it diffuses focus, dress another. The balance of the reasons, along with political
Build scale producing more inefficiencies than between old and new depends differences, that the pace of
deep level. without an elaborate social safety
net, when the prevailing mentality
6
and depth synergies. That assumption doesnt on time and circumstances. Its change in India is relatively slower
than in China, where until recently
was about saving for a rainy day.
Its not one or the other in India.
work the same way in India, where
some of the most successful
a factor in many purchasing
decisions. This balance also means infrastructure construction took Study the young; Young people are less risk averse.
But theres a caveat. Although
With 1.25 billion inhabitants, India brand builders are the family that Indians are receptive to priority over preservation, and view the future young people are more likely than
clearly offers scale. But to fully owned Indian conglomerates. accepting brands whether they consumers faced the future
India is a young country their parents to challenge tradition,
realize that opportunity, its also Their master brands, symbolizing are old (Bank of India , established with less equivocation. Brands
demographically. The median young Indians share with their
necessary to achieve depth, to efficacy and quality, enable these in 1906) or new (Airtel, established need to set their expectations in
age is 27. In contrast, the median parents the need to balance the
connect emotionally. Indian service companies to expand across in 1995). India according to a clock that
age in the US and the UK is more old and the new and dont reject
brands, like telecoms, are excellent dissimilar categories, IT to FMCG, spans millennia. Paradoxically,
than 10 years older. Young people tradition totally.
progress that seems slower may
24 25
Part 1 // Introduction - Highlights TOP 50 Most Valuable Indian Brands 2014
Indianize
7 Indianize
Dont expect to simply repackage
made by ads, in the south they
look for reasons to believe. Even
10
celebrities enjoy different levels of
Define and
deliver good
a global product and sell the
same formulation successfully
popularity and appeal in various
parts of the country. Taste varies
value
to 1.25 billion Indians. Thats a immensely from east to west and Indian consumers are extremely
thrilling idea. But it usually fails. north to south in food habits, value conscious. Well travelled
The international brands that have media consumption or any other and educated, theyre aware of
experienced the greatest success way of life. Marketers need to whats available in the West. They
in India and there are many keep in mind these differences in want the latest, most modern
took the time to understand Indian their efforts to create successful technology at a reasonable price.
needs and tastes and adapt to national brands in India. The Marketers need to innovate and
them. When Nestl introduced message may be national, but the keep up with the consumers
Maggi instant noodles, in 1982, communication needs to be local constantly changing interests and
it gave them a Masala taste, and market specific. With possibly one desires. Perceived good value
today Indians generally think of exception. Conventional marketing is pivotal. But the consumers
Maggi as an Indian brand. Even wisdom holds that two things unite understanding of good value
the most iconic of global brands, the billion-plus people of India varies by category and brand.
McDonalds, did not fully succeed movies and cricket. Marketers need to decode
in India until it introduced Indian consumer behavior and define
9
flavors and vegetarian menu good value by category and
options that would seem out of Maintain focus on brand and deliver it.
11
hamburger chain. Along with
Help the
13 14
adapting to the mass market,
12
Marketers need to distribute in
Indianizing can involve another
step, understanding the myriad
the modern retailing sector, which
is expanding slowly as the Indian
consumer
regional and cultural variations government incrementally relaxes feel smart Be Meaningful Differentiate Build trust
within the mass market. That market entry restrictions. But today,
knowledge unlocks possibilities for While the details of value differ by In todays India, where consumers Indian consumers today have a Trust and reliability are the most
Indian retailing still is dominated
more focused offerings that, given category and brand, this much is know what they want and are strong sense of identity and they critical attributes for a brand
by traditional retailing the local
the overall size of India, can still be consistent: value no longer means aware of the different brand want to stand out in the crowd. A to possess in India, relative to
kirana shops, the independently-
produced at economic scale. cheap. Consumers are discerning. offerings, being meaningful and me-too brand is not acceptable other country markets, research
owned neighborhood general
Especially in poorer rural areas, relevant is imperative. As the anymore. A brand needs to suggests. Closing any gap
stores, chemists, footwear shops,
8
household budgets require preference for branded products have a meaningful USP that between the brand promise
apparel shops, shops selling paan
Think and act (betel leaf) and beedi (tobacco),
purchasing products that work increases, consumers seek differentiates it from competition. and the delivery of the promise
well the first time and for a long more relevant and personally Differentiation does not builds trust. While legacy brands
regionally the hand-cart hawkers and
pavement vendor. While marketers
time. Thats why regional brands significant brands. Building necessarily mean developing a like Tata and State Bank of India
Managing Indias diversity remains proliferate in many categories. affinity, an emotional connection new offering. Marketers can look have built trust over many years,
must use the modern trade format
a challenge for marketers. What They offer enough quality at a with the consumer beyond the at differentiating with service, global brands like McDonalds
for promoting their brands and
sells in one part of the country good price. Consumers feel theyre transactional relationship, is critical brand experience, ambience and Nokia have also cultivated
gaining distribution efficiencies,
might not sell well in some getting their moneys worth. They for marketing success. Some or anything else that suits their trust by, over time, finding the
they need to continue refining
other part, so marketers have feel smart. Offering traditional brands, like the bakery and dairy brand. right localized approach. For
their distribution and promotion
to constantly customize their price discounts and sale periods brand Britannia, have connected heritage and global brands, the
strategies through the traditional
offerings for regional needs, taste may help attract these value- so strongly with consumers, that common factor is being true
route because the modern sector
and sentiments. While people in driven consumers. But not as much in the minds of many Indians the to the consumer and providing
accounts for only about 7 percent
the north tend to believe claims as providing an honest product or brands actually represent not just authentic products and services.
of Indian retailing.
service at the right price. particular product ranges, but
entire categories.
26 27
Part 1 // Introduction - Highlights TOP 50 Most Valuable Indian Brands 2014
19
Highlights // Take Aways
18
Implement
clever
ecommerce
strategies
Increased trust, low price offers,
Optimize
media
spending
The media industry has changed
significantly, driven by the
20 Simplify
the route
to market
Having an efficient route-to-
market strategy helps consumer-
changes of 2001, when liberalized facing businesses gain market
and the ability to transact 24/7,
government regulations invited share at an optimal cost. But the
drive ecommerce growth in India,
more competition in print, route that a product or service
where there are over 25 million
television, radio and eventually needs to travel before reaching
online buyers and over 210 million
social media and out-of-home. its end user remains complex in
Internet users. Marketers must
Add in the numerous variables India. Marketers need to develop
explore the ecommerce route
like geography, language, religion more creative strategies to
more aggressively and adapt it
and socio- economic status, and reach the consumer. Combining
to the particularities of the Indian
the Indian media market becomes bricks and mortar retailing with
market. For example, because
very complex and challenging for ecommerce is probably the
credit card ownership is limited
advertisers and media planners. starkest example of this creative
and customers hesitate to pay for
Consumers dont consume media thinking. Other strategies include:
merchandise before receiving it,
one medium at a time anymore. using unconventional channels,
many ecommerce brands have
They browse websites on mobile like self- help groups in rural
successfully adopted a cash-on-
devices while watching TV, or markets; using mobile technology
deliver strategy.
notice an out-of-home ad while to reach every consumer; and
browsing through the pages of focusing more on modern trade,
a magazine. Marketers need to a less complex channel.
optimize their media mix to get
the highest ROI.
Market Creatively
15 Crack the
value code
16 Get social
India is the worlds second largest 17 Get mobile
India ranks third among
market for social networking sites. countries for mobile device users.
Consumers have many choices.
Major social media brands, such as Around 84 million Indian Facebook
Find something that makes your
Facebook, Twitter and LinkedIn, users access the website using
brand or service locally relevant,
operate relatively freely in India, their mobile devices. Mobile
different, and necessary. Make
in contrast to China. Facebook marketing is the next big platform
something about your offering
has approximately 100 million for brands in India. Especially
the functionality, delivery, or
users in India. The country has the in rural areas, where illiteracy
emotional appeal superior to
worlds third largest Internet base, and erratic electricity supply
the competition. Or make your
with 210 million Internet users, sometimes hamper traditional
offering more accessible. And
according to the Internet and marketing platforms, marketers
execute effectively.
Mobile Association of India. Social need to leverage mobiles
networking in India helps improve advantages. Missed-call ads
brand engagement. Social media ringing and leaving a message to
platforms, detailing the users save the recipient the cost of the
demographics, preferences, social call have proved successful for
connections and behavior, provide some leading brands in India. With
an attractive proposition for the increasing number of utility
advertisers. The high granularity transactions like paying bills,
of information allows advertisers banking, and booking tickets
to target consumers much more being made on mobile phones,
effectively. the medium has huge potential.
28 29
Part 1 // Introduction - Background TOP 50 Most Valuable Indian Brands 2014
Mumbai 134
(on a scale of 1 to
65 years and over 5.7% 5% 189, 1 being the most
business friendly)
55-64 years 7%
GDP Per Capita
25-54 years 40.6% (around the same as Yemen)
15-24 years 18.1% Hyderabad US$ 1,499
Total Internet Users
0-14 years 28.5% 213 million
(141 urban/72 rural)2
Mobile Subscriptions
Median Age 1 per 100 people
(2014 estimate)
89
Internet Users
135 per 100 people
27yrs 30.7yrs 36.7yrs 37.6yrs 38.7yrs 40.4yrs
Bangalore 71%
Figures from the World Bank and for 2013 unless otherwise noted 153
1
CIA World Fact Book 2014 estimate
15 46 52 61
Figures from the World Bank and for 2013 unless otherwise noted
2
Internet and Mobile Association of India
30 31
Part 1 // Introduction - Background TOP 50 Most Valuable Indian Brands 2014
Background // History
Civilization
In inventing the term Axial Age, German
Unification much of India enjoyed peace and
32 33
Part 1 // Introduction - Background TOP 50 Most Valuable Indian Brands 2014
Background // History
Independence
Europeans, but also another theater of
war. Following Britains victory in the
Seven Years War, which broke out in
1756, its East India Company controlled 1947 to 1991
Rising India
most of India for about a century, until 1991 to Today
Empires and Invasions an Indian rebellion against the company
in 1857. Then the British government
In the global geo-political reorganization
following World War II, India achieved
independence, on August 15, 1947, and
Some sectors, such financial services
and telecommunications, experienced
500 to 1500 asserted control. It installed modern
governance institutions, helped build the
Jawaharlal Nehru became the nations reform, while other sectors lagged.
With the end of the Gupta Empire, India fractured into first prime minister. Britain partitioned the Having nationalized banks in 1966, the
economy, and encouraged an emerging
several kingdoms. Arab Muslims conquered Persia and
then the areas now Pakistan and Afghanistan, but Hindu
Mughal Era middle class. At the same time, much of
India remained impoverished. By the early
land into a Muslim state, Pakistan, and a
predominately Hindu state, India. Massive
Indian government allowed more private
ownership, in 1996. Regulatory reform
migration and violence ensued. Tensions
rulers repelled advances further south. Later, Turkic
and Afghan invaders established the Delhi Sultanate in
1500 to 1857 1920s, the Indian National Congress called
between India and Pakistan deteriorated
of insurance, in 2000, attracted foreign
investment. For similar reasons, the telecom
for self-government. Relying on principles
northern India and exerted influence in other parts of Mughal invaders defeated the Muslim rulers of northern to the point of war several times. Internal sector grew exponentially. In contrast, the
of non-violent protest, Mahatma Gandhi
the country, adding Islam to the mix of religions. India, adding more elements to the countrys cultural mix. divisions resulted in the assassinations retail sector remains highly protected and
led a movement for independence.
Turkic-Mongols from central Asia, the Mughals traced of two prime ministers, Indira Gandhi in fragmented. Although GDP grew by over
their lineage to Genghis Khan. During the seventeenth and 1984, and her son Rajiv Gandhi in 1991. 10 percent in 2010, the economy slowed
eighteenth centuries they controlled most of India. A Mughal Indias economy neared default in 1991. to half that rate in 2013. The overwhelming
emperor, Shah Jahan, built the Taj Mahal. In 1499, Portuguese This trauma forced the government to rejection of the long-time ruling party, and
explorer Vasco da Gama discovered a new sea route to India, advance more inclusive policies and the vote in favor of Narendra Modi, in Indias
around Africas Cape of Good Hope. The Dutch East India loosen its central control of the economy. national election, in May 2014, signaled
Company was established in 1602. Subsequently, the Danish, impatience with the pace of reform and
French, and Portuguese set up similar mercantile businesses. affirmed a desire for greater opportunity.
Britain established its East India Company in 1612.
34 35
Part 1 // Introduction - Background TOP 50 Most Valuable Indian Brands 2014
were formed over 65 years ago, Indian family conglomerates The conglomerates are Tata Group
Groups operations extend to 36 in 1945, in Punjab, to trade steel.
before the establishment of overall score significantly higher not building family wealth countries. The company entered automobile The Tata Group operates
India as an independent nation, than MNCs (Multinational alone, although theyre often manufacturing in 1947. Today, the over 100 companies, across
during the period of British rule, Corporations) in brand power, the tremendously wealthy. Theyre Bharti Enterprises the world, in seven business
company is especially well known
at a time when Indias middle BrandZ measurement of brand also building businesses to serve Bharti operates businesses in for its SUV brands and tractors. sectors: communications and IT,
class first expanded and local equity and a brands ability to drive a nation. This mission provides telecom, insurance, retail, digital engineering, materials, services,
entrepreneurs found ways to market share. Factors driving this guidance and continuity for TV and foods. The telecom O.P. Jindal Group energy, consumer products, and
align with the governments result include: successive generations. business is present in 20 An industrial conglomerate, O.P. chemicals. Among the companies
nation-building agenda.
Dynasty Local Roots countries across Africa and Asia,
and includes a joint venture with
Jindal Group maintains interests
in steel, cement, mining, and
are: Tata Motors, with brands
such as Jaguar Land Rover;
When conglomerates worldwide Prior to British rule, India Local knowledge and connections, Japans Softbank. Bhartis retail power. Founder O.P. Jindal and Tata Docomo, the telecom.
often failed to produce productive experienced centuries of important factors for success in operation included a six-year joint opened the companys first steel Formed from a trading company
synergies among their many dynastic leadership. These family any market, are especially critical venture with Walmart. Founded plant in Hisar, in northwestern that Jamsetiji Nusserwanji Tata
holdings, many Indian family conglomerates adapted Indias in India because of complexity and in 1976, by Sunil Bharti Mittal, India, in 1952. The companys established in Bombay, in 1868,
conglomerates expanded their traditional governance structure diversity. Success requires getting the company developed first as operations today span the globe. the company entered its first
holdings and built master brands and applied it to commerce. the subtleties right. a manufacturer of bicycle parts, major industrial business, in 1874,
that confer authority across RelianceADA Group
disparate categories while
Over time, they leveraged their
privilege, knowledge of the
Professionalism and started in telecom services
Reliance Anil Dhirubhai Ambani
with the establishment of the
by launching a mobile services Central India Spinning, Weaving
accruing economies of scale. system, and access. In culture, Indian conglomerates Group is present in many sectors
business in Delhi, in 1995. and Manufacturing Company.
Theyve also succeeded where respect tradition and family; in
many family businesses fail, Family operations, they adopt the most up- Essar Group
including: communications,
infrastructure, financial services,
Over time, the Group entered
the airlines and automobile
transmitting a sense of mission and Family is the primary social unit to-date, global best practices. This Essar Group operates primarily entertainment, power, healthcare, businesses. And it 1952, it created
entrepreneurialism to successive in India, perhaps more than in duality is part of what makes them in steel, energy, infrastructure, technology, cement, real estate, the first popular Indian cosmetic
generations. many other nations. Until recently, successful and particularly Indian. shipping, ports and logistics, food, and logistics. The group brand, Lakm, now owned by
individual prerogatives were and services, including tele- formed in 2005, when the Hindustan lever.
secondary to the needs of the communications, in over 25 two brothers running Reliance
family. The family dynasties match countries. The company was Industries split that company into
this cultural characteristic. incorporated in June 1976. two entities.
36 37
Part 1 // Introduction - Background TOP 50 Most Valuable Indian Brands 2014
Education 6%
Retail 12%
0%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Estimated
38 39
Part 1 // Introduction - BrandZ Analysis TOP 50 Most Valuable Indian Brands 2014
along with Airtel and Bajaj Auto. the top of the India Top 50...
In counterpoint to the
concentration of value and the
The Top 5 brands account for 45 percent of the total value of
the India BrandZ Top 50.
Value concentration
limited number of categories at
The concentration of brand power is consistent consistent with
the top of the Indian ranking,
the rest of the Top 50 is more
Top 50 ranking by brand value Top 5 ranking by brand value
across the BRICs... other BRICs
category diverse, with food and The concentration of brand value
dairy, personal care, and home The Top 5 brands of the BrandZ Indian Top 50 account for 45 percent of at the top of the BrandZ India
care also well represented.
HDFC Bank 30%
total value, which makes brand power in India a bit less concentrated than Top 50 is consistent with the
in other BRICs. results in other BRIC markets. In
fact, the Indian market, with the
Top 5 brands representing 45
Airtel 27%
percent of total Top 50 value, is
somewhat less concentrated than
Brazil (48 percent) and China
State Bank of (50 percent). In contrast, only 27
India 22% percent of total brand power is
concentrated in the Top 5 brands
ICICI Bank 11% in the BrandZ Global Top 50.
The dominance of banks in the
Bajaj Auto 10% India Top 50 is also consistent with
BrandZ rankings across other
Top 5 Ranking 6-20 Rankings 21-50 Rankings BRIC markets, where the number
Source: BrandZ/ Millward Brown % Value - Brand value share of top 5 brands Source: BrandZ/ Millward Brown of financial services brands
exceeds other categories.
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Part 1 // Introduction - BrandZ Analysis TOP 50 Most Valuable Indian Brands 2014
42 43
Part 1 // Introduction - BrandZ Analysis TOP 50 Most Valuable Indian Brands 2014
$70bn
success in ways that defy usual
before its Indian market entry, in 1930.
assumptions.
Indian consumers consider both of these
MNCs
Although conglomerates too often market-leading brands Indian.
US$ 12 bil.
dont achieve expected efficiencies
India is rich in private brands, particularly
17% and synergies, the Indian family
in FMCG categories, because both
of Total Value conglomerates created strong master
the Indian family conglomerates and
17 Independent brands
brands that confer trust across
Brands US$ 24 bil. the MNCs have scale across diverse
categories while accruing marketing
in Top 50 businesses, reach deep into the Indian
efficiencies. The MNCs successfully
Private with MNCs 84% of Total Value market, and implement effective brand-
introduced existing brands, Indianizing
building strategies.
Source: BrandZ/ Millward Brown
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Part 1 // Introduction - BrandZ Analysis TOP 50 Most Valuable Indian Brands 2014
37%
46 47
Part 1 // Introduction - BrandZ Analysis TOP 50 Most Valuable Indian Brands 2014
Implications
for brands
Brands with this kind of
Before liberalization in 1991 - Before Independence in 1947 - heritage probably have
more to teach than to
Ages 23 to 67 Over age 67 learn. With that said, these
As this ancient civilization, with a This activity created a richer brand The period before independence Lever Brothers launched Lux brands market today much
recent colonial past, transformed landscape across many sectors, covers the years of British rule, soap in 1899 and introduced it to differently than they did
into an independent state in 1947, with some sectors open and from 1858 to 1947. Several India in 1905. Other brands began when they were formed.
India faced the enormous challenge others, such as insurance, banking, bank brands were established. in India, such as Asian Paints, That past adaptability is
of building a modern economy and energy, tightly controlled or Less expected, perhaps, is the formed in 1942, and Tata Motors, key to their future vitality.
able to sustain its population and regulated. Many local FMCG brands emergence of brands in FMCG which began in 1945.
compete with other nations. flourished. Because regulations and other categories that are not
prevented most international about establishing fundamental
Central control of the economy
retailers from operating in India, institutions but rather reflect the
characterized the first 40 years, but
government ownership didnt reach
local brands faced less pressure desires and tastes of ordinary ...The Brazil brands are older
to cut margins or compete with consumers.
the same level as in China. Other
retailer private labels. and the Chinese younger
than the State Bank of India, which One of the earliest brands, Punjab
dates to a predecessor brand Brand examples National Bank, was established Comparing the BrandZ BRIC country rankings, China has more younger
formed early in the nineteenth in 1895. But Britannia, a maker of brands and Brazil more older brands, with India in the middle.
Maruti Suzuki, an Indian-Japanese
century, most financial institutions popular biscuits, cakes, and dairy
joint venture, changed the car
operated privately until 1969, 22 products, started in 1892. Its Age of Brands - China vs Brazil
market when it introduced the
years after independence, when owned by Wadia Group, an Indian
Maruti Suzuki 800, in 1982. United
the government nationalized the conglomerate formed around the
Breweries Group, an Indian
largest commercial banks. time that the British East India China Brazil
conglomerate, founded in 1857,
Company arrived in India, in the
In other sectors, many new brands launched Kingfisher, its flagship 74% of brands
eighteenth century. 26% of brands
emerged during this period, driven beer brand, in 1978. The Indian
by consumer desire. These brands FMCG conglomerate Hindustan The longevity of the brands 12% of brands
usually were not established by Unilever, started in 1933, introduced established prior to Indias
SOEs (State Owned Companies), Fair & Lovely, a leading skin independence suggests that 36% of brands
in contrast to China. Instead, lightening product, in 1975. if their survival was aided by
they typically were powered by government regulation or limited
the financial strength of large competition, it probably was not 14% of brands
conglomerates, sometimes Indian, due to those factors alone but
sometimes MNCs (Multinational also the brands ability to build
Corporations). Implications for brands deep and enduring bonds with
Less than 35 years old 35 - 64 years old Over 64 years old
38% of brands
customers.
Brands introduced during the last half of the past century often
Brand Examples Age of brand (% value share) - India
are well entrenched in the Indian market and experienced at
promoting both the functional and emotional benefits of their Some brands arrived in India 44% - 14 Brands
products. Many of the brands rely on brand ambassadors, often during this period, having been
leading Hindi and local language movie stars. They face the key founded earlier in another part 19% - 15 Brands
challenge of success: complacency. Consumers are changing. of the world. Established in the Less than 23 years old
More women are entering the workforce. Young consumers US, in 1873, Horlicks, a chocolate 23 - 67 years old
are challenging societal traditions. In a freer market with more malt drink become popular in the Over 67 years old
competition, complacency can be fatal. UK and arrived in India in 1930.
37% - 21 Brands
Based on the BrandZ China Top 100, Brazil Top 50, and India Top 50.
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Part 1 // Introduction - BrandZ Analysis TOP 50 Most Valuable Indian Brands 2014
Consumer goods brands FMCG brands lead brand contribution ranking... ...Indian financial
The brand contribution leaders have long heritage in India. service brands
lead in brand contribution Top 10 by Brand Contribution outscore Brazil, China
Brand Contribution measures the influence of brand alone on earnings, on a 1-to-5 scale, 5 highest
50 51
Part 1 // Introduction - BrandZ Analysis TOP 50 Most Valuable Indian Brands 2014
Brave
Brand India differs Creative Adventurous
Generous Friendly
India
In Control Idealistic
China
Different Kind Brazil
Source: BrandZ/ Millward Brown Fun
52 53
Part 2
Thought
Leadership
Part 2 // The India Top 50 - Thought Leadership TOP 50 Most Valuable Indian Brands 2014
Seeking a better life, Flexible Fulfilling long-held The attitudes, values and beliefs
of the emerging consumers are
individuality aspirations
emerging consumers
rapidly shifting, giving a boost
Migration is also the easy way to As they migrate from being to both their consumption ability
adopt new values. Rather than have-nots to haves, emerging and preferences. Yet, they are
stay with the extended family consumers are starting to fulfill firmly in the drivers seat. Rather
or community and fight daily aspirations that they have long than attempting to wrest control
travel on diverse,
battles, moving away makes held. They may have not always of the wheel or change the
it easier to assert individuality consumed our products and direction on their maps, we might
without compromising those services, but they have been benefit from understanding
relationships. While traditional consuming our brand messages. their journeys and where our
values are still fiercely defended So assuming they know little or products might fit in with their
intersecting journeys
in rural strongholds, the urban are less savvy than the other agenda. They may spend more
areas are a kind of refuge consumers could be dangerous. on a mobile phone handset but
for those who are weary of In fact, given their past struggles, may stop using soap if the brand
ideological debates, physical they are likely to be more raises the price by one rupee. Its
violence and simply want the sensitive to disrespect and up to us to figure out why and
freedom to live their own lives. condescension. what our brands/products can
Its not about choosing between do to be invited along on these
Mapping the many mindsets the extremes, just the flexibility Life is to be lived, journeys.
to decide which values to hold on not just endured
and points of intersection to and which to give up from a
purely individual perspective. Every migration happens by
degrees. Only Bollywood movies
by Divya Khanna Merging with like to show a helpless country
Assistant Vice President & Regional
Planning Director, South Asia, JWT
the mighty bumpkin transplanted into a big
city. Emerging consumers are not
divya.khanna@jwt.com middle class so isolated and unaware. They
too chart their journeys with care
With a new prime minister who
Its not easy to generalize in a country as diverse Shedding the old boasts of a background as a
and foresight, trying to learn
and dynamic as India. And emerging consumers, like what they can expect, preparing
every other segment, have not one but many different attitudes in favor chaiwalla, a humble tea seller,
themselves as best they can. Life
democracy in India is truly JWT is South Asias leading and most
narratives. Hes the young villager trying to find his of the new coming of age. Political ideology
is not something to be endured;
admired marketing communications
way in the big city and shes the slum-mother trying it is something to be created.
The broadest narrative of emerging aside, this is the ultimate proof agency that offers a truly integrated
to direct her childrens future. Hes the hard worker From how they dress to how
consumers is that of migration. This is not for the emerging consumers that network across India, Sri Lanka and
who lives for the one month he spends as the big man they live, from how they talk to
just in the literal sense from the village they can base their identity on Nepal. JWT India provides powerful
returning home to his small town and shes the young or small town to the city, but also in the the new kinds of work they learn
their ambition in terms of where 360-degree total communication
college girl trying to mask her humble origins. metaphorical sense of migrating to newer to do, there are many avenues
they want to go and not by solutions to its clients from across its
attitudes and lifestyles. The first traditional to explore. They have already
If the emerging consumer is not one person with one where they may be coming from. six offices in India.
belief shed is fatalism. Accepting your lot in subscribed to the credo of most
journey but many people with overlapping journeys, Ask them to classify themselves
life is pass and creating a better life is in. city-dwellers my life, my rules. www.jwt.com
it would be good to draw ourselves a map, to identify and theyll tell you they are
Like the crowds at the escalators in the big
the points of intersection, where we can be assured middle class. Only those looking
shiny malls, emerging consumers are eager
of heavy traffic for the messages we need to get out. to be on their way up, some jumping on for a handout would say they
So, rather than profile a single stereotypical emerging and climbing quickly to speed things along, are poor. And they know that
consumer, it might be more useful to profile an others hesitating and fumbling till theyre handouts will not get them where
emerging consumer mindset the attitudes, values pushed forward. Yet all seem equally theyre aiming to go; only their
and beliefs that they are adopting. determined to progress and move forward. own efforts will.
56 57
Part 2 // The India Top 50 - Thought Leadership TOP 50 Most Valuable Indian Brands 2014
Large population
of young people
drives rapid rise Identifying types
We went back to the basics: behind each target
audience you are essentially talking to a real person.
Various trends uncovered in the course of this study
made us take a renewed look at how we do things.
Wed assumed that Facebook content was all in
English, for example. The truth is that a lot of content
of social media
Our team conducted independent research to is in local languages. So maybe its about time we
create a segmentation study of consumer profiles start creating content in regional languages.
on Facebook in the age range of 18 to 24, which
We also dispelled the misconception that Indians
is the largest demographic on Facebook today.
dont create content. We saw that given the right
The research yielded seven distinct profiles of
platform and tools they do. The explosion of
Millennials. Each profile is packed with data around
Our Seven Faces of Facebook study segments interests, tonality, basic personality traits, and
engagement triggers.
apps like meme generators gave these people the
platform they wanted. Their engagement suggests an
opportunity for brands to create relevant content.
Indias most sought-after demographic We used the well-established psychometric
assessment called Myers-Briggs Type Indicator to
It may not be surprising to learn that urban India
is hooked on Facebook. But so is the rest of the
assign a personality type to each of the profiles.
by Upasana Roy subcontinent. When we imagine a Live Wire we
Lets start with the Curator of Cool who is a
Planning Director, Ogilvy, Mumbai immediately visualize kids from big cities fiddling
trendsetter and tastemaker, sitting at the top of the
upasana.roy@ogilvy.com away on their smart phones. Interestingly, our study
social-ecosystem. Tech-savvy and opinionated, he
shows that Millennials from small towns are equally
Internet penetration in the country have accumulated millions of fans. The knows whats hot and whats not. Then we found
engaged on Facebook.
may not have crossed 16 percent of mobile phone sites, Vodafone and Tata the Homebody who posts on Facebook, but only
the population yet, but in absolute Docomo, and the youth fashion brand about family life. Essentially, what we are saying is that if the Millennials
numbers, penetration works out Fastrack, each claim over three million seem like one single faceless demographic cluster
On to the Professor, a subject matter expert
to be more than three times the Facebook fans. This phenomenon to you, its time to take a closer look. While some
who believes in quality over quantity. Next, the
population of France. And within this compels marketers to ask, how much Millennials are Homebodies, others are living and
trigger-happy Live Wire who lives, breathes, eats
colossal figure lies a demographic that do we really know about this Millennial breathing online. If some are Exhibitionists, others
and sleeps online. We also found The Observer,
demands the lions share of attention: demographic and its online activity? are clinging to the value of sharing good content. As
who is on Facebook because everyone else is.
The Millennial generation. With 56 Whats next? Are we simply collecting marketers, its our responsibility to create content that
The Observer literally has nothing to say. The
percent of our population under the crowds? excites each of the types and adds true value to our
Exhibitionist incessantly self promotes. And finally,
age of 30 (the median age of the social campaigns.
With the decline of organic posts on the Wannabe tries really hard to fit in, but is just not
population is 27), its no surprise that there yet.
Facebook, marketers are frantically
when surveyed about the top reasons Ogilvy & Mather is a leading
for going online, 87 percent of netizens
blanketing social media with paid
posts, praying that, like some heat-
Predicting behaviors communication network in
answered communication and 67 India. The company comprises
seeking missile, theyll reach the We cross-referenced each profile with the type
percent said social networking. strong offerings in: advertising,
intended targets. But its become of content they shared on their timeline to create
social media, direct marketing,
We know that social media sites apparent that even narrowing the focus an extensive list of triggers. For example, the
data analytics, retail
have achieved critical mass. Indian according to interests and age groups Exhibitionist might respond to customer shout-
marketing, rural marketing,
Millennials are the demographic fueling isnt enough. We saw the opportunity outs/acknowledgments, while the Professor is likely
activation, public relations and
this engagement on social media to deep dive into social media to respond to cool anecdotes/insider information
healthcare.
today, Facebook being the primary site. and mine for qualitative behavior about a brand. Our discoveries also help to engage
The top Facebook pages in India today discoveries. audiences and create relevant content. www.ogilvy.com
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Part 2 // The India Top 50 - Thought Leadership TOP 50 Most Valuable Indian Brands 2014
Who makes it, what a spring or other special source. needs to be clearly understood.
Indian consumers
And premium pricing isnt just Indian consumers look for
its made from, about adding ingredients. Even rational explanations to justify
how its made removing something oil, fat, their purchases.
sodium, sugar, gluten may let us
These components are about Occasions day or night, casual
charge more.
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Part 2 // The India Top 50 - Thought Leadership TOP 50 Most Valuable Indian Brands 2014
As shopping changes, the shoppers experience This intersection between shoppers, retailers and
Complicated shopper
becomes more complex and harder for retailers technology has, for the first time, given shoppers
and brand owners to manage. In other words, the the potential to access retailers management and
customers want the retailer to manage their 3Ps information systems if the retailer is willing to allow
(profile, personal history and preferences) and let it. In the future, providing access will be a source of
them have access to it whenever and wherever they retail competitive advantage.
behavior requires
want it. This demands that retailers become more
smart, agile and clever. Leveraging online and bricks
Shopping decisions are now framed and managed and mortar advantages
by aggregators, deal sites, social media and social Online retailers can offer very disruptive, fast-moving
Retail winners will perfect thinking and fast action match. They can convert floor space to zones where
customers can experience products and offerings.
omni-channel presence
Indian retail is in a transition phase as digital Demonstrations and promotions in these experience
technology disrupts shoppers expectations zones will enable customers to touch and feel or
regarding how they interact with the world around taste the offering prior to purchase.
them. Continued retail success requires rapidly
Bricks and mortar retail businesses need to be
adapting to the new wave and thinking beyond
by Rajan Zachariah backed by digital presence as well. This will involve
Country Head, Smollan India business as usual. For retailers to win in the new
rethinking strategies and making use of the digital
ranjan.zachariah@smollan.co.in environment they must quickly take new initiatives
presence beyond the walls of the store, and within
such as these:
them. Loyalty programs have to be redesigned
A complicated and worldwide retailers also need to predict that will help retailers and brands Reinvent convenience: Understand what each and customized to suit preferences. Information
shopping phenomenon is rapidly consumer demand. sharpen up their strategies in this customer needs to make shopping easier, flow has to be made more robust, transparent, and
finding expression in India in ways challenging and rapidly changing everything from checkout to ease of pick-up. personalized.
Indian retailers and brands can Redefine loyalty: Learn how the customer shops in
that will impact Indian retailers environment. In this complex shopping environment, brands have
get in front of these changes, a new non-linear way and engage at every point.
and any brand sold at retail. their work cut out. Devising strategies to influence
The combination of digital
which are inevitable because
consumerism in India is
Purchase path Re-imagine experience: Its a key to differentiating
reluctant shoppers to try the product, capturing
the brand.
technologies, consumer experiencing unprecedented becomes more Reposition value: Price is only a starting point.
their feedback and addressing their concerns, is
equally important. While marketers spend millions
expectations and socio-economic growth, driven by favorable complicated Analytics help achieve these initiatives. The advent trying to convince new customers to try their
change is transforming the way demographics: a young and
we shop and what it means for working population, rising income With the emergence of modern of Big Data, captured from the gamut of information brands, they often end up ignoring the brand
suppliers, manufacturers and levels, urbanization and growing Indian retailing, shopping and available on the shoppers, has thrown open multiple loyalists. Word-of-mouth publicity, and advocacy by
retailers alike. The balance of brand orientation. shoppers are becoming more opportunities for the retailers to monitor customer these loyal customers, can help brands and retailers
power has shifted in favor of the complicated. The path to behaviors much more closely, and in real time. By gain much-needed momentum.
This growth drives the rapid purchase no longer is a linear mining Big Data, retailers have a stronger platform
consumer who is now more in
expansion of Indian retailing, progression that goes from to manage existing relationships better and start
control than ever.
a US$ 520 billion category awareness to consideration, new ones. Because the shopping process has been
Retailers, on the other hand, are expected to expand at a CAGR preference, purchase, loyalty and, diversified, the store needs to extend itself in time
left trying to understand the (Compounded Annual Growth finally, advocacy. Rather, shoppers and space, beyond a physical location or website,
consumer mindset in this new Rate) of 13 percent to reach move much more randomly with the aid of technology. Founded in 1931 by rugby Springbok Fred Smollan, the
omni-channel world; how, when, around US$ 950 billion by 2018. among a complex combination of
All of this new conversation is being shaped and Smollan Group opened its doors initially as a regional
why and where consumers buy, Meanwhile, the modern retail physical and virtual touch points
enabled by a surge in personal, portable digital South African based sales agency. With its pedigree in field
what influences and triggers the sector is developing rapidly that involve search, research and
technologies, mostly smartphones, but also tablets. marketing, the Group has evolved to offer a diverse range of
purchase decision. Retailers need and should reach 10 percent of interaction with both the seller
These are already widely used for shopper research outsourced marketing services to multiple channels across a
to know what channels and media the retail market by 2018. The and peers.
and recommendation and are being used for broad spectrum of industries.
consumers are likely to use, and challenge is to devise a model
purchase as well, especially by younger shoppers. www.smollan.co.za
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Part 2 // The India Top 50 - Thought Leadership TOP 50 Most Valuable Indian Brands 2014
New economic
development initiatives Access to
information aligns
needs like food and shelter.
However, the biggest learning
from the recent elections is that
time seemed like an endless
commodity. Today, time is money.
When telecom brands advertise
rather a tectonic shift in how social economy is no Brands must communicate with
money
a better life, a life equal to that of
their urban compatriots.
rural Indians in the same language
life is being reorganized in India. Until longer dominated they use for the urban population. The advent of mobile devices has
now the rural and urban economies
operated in almost different time by farming Talking to people from rural disrupted the idyllic, laidback,
India as if theyre small-towners self-sustained village ecosystem.
zones and eras. Social life in rural and In rural India today, 66 percent of is patronizing and a business Mobile devices have altered the
urban India reflected deeply rooted income is non-farm. Despite the mistake. flow of time, punctuating daily life
systemic and structural differences. popular misconception that farming with new moments for personal
In the hinterlands, where caste continues to dominate the economy, People seek and business life. People may use
and class privileges determine and Indias rural economy today
regulate a fixed social trajectory, any encompasses a range of non-crop empowerment not their mobile to chat with a friend
or to learn the prevailing rates of
outside influence has been treated agricultural activities, manufacturing social welfare onions in the wholesale market.
as an intrusion and typically faces activities, trading, shop keeping Grey is a global advertising network.
The preconception about rural Mobile devices also changed the
a lot of resistance. The victory of and professional services. Migrant Under the banner of Famously
India is that it is entrenched local mentality as people became
the Bharatiya Janata Party (BJP), workers drive the rural economy and Effective Since 1917, the agency
in socio-economic inequality aware that they were perpetually
and its focus on vikas, or economic are in a sense its brand ambassadors. serves a blue-chip client roster of
and that economic progress accessible and answerable to
development, suggests that attitudes Brands need to acknowledge this many of the worlds best known
depends on quotas for political others. A new sense of urgency
in rural India are changing. These evolving reality rather than limiting companies.
representation, and government and accountability accompanied
changes, all of which impact brands, their audience to just farmers.
largesse to provide for basic this change. Not long ago www.grey.com
include:
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Part 2 // The India Top 50 - Thought Leadership TOP 50 Most Valuable Indian Brands 2014
Above all, value means smartness, experiential savvy you give? Squeezing out the best buy is the new
2
even social sensitivity. Bling and showing off has
The importance made way for more muted, understated purchase
Across the economy, shoppers of smart timing
behavior. Package lunches, group discounts,
cloth carry bags, local instead of foreign holidays,
rich and poor seek value Among the many factors that drive purchasing
redemption coupons all point to the responsibility
associated with being value conscious.
5
today, timing predominates. Consumers and
marketers are engaged in a game played in the world
by Shaziya Khan of buzz and WOM (Word of Mouth). Its a world Smart, accessible
Executive Planning Director, JWT when certain days or weeks, magical time zones, design leads the way
shaziya.khan@jwt.com combined with incentives, persuade consumers
to spend. The game includes whatever incentives Value consciousness has unleashed a burst of
Budget used to mean cheap. Expensive used to mean classy. The work, such as 25 percent or even 70 percent off, free creative design solutions. There is a promising
world was divided into cheapskates and spendthrifts. But the old add-ons, cheaper flights on weekdays and for off- segment, across categories, which focuses on
definitions no longer apply. Budget or value is the new smart. (And season holidays, frequent flyer points, coupons and providing premium yet accessible quality. It
expensive is the new stupid.) Budget spells not only good value interest-free loans. But what works today may not celebrates the good life for all. Inclusive, edgy and
for money, but also pretty good quality. Words like accessible, work tomorrow because in value, as in humor, timing driving volume, this segment attracts the hottest
experiential, affordable and hip describe the new value. The new is everything. talent, significant investor support and the most
3
value consumer rejects excess in favor of responsible spending. innovative designs. Whether in hospitality, home
Modern Indias enormous geographic, demographic and economic The smartness of playing dcor, travel, fashion, personal care, technology,
shifts drove this revised perception of value. Its apparent everywhere: music or the environment, accessible design
one offer against another solutions lead the way.
In the long queues during holiday time, at the budget airline
counters, where evidently the upper crust, who travel premium A generation that just a few decades ago first The new meaning of value is a fascinating shift.
class on business, find it perfectly acceptable to travel budget tasted the sweet life of credit has evolved to a
JWT is South Asias leading and most Because it operates at several levels, it has set
class on vacation. more savvy thrill. Its learned that playing one
admired marketing communications in motion a virtuous cycle. This follows from a
agency that offers a truly integrated With the woman who has the savvy to wait and buy the latest option against another provides the satisfaction sense of entitlement, brought on via exposure and
network across India, Sri Lanka and IT item after its on sale, or the teen owner of the trendy phone of winning a superior deal. Comparison-shopping experience. Once consumers have tasted a Happy
Nepal. JWT India provides powerful who figured a way to buy it cheaper from the US or Singapore or reigns! Excel sheets, charts and even apps that Meal they feel entitled to similar happy experiences
360-degree total communication online from Flipkart. help make comparisons are everywhere from in other purchases. Experience raises expectations
solutions to its clients from across its insurance packages and hotel rates to telecom and entitlement and it sharpens the skills needed to
From street vendors selling look-alike designer label merchandise options and employment offers. The catch phrase
six offices in India. fulfill new aspirations.
almost as soon as designers produce the originals, and from of this buyers market is, Kitna doge? How much will
www.jwt.com fashion forward street customers looking for bargains.
66 67
Part 3
The India Top
Part 3 // The India Top 50 - The Ranking TOP 50 Most Valuable Indian Brands 2014
1,395 4 764 2
13 26
*The Brand Value of Indian Oil, HP and Bharat Petroleum includes only their retail business
70 71
Part 3 // The India Top 50 - Category Summaries
Category Summaries
Alcohol Automobiles
Brands market to women Rebounding car market
and new young drinkers is one of worlds largest
India is a key focus for global spirits producers Driven by the size of the market, low penetration,
seeking sales growth opportunities as their core poor public transportation and the car ownership
markets mature. desires of the upwardly mobile and recently
affluent, Indias car industry grew rapidly during the
International players are attracted to the substantial
past decade and today is one of the worlds largest
size of the Indian market, with about 485 million
and most dynamic.
Indians currently of drinking age. In addition, per
capita alcohol consumption is relatively low, but The markets transformation usually is dated to
increasing by 10 to 15 percent annually, according 1982, and the introduction of the Maruti Suzuki 800,
to some predictions, with the number of drinkers the first car designed for middle class aspirations
expected to increase by 150 million over the next and budgets. Today, the market leaders include
five years. a mix of Indian, international and joint venture
brands, such as Maruti Suzuki, Hyundai, Mahindra &
Factors driving this growth include the increased
Mahindra, Tata Motors and Toyota.
purchasing power of the middle class, the growing
acceptance of alcohol consumption, and the greater Many brands offer a full range of passenger
financial and social independence of Indian women. cars, SUVs, vans, and commercial vehicles, and
sometimes motorcycles, although two- and three-
The regulatory environment moderates this growth,
wheel vehicle makers also include brand leaders
however, prohibiting liquor advertising. Restrictions
such as Bajaj Auto, Hero MotoCorp, and TVS Motor
have forced marketers to respond with clever
Company.
digital campaigns, stealth ads for soft drink mixers
branded the same as the liquor, and innovative The Indian automobile category, which fluctuates
packaging aimed at new young drinkers. And with the health of the national economy, is about
brands have introduced low-alcohol products to to experience a growth surge after two stagnant
reach women drinkers. years, according to most predictions.
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Part 3 // The India Top 50 - Category Summaries TOP 50 Most Valuable Indian Brands 2014
Category Summaries
and more branches Rapid growth rate India is the worlds second
Category Summaries
Motor Fuel and
Mobile Phones Lubricants
Many brands compete
for smartphone growth
India imports crude oil
and exports refined products
Paints
India ranks second after China Middle class aspirations
India ranks fourth among nations
in number of mobile phones. fuel steady expansion
in total annual oil consumption. It
Of Indias roughly 907 million
remains dependent on imported The decorative paints industry
wireless subscribers, perhaps
crude oil to meet its energy continues to grow by double
only 10 percent own smart
needs, but has surplus refining digits, fueled by middle
phones. However, driven by the
capacity, making India an class aspirations, real estate
interest in data consumption,
exporter of petroleum products. expansion, and higher price
and aggressive marketing
by many phone brands, Two SOEs (State Owned points as paint companies
smartphones are the fastest- Enterprises) lead the industry: introduce more premium
growing segment of the mobile Oil and Natural Gas Corporation products.
phone market. (ONGC) primarily focuses on To further stimulate demand,
oil exploration and production; paint companies have
The Indian smart phone and Indian Oil Corporation
market includes many strong introduced initiatives to both
(IOC) operates most of the inspire customers with new
international brands, such as Indian refineries that produce
Samsung, Apple, Nokia and dcor possibilities and instill
petroleum products. confidence that they can
LG, competing with a range of
The Indian government opened complete more complicated
models, including their least
these companies to partial public home improvement projects.
expensive. Among the Indian
ownership when it liberalized
mobile phone brands are: Asian Paints recently opened
the economy in 1991. The Indian
Micromax, Karbonn, Xolo, and retail outlets called the Colour
government still holds a majority
Lava. Ideas Store, showrooms
stake in the companies. Price
Having entered the market controls on the public sector where designers offer free
as low-price imitators of companies impacts their results. consultation. Berger Paints
multinational brands, the India introduced Lewis Berger
Since 1991, independent oil and Design Stories, a collection
brands have achieved credibility, gas companies also operate in
advertising features and of home decoration ideas
India. Following further relaxation presented as full solutions with
emotional appeal as well as of regulations, the Indian
price, and implying their parity professional advice.
government allowed 100 percent
with global brands by engaging Foreign Direct Investment in Other key industry players
well-known brand ambassadors, many industry segments. Stricter include Kansai Nerolac, a
like the actor Hugh Jackman, standards apply to private subsidiary of a Japanese
who has represented Micromax. partnerships with SOEs. company, present in India since
This more international image Over 1,200 Indian and 1920; Shalimar Paints, formed
helps some of these brands international companies market in 1902; and Dulux, a subsidiary
build their export businesses, petroleum and gas products. of Akzo Nobel, the global paint
which are focused particularly Most are small or medium size and coatings company based in
on Southeast Asia, Russia and Indian firms. Three public sector the Netherlands.
Africa. Many Chinese handset firms dominate manufacturing:
brands have entered India and Bharat Petroleum, Indian Oil
sell affordable smartphones. Corporation and Hindustan
These brands include: Gionee, Petroleum.
Lenovo, OPPO, Huawei, ZTE Foreign firms such as Shell,
and Konka. ExxonMobil, Elf, Castrol and
In overall mobile sales, including Veedol also enjoy a presence
feature phones, Samsung again in the Indian lubricants market.
enjoys a strong presence, along Most of these companies exist
with Nokia, which is expected on their own, through wholly
to benefit from investment by owned subsidiaries, which are
corporate parent Microsoft. companies incorporated in India.
Castrol leads the automotive
lubricants sector, followed by
Servo, the Indian Oil brand.
The motor fuel and lubricants category includes brands that make and market lubricants, and the retail businesses of oil and gas companies.
The mobile phones category is growing rapidly, but no brands appear yet in the BrandZ India Top 50.
76 The paints category includes makers and retailers of decorative paint. 77
TOP 50 Most Valuable Indian Brands 2014
Category Summaries
Telecoms
Relatively low penetration
points to growth opportunity
78 79
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Part 3 // The India Top 50 - Brand Profiles TOP 50 Most Valuable Indian Brands 2014
Airtel
Company Bharti Airtel Limited
Brand Value US$ 8.2 Billion
Headquarter City New Delhi
Industry Telecoms
Year Formed 1995
82 83
Part 3 // The India Top 50 - Brand Profiles TOP 50 Most Valuable Indian Brands 2014
Government bank
offers range of services
Indias largest commercial bank, State Bank of
India is a government-owned institution that
operates almost 16,000 domestic branches,
more than 43,000 ATMs, and 190 international
branches across 36 countries.
The banks businesses include consumer and
corporate banking, investment banking, insurance,
wealth management and credit cards. Formed
in its current incarnation around 70 years ago
to fund rural economic development, the banks
heritage dates to the early nineteenth century.
Among its forward-looking initiatives, the bank
introduced OnlineSBI, an Internet banking portal
to make banking convenient for its customers,
enabling them to carry out banking activities,
such as money transfer and bill payment, online.
The bank was established in 1806 as Bank of
Calcutta, which was later merged along with two
other banks to form Imperial Bank of India. The
Indian government renamed the Imperial Bank of
of India
84 85
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ICICI Bank
86 87
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Bajaj Auto
and Uttaranchal. The Bajaj Group, an Indian
conglomerate, owns the brand. The Groups holdings
span diverse businesses including sugar, power, and
infrastructure development. Bajaj Auto Limited is
listed on the Indian and Bombay Stock Exchanges.
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Asian Paints
The brand tagline, Every house has a story to tell,
encourages consumers to decorate.
Asian Paints engages in a variety of social responsibility
initiatives, including helping to improve the infrastructure
of primary schools and promoting disease prevention
with better health and hygiene practices. Headquartered
in Mumbai, Asian Paints is listed on the National and
Bombay Stock Exchanges.
90 91
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Hero
Headquarter City New Delhi
Industry Automobiles
Year Formed 1984
92 93
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IDEA
Company Idea Cellular
Brand Value US$ 1.9 Billion
Headquarter City Mumbai
Industry Telecoms
Year Formed 2002
Brand promotes
national presence
Idea Cellular is Indias third largest mobile operator by
revenue. The brand provides over 135 million subscribers
with 2G and 3G service. Its present across most of India
and is expanding into several new territories including
West Bengal, Kolkata and the Northeast.
Determined to continue its steady growth in a
competitive but consolidating industry, Idea raised over
$500 million from the financial markets during 2014, to
invest in adding spectrum and building infrastructure.
To support its national presence and raise visibility, Idea
introduced an ad campaign called, Idea rings all India.
An earlier ad campaign had promoted progressive
social messages with taglines like, Education for all.
Idea Cellular was incorporated as Birla Communications
Limited in 1995. After several corporate hook-ups
involving Tata Cellular and AT&T Wireless, the company
was renamed Idea Cellular Limited in 2002. It is owned
by the Aditya Birla Group, an Indian multinational
conglomerate with businesses in various sectors such as
telecom, chemicals, retail, and apparel. Idea is listed on
Indias National and Bombay Stock Exchanges.
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Telecommunications leader
pursues national strategies
Reliance Communications is one of Indias largest
telecommunication brands. It serves 150 million customers
and offers a full range of mobile and Internet services,
including a portal called R World.
As the Indian telecommunications industry consolidates
to five national players, and the regulatory environment
becomes clearer, Reliance intends to rely on several
strategies to solidify its leadership.
These strategies include: accelerating acquisition of new
customers by allowing them to keep their current phone
numbers; gaining more revenue from existing customers
with upgrades to smart phones; and benefiting from the
increase in data consumption.
Underscoring its determination to be a leading national
player, Reliance introduced the One India, One Rate plan,
which offers customers the same flat rate for calls and
texts made from anywhere in the country. The brand also
expects to expand its web-based, international calling
product called Reliance Global Call, which has 2.5 million
Reliance
users globally.
To develop its enterprise business, the brand positions itself
Communications
as a one-stop source for Internet and web services and
solutions. Owned by the Reliance-ADA Group, an Indian
conglomerate, Reliance Communications is listed on both
the National and Bombay Stock Exchanges.
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VISUAL MERCHANDISING
NO BORDERS
Merchandising helps brands
Marketers must be more make a lasting impression
nimble than consumers First impressions are critical. Recent research shows that
Today we listen to books and watch music. Adjust your brand for this new consumer. 80 percent of the decision to purchase is emotional, while
Thank you, Kindle and YouTube. Audiobook Think no borders. Question old assumptions. only 20 percent is rational and considered. This distinction
sites like BooksTALK and Reado are Indians today enjoy cornflakes for breakfast illustrates the impact that an attractive and well executed
increasingly popular. Viral videos connect rather than the traditional parathas bread. merchandising program can have on sales.
the world. Today we sit in a comfortable A small detail, perhaps, but if thats how Visual merchandising is not an isolated and one-off
chair to shop. Thank you again, Amazon, and Indians start the morning, imagine how their phenomenon but rather forms a significant component of
thank you, Snapdeal, Flipkart, Myntra, and all lives have changed for the rest of the day. retailing. Besides the window displays, which are designed
the other ecommerce sites. to attract walk-ins, there are also in-store activities that
The traditional patterns of consumption, Rajan Zachariah enhance the shoppers experience and convenience while
across categories, seem turned upside down. Country Head shopping.
And todays Indian consumers seem fine with Smollan India Effective visual merchandising increases awareness
this disruption. Theyre open, flexible and Prasun Basu of a companys most important assets, its brands.
Managing Director ranjan.zachariah@smollan.co.in
adaptable, not bound by old school thinking Merchandising will enhance a brands exposure and
and actions. To reach these consumers Millward Brown South Asia increase sales. It is also extremely important for protecting
marketers need to be equally nimble. prasun.basu@millwardbrown.com and growing market share.
In an increasingly intensifying marketplace, growing
market share requires brands to consistently differentiate
from their competitors. But success and growth make it
harder to ensure brand consistency at every point of the
consumer journey. Visual merchandising inserts the brand
and reinforces consistency at key points on this journey.
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Indian Oil
Company Indian Oil Corporation Limited
Brand Value US$ 1.5 Billion
Headquarter City New Delhi
Industry Motor Fuel and Lubricants
Year Brand Formed 1959
104 105
Part 3 // The India Top 50 - Brand Profiles TOP 50 Most Valuable Indian Brands 2014
Company McDowells
Parent Company United Spirits Limited
Brand Value US$ 1.4 Billion
Headquarter City Bengaluru
Industry Alcohol
Year Brand Formed 1963
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Part 3 // The India Top 50 - Brand Profiles TOP 50 Most Valuable Indian Brands 2014
Kingfisher
helps Kingfisher implement global best practices and it provides
Heineken with access to the Indian market
United Breweries invests in the communities it serves, focusing
on educational advancement and water conservation. An Indian
conglomerate with businesses in various industries, such as aviation,
engineering, fertilizers, pharmaceuticals, and airlines, United
Breweries entered the brewing business about 100 years ago with
the purchase of five breweries in southern India. It introduced
Kingfisher in 1978.
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Castrol
Company Castrol India Limited
Brand Value US$ 1.3 Billion
Headquarter City Mumbai
Industry Motor Fuel and Lubricants
Year Brand Formed in India 1919
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Part 3 // The India Top 50 - Brand Profiles TOP 50 Most Valuable Indian Brands 2014
Carmaker is known
for its SUV models
One of Indias major automobile manufacturing brands,
Mahindra & Mahindra is known for sports utility vehicles,
including its Bolero and Scorpio models. The company
also produces trucks and buses, pick-ups, passenger
cars, and tractors.
Mahindra distributes in India through over 2,700
showrooms of varying sizes, with rural areas contributing
about 25 percent of sales. Brand recognition is high
throughout South Asia. Nepal, Bangladesh, Peru, and
Tunisia lead the list of export markets.
The company acquired a major stake in South Koreas
SsangYong Motor Company, in 2011, to strengthen its
pick-up truck and two-wheeler sales, while extending
its global reach. An earlier acquisition of Indias Kinetic
Motors expanded Mahindras two-wheeler business.
Mahindra connects the brand with the idea of adventure
using the tagline, Live Young, Live Free. To help
expand the customer base for its cars and strengthen
customer relationships, Mahindra operates an off-road
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Maggi
Company Nestl India
Brand Value US$ 1.1 Billion
Headquarter City Gurgaon
Industry Food and Dairy
Year Brand Formed in India 1982
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IndusInd Bank
The Induslnd brand name was selected to fuse the
past and future, evoking the ancient civilization of
the Indus Valley while also suggesting innovation.
IndusInd Bank is owned by the Hinduja Group, a
global conglomerate with businesses in automotive,
oil and gas, and financial services industries.
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Company Horlicks
Parent Company GlaxoSmithKline
Brand Value US$ 1.0 Billion
Headquarter City Mumbai
Industry Food and Dairy
Year Brand Formed in India 1930
Horlicks
Group, now the UK-based GlaxoSmithKline, acquired
the company in 1969. The brand has been present in
India since the 1930s. The first Indian factory opened
in 1960, in Punjab.
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Our Insights
WOMEN AT WORK
PERSONALIZATION
ECOMMERCE
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Our Insights
Priti Murthy
National Director Insights
Maxus India
RURAL MARKETING
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Dabur
Company Dabur India Limited
Brand Value US$ 907 Million
Headquarter City Ghaziabad
Industry Personal Care
Year Brand Formed 1884
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Surf Excel
Company Hindustan Unilever Limited
Brand Value US$ 778 Million
Headquarter City Mumbai
Industry Home Care
Year Brand Formed in India 1959
Emotional spin
says dirt is good
Hindustan Unilever introduced Surf detergent powder to India around
55 years ago, when most Indian homemakers washed clothes with
soap bars. Since then, the mass-market detergent has constantly
innovated new products to meet changing consumer needs.
While the brand initially stressed rational, value-for-money benefits,
Surf Excel today depends on the more emotional appeal of Dirt is
Good, a natural result of an engaged life. Commercials show children
at play, enjoying fun and freedom, and getting dirty in the process.
The brand offers a range of products for cleaning dirt, along with
extensive commentary and insights about child development and
why getting dirty can indicate curiosity and a need to explore, critical
ingredients for growth and self-confidence.
A recent brand initiative called the Kids Today Project, offers a
multi-media compilation of parenting tips, activities for kids, how-to
instructions for doing laundry, advice for operating washing machines,
and advocacy for conserving water and protecting the environment.
Unilever introduced the brand in 1948. Known then as Surf, the brand
was one of the earliest in the conglomerates portfolio. Subsidiary
Hindustan Unilever launched Surf Excel in India in 1959.
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Sunfeast
Company ITC Limited
Brand Value US$ 754 Million
Headquarter City Kolkata
Industry Food and Dairy
Year Brand Formed 2003
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Brooke Bond
142 143
Part 3 // The India Top 50 - Brand Profiles TOP 50 Most Valuable Indian Brands 2014
Bank of India
Company Bank of India
Brand Value US$ 570 Million
Headquarter City Mumbai
Industry Banks
Year Brand Formed 1906
Relationship banking
distinguishes the brand
Bank of India is a financial SOE, (State Owned Enterprise)
publicly traded but two-thirds owned by the Indian
government. Its core offerings include commercial banking,
retail banking, private banking, and asset management.
The bank operates over 4,600 branches, with almost 2,000
in rural areas, and over 4,200 ATMs. It focuses on developing
its relationships with corporate and small and medium
business customers, as well as with wealthy retail clients.
Bank of India attempts to differentiate from the competition
by emphasizing customer service, a theme communicated
in ads and expressed in the tagline, Relationship beyond
banking. It recently introduced a facility that enables
customers to send money using their mobile phones.
The bank supports medical and education programs
for Indias under-served populations and it funds rural
infrastructure improvement. Established in Mumbai in 1906,
the bank remained private until 1969, when the government
nationalized any banks it didnt already control.
With its headquarters still in Mumbai, the bank today is
present in 20 countries including major financial centers,
such as New York, Tokyo, Singapore, Hong Kong, London,
and Paris. Bank of India is listed on the Bombay and National
Stock Exchanges.
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Our Insights
WOMEN AND FINANCIAL INDEPENDENCE
Sumant Bhattacharya
Brand communication with modern Indian women will
encounter a major opportunity if
also listed financial independence
and career advancement as a top
Assistant Vice President & options grow in more they look beyond old assumptions goal (65 percent).
Planning Director and stereotypes. Women today
Grey egalitarian culture seek financial independence. Work
Older women, in their 30s and
40s, also revealed similar desires
sumant.bhattacharya@grey.com and career is a high priority. In a for financial independence. Their
In India, notions of power, authority and popularity
recent JWT study, a whopping 85 priorities included wanting to
have always converged on a select few. The cultural
percent of middle class women in advance a career (40 percent),
landscape also was ruled by a small coterie of mass-
their 20s, 30s and 40s said that start a business (36 percent), travel
market icons. At last count, M. S. Dhoni, the captain
career defines a successful woman. the world (45 percent), as well as
of the Indian cricket team, had 20 endorsements.
(We surveyed women in Indian SEC buy a home (37 percent) and a car
But Indian youth, exposed to more influences and
Groups A and B.) (36 percent).
given to manic sharing, are making India far more
egalitarian. When we asked younger women, This deep desire for financial Shaziya Khan
ages 20 to 24, Thinking about independence offers a fresh Executive Planning Director
A video called Bollywood Aam Aadmi Party, a
your generation compared to your platform for brands to forge and Vice President
political satire by The Viral Fever, enjoyed more than
mothers, which of the following connections with an audience it JWT
3.5 million views on YouTube. Little known stand-up
do you think have been most viewed mainly through an emotive
acts are popular at tony joints in Gurgaon, Mumbai, shaziya.khan@jwt.com
influential for women? they lens. Brands can play newer roles in
and Bengaluru. The indie music scene is thriving with
cited opportunities for work and womens lives as enabler, catalyst,
talented artists like Sehaj Bakshi and Tajdar Junaid.
career (53 percent) and financial educator, sponsor, benefactor,
So when it comes to choosing a cultural territory independence/spending power and advocate for their financial
or an ambassador, the fate of brands isnt tied to a (43 percent) as the most influential independence.
select few. Brands can now attach themselves to a
cultural force in the beta-phase and be the part of a
cultural movement right from scratch.
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Part 3 // The India Top 50 - Brand Profiles TOP 50 Most Valuable Indian Brands 2014
Tata Motors
Company Tata Motors Limited
Brand Value US$ 569 Million
Headquarter City Mumbai
Industry Automobiles
Year Brand Formed 1945
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Prominent whiskey
exports to 10 nations
One of Indias most prominent whiskeys, Bagpiper
exports to 10 nations. Its positioned as an
aspirational brand, offering the taste appeal of
Scotch at an affordable price, in two varieties,
Bagpiper and Bagpiper Gold.
The brand communicates its positioning, and the
idea of social drinking, through its well-known
tagline, Three will be company: You, me, and
Bagpiper. A pioneer in celebrity endorsements,
Bagpiper was the first whiskey brand to sign Hindi
movie stars as brand ambassadors.
And Bagpiper was one of the first brands to
introduce the Guala international capping system
to assure tamper-proof bottles. In a cost-saving
innovation, Bagpiper also was among the first
brands to sell an alcoholic beverage in the cardboard
TetraPaks normally associated with milk products.
Bagpiper
Bagpiper is the flagship brand of United Spirits
Limited, formed in 2006 from the merger of several
companies, including Herbertsons Limited, which
introduced the Bagpiper brand in 1976.
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HPCL
Headquarter City Mumbai
Industry Motor Fuel and Lubricants
Year Brand Formed 1974
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Lifebuoy
Kumbh Mela festival, a Hindu pilgrimage in India that
attracts devotees from around the world.
Lifebuoy is marketed by Hindustan Unilever Limited,
Indias largest FMCG company. It was established in
1894, in England, to fight bacteria and prevent disease,
and appeared in India the following year.
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Lux
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Berger Paints
Company Berger Paints India Limited
Brand Value US$ 451 million
Headquarter City Kolkata
Industry Paints
Year Brand Formed 1983
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IDBI Bank
Company IDBI Bank
Brand Value US$ 416 Million
Headquarter City Mumbai
Industry Banks
Year Brand Formed 2004
Expertise, attitude
differentiate bank
IDBI Bank is a pubic sector commercial bank with a differentiating
focus on infrastructure financing, dating back to its origins as a
Development Financial Institution (DFI) 50 years ago, established
by the Indian government to help underwrite the countrys growth.
The bank divides its businesses into corporate and retail. Key areas
of focus include agriculture and infrastructure. IDBI believes that
its younger and more female workforce provides a competitive
advantage as it attempts to project a warm and friendly attitude.
The bank serves more than 3,000 corporate customers and over
6.5 million retail customers with over 1,390 branches and 2,400
ATMs located across India. IDBI Bank also operates in Dubai and
plans further international expansion.
The banks social action priorities include extending banking to
underserved parts of the population and improving the financial
literacy of both school children and adults. Other programs foster
entrepreneurship.
IDBI was formed in 1964 by the Indian Parliament as a subsidiary
of the Reserve Bank of India, the nations central bank. It
transitioned from a DFI to a full-service commercial bank in 2004.
The governments stake exceeds 70 percent.
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Our Insights
The 50s and 60s saw women portrayed as good and evil, JWT
the heroine and vamp. Heroines were pure, silent pillars of rinku.ray@jwt.com
strength, self-sacrificing lambs. They were the respectful
daughters, dutiful wives and loving mothers. In contrast,
vamps were sexually expressive, wore revealing clothes,
Rasika Fernandes smoked and drank. True love and happiness eluded them. YOUTH MARKETING
Vice President Planning Then came economic liberalization and the lines blurred
Ogilvy & Mather between the two stereotypes. Todays Bollywood heroine To reach Indian youth
rasika.fernandes@ogilvy.com uses her sexuality to get ahead, plot revenge, go alone on
her honeymoon and steal her dads money. know their coping strategies
But unlike Bollywood, most brands continue portraying Indian youth are coping with the dramatic
women as defined by their relationships. Its time to shift from boom times to gloom times that
acknowledge and celebrate womens independence happened over the past few years. Theyre
and depth of character (artful negotiator, ambitious reacting to a troubled economy and job
professional, tiger mom, hedonist) and even help them market, social decay, political corruption and
negotiate their new roles successfully. the paralysis of development policies. A study
from the National Institute of Mental Health and
Neurosciences characterized eight out of 10
Indian youth between ages 15 and 16 as angry.
Youth have adopted these coping strategies:
1. OFFENSE STRATEGY
DIVERSITY Unrestrained expressions of anger as seen
in protests and agitations, on the streets
Make sense of the many Indias and on the digital media, across the country
and especially in the overwhelming defeat
to succeed in complex market of the United Progressive Alliance party.
2. DEFENSE STRATEGY
The Indian market is composed of a number of distinct
Unique and engaging experiences including
socio-economic clusters, each different from the other.
interest in new technologies, live music,
These clusters are characterized by homogeneity in tastes
novel drinking and dining out experiences,
and culture across different demographic strata probably
exploring exotic cooking, and high-
caused by the deeply embedded codes of Indias ancient
adrenaline travel adventure.
civilization.
Street food is a great example. The same street food, balls of 3. RESILIENCE STRATEGY
deep-fried bread with various fillings, can be called golgappa, Unleashing potential in innovation and
panipuri or phuchka, depending on the region, yet theyre creativity, launching start-ups, posting
equally popular across income classes. This complexity online content, and performing in bands
applies to festivals and movies too. Soumitra Sengupta and as stand-up comedians.
Marketers have had great ideas to leverage this diversity Group Account Director
For brand marketers who want to reach
whether it is Frito Lays regional innovation centers to develop Millward Brown
todays Indian youth, the following themes
local snack foods or Asian Paints attempt to win over the soumitra.sengupta@millwardbrown.com are likely to resonate with them: advocating
Bengali consumer through deep and meaningful association for positive social change, indulging in unique
with the annual Hindu Durga Puja Festival. More such ideas and engaging experiences, and expressing
are needed to win in the complex Indian marketplace. creativity in pursuit of success.
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Our Insights
Mehul Shah
Head Strategic Planning
Mayank Agarwal
Contract Mumbai
Marketing and Business Development Director
mehul.shah@contractindia.co.in Millward Brown
mayank.agarwal@millwardbrown.com
Urban migrant workers influence choice in rural India In diverse India, ads that win
Marketers have often resorted to influencer home. As rural insiders who have personally in Delhi may fail in Mumbai
marketing in rural markets by reaching out experienced urban India, their opinions and
to the clichd, easy to identify Sarpanch, the brand choices carry significant weight. There are many Indias. MNCs the heart work in Delhi, but an appeal to
elected community leader. However, in the This phenomenon also highlights a shift (Multinational Corporations) entering the head is necessary for an ad to work
last decade influence of the Sarpanch has in social perspective. While the Sarpanch India often learn this fact the hard well in the South. Glamour and style works
been diluted by several factors, including represents a keeper of keys who helps keep way. The country splits into six roughly well in Delhi, but a more subtle expression
NGO outreach, womens education, regional out external influences, the young migrant homogenous geographic clusters that of sensuality, perhaps a dewdrop on
language media, improved marketing is seen as a curator of urban experiences, inform how consumers respond to parched skin, works in West Bengal.
infrastructure, and pester power the helping rural India take a peek into the urban advertising. Understanding this phenomenon is critical
influence of children on their parents life, made aspirational by media exposure. While the appeal of children in slice-of- for brand success in India. Having analyzed
purchasing. life situations is universal across clusters, the implications for TV commercials,
As marketers, targeting this small, localized
The migrant worker is the new influencer. and receptive community of migrant workers celebrity appeal differs. TV personalities Millward Brown continues to examine and
Driven to cities in search of a livelihood, the is a powerful means of delivering brand work in Mumbai but not in parts of Uttar codify the challenges and opportunities
rural migrant young person represents a advocacy and generating demand in the rural Pradesh in the North. Similarly, appeals to for print and other media.
hero archetype, a breadwinner braving the markets, without even stepping on rural soil.
unfamiliar to provide for the family back
YOUTH MARKETING
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HDFC Life
Headquarter City Mumbai
Industry Insurance
Year Brand Formed 2000
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Kwality Walls Founded in 1956, Kwality was the first Indian company to make and
sell ice cream on a commercial scale. When the brand became part of
Hindustan Unilever in 1993, the corporate parent added the name of
Unilevers UK ice cream, Walls, making the Indian brand Kwality Walls.
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Lakm
Event sponsorship
communicates beauty
Lakm is one of Indias leading cosmetic and skincare brands.
It offers a complete range of beauty products and operates a
network of 225 salons in over 50 cities offering services that
include hair styling, make-up and spa treatments. Kareena
Kapoor, a renowned Bollywood actress, is the current brand
ambassador for Lakm.
The brand also is one of the title sponsors of Lakm Fashion
Week, a premier Indian fashion event that takes place twice a
year. The event is produced in partnership with IMG Reliance,
a joint venture between Reliance Industries Limited, one of
Indias largest private sector companies, and IMG Worldwide,
the global sports marketing and entertainment agency.
Lakm is owned by Hindustan Unilever Limited, Indias largest
FMCG company. Established by a subsidiary of the Tata
Group in 1952, Lakm became the first major cosmetics brand
produced in the recently independent India. Tata sold the
business in 1996.
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Insights accelerate
penetration in India
Since entering the Indian market in 1984, global
personal care brand Gillette has gained market share
with a range of shaving and oral care products, and
with Duracell batteries and flashlights. But it got off
to a slow start.
Ironically, the brands enormous success in
developed markets slowed progress in India because
of the different shaving priorities of Indian men.
Particularly in rural areas, they have less access to
water, may use a hand-held mirror, and are more
concerned with safety.
After gaining these insights, Gillette developed an
affordable, lightweight, simplified razor specifically
for Indians and other men with similar needs and
concerns. Called Gillette Guard, the razor has gained
a large following.
Clever marketing helped. Gillette created the tongue-
in-cheek group called Women Against Lazy Shaving.
A social media campaign encouraged women to
lobby their boyfriends and husbands to give up their
stubble and adopt a clean-shaven look.
Gillette introduced the first safety razor in 1901.
Procter & Gamble bought the brand in 2005, about
a decade after Gillette entered India. The Gillette
experience in India reflects Procter & Gambles
Gillette
determination to drives sales in fast growing markets.
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Mosquito repellent
focuses on benefits
Good Knight is a leading household insecticide brand. It reaches
consumers throughout India and across all demographics with a full
range of products to repel and kill insects, including vapors, coils, lotions,
aerosols, and electrified mats.
The brand differentiates not only with product functionality, but also with
attitude. Rather than promoting the deadly effectiveness of its products,
Good Knight uses more gentle language to emphasize their benefits.
Taglines like, Protecting happy moments, and advertising that features
family situations illustrate these benefits. And Good Knight continuously
innovates to penetrate deeper into the Indian market and reach Indian
households that do not use insecticides, particularly in rural areas.
To achieve that goal, Good Knight recently introduced Fast Card, a small
paper tent that burns slowly and emits a mosquito repelling smoke. Its
priced at one rupee per card. Besides India, the brand is available in Sri
Lanka, Bangladesh, Nepal and other South Asian nations. Good Knight
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Segmentation is unavoidable,
successful brands anticipate it
The changed Indian reality has altered 2. A flat innovation curve indicates
NEW EXPECTATIONS
the segmentation question: it is no the need for segmentation. Low
longer about whether segmentation is innovation categories are ripe for
Consumers seek satisfaction necessary; rather its about deciding share gain or market expansion
beyond material goods when it makes most sense. Many
case studies support this conclusion.
through segmentation.
3. Changes in consumer lifestyle
As wealth and material goods become more evenly In skin care, for example both Fair & open new possibilities. Evolving
distributed throughout the Indian economy, new Handsome and Fair & Lovely pursue consumer lifestyles are opportune
expectations and a sense of entitlement are replacing the male grooming market, which for vertical segmentation (premium
the early sense of appreciation and gratitude. Now Been barely existed only a decade ago. But realization) and horizontal
there, done that is too often the default reaction to how does a brand recognize when segmentation (filling niches as they
Surekha Poddar experiences that once elicited awe and excitement. segmentation is indicated? Here are develop).
Managing Director This phenomenon isnt specifically Indian. Its human. four guidelines:
4. Growth of substitute categories
Millward Brown Mumbai The particularly Indian expression reflects the rapid 1. Culture shifts signal segmentation can drive the need for
surekha.poddar@millwardbrown.com transformation of the nations economy from agrarian opportunities long before the segmentation. The appearance
to industrial and then to service-based and increasingly numbers do. Trend-based decisions of substitute categories signals
experiential. help brands to start early and hit the a significant development in
With the explosion of choice, combined with high market just when a segment gathers consumer behavior that may
disposable income, products and services that not long a profitable critical mass. indicate the need to segment and
ago seemed well beyond reach are today considered create a sharper product offering.
commonplace. Less impressed with material goods,
consumers are looking for self-improvement and even
self-transformation. Snehasis Bose
This trend accounts for the growing popularity of image Head Strategic Planning
makeover workshops, cosmetic surgery groups, spiritual Contract Delhi
gurus, coaching professionals, spas and stem cell banking snehasis.bose@contractindia.co.in
to treat future health issues. Marketers need to understand
and anticipate the needs of this changed consumer who
seeks more than the momentary experience.
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Part 4
Brand Building
Best Practices
in India
Part 4 // The India Top 50 - Brand Building Best Practices TOP 50 Most Valuable Indian Brands 2014
driver of engagement and retention Landor Associates is one of the worlds leading strategic brand consulting and design firms. Founded by Walter Landor in 1941,
Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry.
www.landor.com
are more informed and connected, for designing a great brand a filter. Example: From its website employees and your to develop innovative experiences
that leave customers with desired
interacting with each other in experience: to in-store experience, Caf Coffee
Day uses dialogue to deliver a
business partners memories and emotions. Only then
Customer experience is only as can brands create lifetime loyalty.
consistent experience derived from
the brands fundamental values of good as the people who deliver it.
fun place to hangout, talk and get Your employees and your business
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202 This article first appeared in the publication Campaign India. 203
Part 4 // The India Top 50 - Brand Building Best Practices TOP 50 Most Valuable Indian Brands 2014
can save brands time and money and autonomy of the self (individualism). The self
is the center of thought, action and motivation;
aarambh, new beginnings of all kinds, such as
journeys, new jobs, new purchases and forming
and happiness is found in personal striving and new relationships.
fulfillment of desires. In this context, eating
The consistency of the Kuch meetha ho jaaye!
chocolate is a personal pleasure that satisfies a
proposition over the last decade has helped
private craving. A lot of chocolate advertising
by Ganapathy Balagopalan Cadbury Dairy Milk assume the role of meetha
Senior VP Planning, Ogilvy & Mather inevitably reflects this individualistic cultural
and it has delivered a massive fillip to the brands
ganapathy.balagopalan@ogilvy.com perspective of happiness.
growth trajectory and the Cadbury bottom line.
In East Asian cultures, the self-in-relationship-
The difference between the East and Our experience with Cadbury Dairy with-others (collectivism) is the locus of thought, Lessons for brands
West is a much-discussed topic, and Milk shows that there is a middle way action and motivation. In contrast to the West, Despite globalization, local customs and tastes are
most of us agree such differences between these two extremes thats less eastern cultures define happiness in terms of as distinct as ever. Ignoring these distinctions is like
exist and they impact marketing. Yet costly in time and money, but requires interpersonal connectedness and realization of trying to fit a square peg into a round hole. We also
all the literature and understanding on deep cultural insight. social harmony. learned that tokenism doesnt work.
the subject often goes unrecognized
and unused in practice. Instead, Solving a From alien treat Delving deep into Indian culture informed our
most efforts at cultural relevance are cultural mystery to Indian sweet strategy. It helped us become relevant and, by
transposing culture codes, we persuaded a new
superficial at best and usually relegated
only to packaging iconography and/or Cadbury Dairy Milk started out in Consequently, Indians connect the consumption target audience to view an unaccustomed product
a flavor variant. India by selling to kids. The brand of sweets with occasions celebrated collectively, experience in a new light. With this new cultural fit,
believed, correctly, that kids would and often ritually accompanied by meetha, the product became familiar and loved, generating
When large global brands look at be more open to new tastes than traditional sweets that are never in short supply at a desire for purchase.
new geographies to conquer, many their tradition-bound parents. festivals and major life cycle events, such as school
habitually try to change and even Our experience also shows that aligning a brand
This approach had unanticipated graduation, marriage, or the birth of a child.
transform local tastes and behaviors with the local culture does not always need a new
consequences, however. Cadbury
usually unsuccessfully. Despite two One could argue that its not as if people in the product, but often merely astute positioning in a
Ogilvy & Mather is a leading became perceived as an occasional
decades of investment, Kelloggs still West do not celebrate such happy occasions culturally relevant way. Happy cultural branding!
communication network foreign treat for kids. And as people
struggles to capture a major share of together, but surely there is no ritual mandating
in India. The company grew up, they grew out of chocolate.
the Indian breakfast market. sweet consumption. Only in India does sweet
comprises strong offerings In fact, adults rejected chocolate. If meetha perform the role of a happiness ritual.
in the following disciplines: Others undertake expensive product cross-cultural acceptance seemed to
advertising, social media, re-engineering to be culturally This insight about how meetha is culturally distinct
happen naturally for tea, cricket, even
direct marketing, data acceptable in new markets, but from chocolate formed the heart of our new
the English language, we wondered,
analytics, retail marketing, that approach is time and capital strategy. We re-purposed Cadbury chocolate
why did the average Indian respond so
rural marketing, activation, consuming, and risky. McDonalds as meetha in order to get a share of meetha
coldly to this innocuous sweet?
public relations and and KFC eventually attracted Indian occasions. We made this strategy more actionable
healthcare. fans, but not before generating public Our efforts to understand this
protest about cultural or environmental phenomenon led us to explore
www.ogilvy.com cultural differences more deeply.
insensitivity.
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Part 5
Resources
Part 5 // Resources - Methodology TOP 50 Most Valuable Indian Brands 2014
BrandZ Brand
208 209
Part 5 // Resources - Methodology TOP 50 Most Valuable Indian Brands 2014
210 211
Part 5 // Resources - BrandZ Reports TOP 50 Most Valuable Indian Brands 2014
BrandZ Top 100 BrandZ Top 100 Most Beyond Trust: Engaging ValueD: Balancing
Most Valuable Global Valuable Chinese Brands Consumers in the Post- Desire and Price for
Brands 2014 2014 Recession World Brand Success
The report includes The report profiles Chinese An Index based on An index based on
brand valuations brands, outlines major BrandZ, TrustR BrandZ, ValueD
and profiles of key trends driving brand measures the extent measures the gap
categories along with growth and includes to which consumers between the consumers
analysis and insights commentary on the trust and are willing to desire for a brand and
about building and growing influence of recommend individual perception of the brands
sustaining strong brands Chinese brands at home brands. High TrustR price. It helps brands
worldwide. and abroad. correlates with bonding, optimize sales, profit and
sales and brand value. positioning. Complete
Complete information information is available
is available from WPP from WPP companies
For the iPad magazine search companies.
BrandZ 100 on iTunes.
BrandZ Top 50 The Chinese Golden The Chinese New Year The Power and Potential
Most Valuable Latin Weeks in Fast Growth in Next Growth Cities of the Chinese Dream
American Brands 2013 Cities
The report explores The Power and Potential
The report profiles the With research and how Chinese families of the Chinese Dream is
most valuable brands of case studies the report celebrate this ancient rich with knowledge and
Argentina, Brazil, Chile, examines the shopping festival and describes insight and forms part of
Colombia, Mexico, and attitudes and habits of how the holiday a growing library of WPP
Peru and explores the Chinas rising middle unlocks year-round reports about China. It
socio-economic context class and explores opportunities for explores the meaning
for brand growth in the opportunities for brands brands and retailers, and significance of
region. in many categories. especially in Chinas the Chinese Dream for
Lower Tier cities. Chinese consumers and
its potential impact on
brands.
For the iPad magazine search For the iPad magazine search For the iPad magazine search
BrandZ Latin America on iTunes. Golden Weeks on iTunes. for Chinese New Year on iTunes.
212 213
Part 5 // Resources - WPP Company Contributors TOP 50 Most Valuable Indian Brands 2014
WPP Company
Contributors
These companies contributed knowledge,
expertise and perspective to the report.
Blue Hive India is a joint venture Contract, a member of the JWT Genesis Burson-Marsteller is a Grey is a global advertising network. GroupM is the leading global JWT is South Asias leading and most
between Wunderman, JWT and network, is an integrated and leading public relations and public Under the banner of Famously media investment management admired marketing communications
Mindshare and was created to increase independent communications affairs consultancy that delivers Effective Since 1917, the agency operation. It serves as the parent agency that offers a truly integrated
co-ordination and synergies amongst company that specializes in four integrated communication services serves a blue-chip client roster of company to WPP media agencies network across India, Sri Lanka and
Fords WPP agencies and to ensure practices viz. Advertising, Consulting, to some of the best global and Indian many of the worlds best known including Mindshare, Maxus, MEC, Nepal. JWT India provides powerful
best practice client partnerships Design and Digital. The latter are companies. Our focus is on creating companies: Procter & Gamble, MediaCom, and Motivator in India. 360 degrees total communication
and delivery. Blue Hive handles all driven through the three specialist real measurable impact on the clients GlaxoSmithKline, Diageo, Pfizer, Our primary purpose is to maximize solutions to its clients from across
aspects of Fords marketing, including verticals Core Consulting, Design business through evidence based, Canon, 3M, Eli Lilly, Boehringer the performance of WPPs media its six offices in the country.
above-the-line, digital, DM, CRM and Sutra and iContract. It operates ideas driven and result oriented Ingelheim and Allianz. In Asia, Grey communications agencies on behalf Hungama Digital Services and Social
media planning. Blue Hive offers a full through three offices in Mumbai, Delhi campaigns. The network we have Group covers 28 cities in 16 countries of our clients, our stakeholders and Wavelength for digital; Encompass for
service, integrated offering, created and Bangalore with 300 plus people. created across South Asia includes and manages branding for some of the our people by operating as a parent experiential marketing; Design@JWT
to respond to the rapidly changing Contract creates brand conversations wholly owned offices in seven of biggest brands. In India, the agency and collaborator in performance- for branding architecture, Thompson
consumer and media landscapes. for some of Indias most admired and Indias key metros and a strong has prestigious clients like Britannia, enhancing activities such as trading, Social for social development sector
All disciplines and tribes have been iconic brands including brands such as affiliate footprint in over 200 cities Honda, Dell, P&G, ITC, Ferrero, Adobe, content creation, sports, digital, communications; Design C for 3D
physically co-located and work in a Asian Paints, Acer, Amira Pure Foods, across India and in neighbouring DHL, Volkswagen, Star, GSK, Indian finance, proprietary tool development displays and exhibitions; and JWT
totally open and inclusive manner, Britannia, Dabur, Dominos, Dainik countries like Sri Lanka, Bangladesh, Oil, Big FM, Fox Traveller, NGC & Tea and other business-critical capabilities. Rural for rural communications. Indias
located in Gurgaon, Delhi NCR. Jagran, Edelweiss, Godrej, HSBC, Pakistan, Bhutan and Nepal. Board among others. Grey India has The agencies that comprise GroupM best and most admired blue chip
Jaypee Associates, JK Tyres, Kraft- Committed to Being More, we are one offices in Mumbai, Delhi, Bangalore & are all global operations in their own clients work with JWT. These include
www.thebluehive.com
Cadbury(Mondelez), Microsoft, NIIT, seamless team that has a common Kolkata. right with leading market positions. Airtel, Pepsico, FritoLay, ITC, Godrej,
Rajeev Rakshit Provogue, Paytm, RNA Corp, Revlon, purpose and attitude: integrated The focus of GroupM is the intelligent Hindustan Unilever, GSK Consumer
www.grey.com
Managing Partner, Blue Hive India STAR Plus, Sahara Group, Shoppers across four practices (namely, Brand application of physical and intellectual Healthcare, Hero Moto Corp, Ford,
rajeev.rakshit@thebluehive.com Stop, Shell, Sony Music India, Sugar and Consumer, Corporate and Mr Sunil Lulla scale to benefit trading, innovation, Nike, Nestle, Nokia, UB, Kingfisher,
Free, Slice, Ten Sports, Tata Motors Financial, Telecom and Technology Chairman & Managing Director and new communication services, to Kelloggs, Tisco and Exide among
(International Market), Tata Tele as well as Health and Wellness) and sunil.lulla@grey.com bring competitive advantage to our others. JWT has swept awards across
Services, Tata Docomo, Tata Photon, Centres of Excellence (Public Affairs, clients and our companies. National and International award
USL and UTI Mutual Fund amongst Corporate Responsibility, Digital shows this year, making it the most
www.groupm.com
others. Studio, Client Studio, Step Up, The awarded Indian agency at Cannes and
Outstanding Speakers Bureau, The CVL Srinivas Goafest 2014.
www.contractindia.co.in
Content & Design Bureau, Crisis & CEO, GroupM South Asia
www.jwt.com
Mr. Rana Barua Issues Cluster, The GBM Newsroom), cvl.srinivas@groupm.com
Chief Executive officer to assist clients achieve their business Colvyn Harris
rana.barua@contractindia.co.in objectives. CEO
colvyn.harris@jwt.com
www.burson-marsteller.com
Deepshikha Dharmaraj
Chief Marketing & Growth Officer
deepshikha.dharmaraj@bm.com
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Part 5 // Resources - WPP Company Contributors TOP 50 Most Valuable Indian Brands 2014
Landor Associates is one of the Maxus is a global network of local Millward Brown is a leading global Ogilvy & Mather is a leading Founded in 1931 by rugby Springbok
worlds leading strategic brand media agencies with services including research agency specializing in communication network in India. The Fred Smollan, the Smollan Group
consulting and design firms. communications strategy, media advertising effectiveness, strategic company comprises strong offerings opened its doors initially as a Regional
Founded by Walter Landor in 1941, planning and buying, digital marketing, communication, media and brand in the following disciplines: advertising, South African based sales agency.
Landor pioneered many of the social media strategy, SEO, PPC, direct equity research. Millward Brown social media, direct marketing, data With its pedigree in fieldmarketing, WPP is the worlds largest
research, design, and consulting response media, data analytics, and helps clients grow great brands analytics, retail marketing, rural the Group has evolved to offer communications services
methods that are now standard marketing ROI evaluation. The team through comprehensive research- marketing, activation, public relations a diverse range of outsourced group with billings of US$72.3
in the branding industry. Landors of around 2,000 people across 55 based qualitative and quantitative and healthcare. It has been a pioneer marketing services to multiple billion and revenues of US$17.3
holistic approach to branding is a markets worldwide work for some solutions. Specialist global practices in the industry in many of these channels across a broad spectrum of
billion. Through its operating
balance of rigorous, business-driven of the worlds most well-known include Millward Brown Digital (a disciplines. It also offers marketing industries. With unrivalled industry
thinking and exceptional creativity. advertisers, and Maxus has been the leader in digital effectiveness and services for global clients out of its experience, exceptional human
companies, the Group
Its work spans the full breadth of fastest growing agency network in intelligence), Firefly Millward Brown Bangalore office. The network is a platform and sophisticated systems, provides a comprehensive
branding services. With 26 offices 2009, 2010, 2011 and 2012. (Source: (our global qualitative network), much awarded and recognised agency the Group has a legacy of providing range of advertising and
in 20 countries, Landors current RECMA 2013) a Neuroscience Practice (using in Asia Pacific- both in creativity and consistent excellence in operational marketing services including
and past clients include some of neuroscience to optimize the value of effectiveness - the twin peaks of execution. This proud past and solid advertising & media
Maxus is part of GroupM, the
Indias most recognised brands like traditional research techniques), and communication. In fact, at the most foundation stands the Group in good investment management;
worlds largest media investment
Anita Dongre, Caf Coffee Day, Millward Brown Vermeer (a strategy recent Asia Marketing Effectiveness stead as we look to the future as a data investment management;
management group that serves as the
ICICI Bank, Jet Airways, Lavasa, consultancy helping companies Awards in May 2014, Ogilvy Mumbai global business. With a dedicated and public relations & public
parent company for all of WPPs media
Mahindra, Reliance ADAG, Taj maximize financial returns on brand was named the most effective office growing team of 50,000 members affairs; branding & identity;
agencies, and which buys over one
Group, Tata Global Beverages, The and marketing investments). Millward in Asia Pacific. Ogilvy India has helped spread across the world, we believe in
third of the worlds media every day. healthcare communications;
Park Hotels and World Gold Council. Brown operates in more than 55 build some of Indias largest brands even greater things to come over the
countries and is part of Kantar, WPPs for companies like Vodafone, Unilever, next 80 years.
direct, digital, promotion
www.maxusglobal.com
www.landor.com & relationship marketing,
data investment management division. Lenovo, IBM, Mondelez, Pernod Ricard,
Kartik Sharma www.smollan.co.za specialist communications and
Lulu Raghavan Tata Motors, Pidilite Industries Ltd,
Managing Director, Maxus South Asia www.millwardbrown.com retail and shopper marketing.
Managing Director Bajaj Auto, Titan Industries Ltd, Asian Rajan Zachariah
kartik.sharma@maxusglobal.com Paints and Tata Sky to name a few. The company employs nearly
lulu.raghavan@landor.com Prasun Basu Country Head
Managing Director, rajan.zachariah@smollan.co.in 175,000 people (including
Worldwide, Ogilvy & Mather is one of
Millward Brown South Asia
the largest marketing communication associates) in over 3,000
prasun.basu@millwardbrown.com offices across 110 countries.
companies. It was named the Cannes
Lions Network of the Year for three For more information, visit
consecutive years since 2012; and www.wpp.com.
also won the Worlds most Effective
Agency Network from the Effie World
WPP was named Holding
Index in 2012 and 2013. Company of the Year at
the 2014 Cannes Lions
MEC is a global media company Mindshare is a global media and www.ogilvy.com Consistently ranked among the worlds International Festival of
specializing in the development, marketing services network with top digital, CRM and mobile agencies, Creativity for the fourth year
Piyush Pandey
management and implementation billings in excess of $27.8 billion Wunderman delivers deeply connected running. WPP was also named,
Executive Chairman and Creative
of communications campaigns, (source: RECMA). The network brand experiences, consumer
Director, Ogilvy South Asia for the third consecutive year,
locally, nationally, regionally and consists of 113 offices in 82 countries engagements, data and insights, and
piyush.pandey@ogilvy.com the Worlds Most Effective
internationally. MEC delivers value throughout North America, Latin health care marketing solutions that
by creating, implementing and America, Europe, Middle East, build brands and businesses. We Holding Company in the 2014
measuring communication solutions and Asia Pacific, each dedicated blend creative, data and technology to Effie Effectiveness Index, which
that actively engage people with to forging competitive marketing connect customers to moments that recognizes the effectiveness of
brands. With 4,000 highly talented advantage for businesses and their truly matter, ranging from big iconic marketing communications.
and motivated people in 84 brands. Mindshare is part of GroupM, moments to deeply personal moments
countries, it is one of the top media which oversees the media investment that recognize individuality. Founded www.wpp.com
communications specialists and is management sector for WPP, the by Lester Wunderman in 1958, the
part of GroupM. Their services include worlds leading communications agency now has 175 offices in 60
communication channel planning, services group. countries. Best Buy, Citibank, Coca-
research and consumer insight, media Cola, Ford, Microsoft, Novartis, Pfizer,
www.mindshareworld.com
investment management, worldwide Telefnica, Shell, United Health Group
client services, sponsorship and Ravi Rao and leading local brands are among
entertainment marketing and through Leader, Mindshare, South Asia our clients. Wunderman is part of the
its digital division a full service digital ravi.rao@mindshareworld.com Young & Rubicam Group.
media consultancy.
www.wunderman.co.uk
www.mecglobal.co.uk
Rahul Guha
T Gangadhar Managing Director, India
Managing Director, MEC India rahul.guha@wunderman.com
218 t.gangadhar@mecglobal.com 219
Part 5 // Resources - WPP Brand Experts TOP 50 Most Valuable Indian Brands 2014
Mayank Agarwal Ganapathy Balagopalan Binata Banerjee Prasun Basu Sumant Bhattacharya Upasana Roy Urmi Saha Noor Samra Shriya Sengupta Soumitra Sengupta
Millward Brown Ogilvy Millward Brown Millward Brown GREY Ogilvy Millward Brown JWT Ogilvy Millward Brown
Snehasis Bose Mythili Chandrasekar Vivek Das Rasika Fernandes Dilip Garga Mehul Shah Riddhi Shah Ritesh Shetty Deep Singh Roma Singhal
Contract Delhi JWT Blue Hive Ogilvy Ogilvy Contract Mumbai Millward Brown Millward Brown JWT Ogilvy
Aparna Jain Shaziya Khan Aniruddha Khandekar Divya Khanna Priti Murthy Zubin Tatna Kamakshi Thareja Reny Thomas Gazala Vahanvati Rajan Zachariah
Ogilvy JWT Ogilvy JWT Maxus MEC JWT Ogilvy Landor Associates Smollan India
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Part 5 // Resources - India Top 50 Team TOP 50 Most Valuable Indian Brands 2014
Amanda Harrison Gaurav Mittal Cecilie stergren With special thanks and appreciation to:
Amanda Harrison serves as Project and Gaurav Mittal is a Research Analyst Cecilie stergren is a professional Genesis Burson Marsteller // Deepshikha Dharmaraj, Vaijayanthi Kari, Radhika Mehta and Krishna Vilasini
Events Manager for The Store WPP of BrandZ valuation at Millward photographer, based in Shanghai, who has GroupM // CVL Srinivas
and Project Manager for the BrandZ Brown. He is responsible for worked closely with WPP agencies since JWT // Shaziya Khan, Deep Singh and Bindu Sethi
Most Valuable Chinese, Latin American financial analysis, brand profiles 2009. Cecilie specializes in documentary, Millward Brown // Uday Kagal, Bhargavi Manohar, Parnika Mehta, Madhavan Nair, Sakina Pittalwala,
and Indian brands reports, as well as research and commercial validation consumer insight and portraits. Shes Katie Pearce, Mausami Prasad, Muralidhar Salvateeswaran, Jainam Shah, Baljit Thandi and Peter Walshe
the Chinese New Year, Golden Weeks for the BrandZ rankings. travelled extensively in China, Brazil, India Ogilvy // Genevieve Lopes, Pooja Motwani, B Ramanathan and Madhukar Sabnavis
and Chinese Dream reports. and other locations to photograph images WPP // Rebecca Rogers and Margarita Ylla
for the BrandZ reports. WPP India // Ranjan Kapur
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Part 5 // Resources TOP 50 Most Valuable Indian Brands 2014
Bloomberg
or contact:
The Bloomberg Professional service is the source of real-
time and historical financial news and information for
central banks, investment institutions, commercial banks, David Roth
government offices and agencies, law firms, corporations CEO The Store, WPP EMEA and Asia
and news organizations in over 150 countries. For more droth@wpp.com
information, please visit www.bloomberg.com
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