Over 30 firms from Tamil Nadu in India’s most attractive brands list

Other brands which lead different product categories include Aachi (Spices and Masalas), Prisma (Women’s Legwear), Pothy’s (Silks), Lion Dates (Dates) and Ramraj (Dhotis). They are among the 30 plus TN brands featured in the survey.

The MAB Report 2017 rates the country’s top 1,000 brands based on attractiveness, as per consumer perceptions based on a primary research methodology. N Chandramouli, CEO, TRA Research, which conducted the survey tells us, “Many of the category leaders from Tamil Nadu are niche products with not many other competing brands in that space. However, many other brands in Tamil Nadu are maintaining their attractiveness in highly competitive categories like aerated drinks which has Bovonto listed, or FMCG – Diversified which has CavinKare. Tamil Nadu has the potential to create more national brands on basis of attractiveness or appeal.” 

India’s Most Attractive Brands 2017, the fourth in the Report series, is the result of primary research based on the proprietary 36 Traits of Attractiveness that have been studied and identified by TRA Research. This year’s research was conducted among 2,456 consumer-influencers across 16 cities and generated nearly 5 million data points and 5,000 unique brand mentions, out of which the top 1,000 brands have been listed in this year’s Report. 

The effects of demonetisation and the implementation of GST has also been visible in the survey as Chandramouli explains, “Last year, the top three categories, based on attractiveness last year was FMCG, Auto and F&B. This year it has changed to Consumer Durables, Auto and Diversified. Essentially, in the earlier year, we had a high involvement, low cost product like cosmetics aimed at creating a social worth that took the top spot.” 

“This year, the categories are centred around necessities like TV, fridge, and long term high investment and high involvement products like automobiles. So, the shift is from a society-based desire quotient to a value-based desire quotient. Everyone is only going to spend where they see value, which is a fallout of the GST and note ban,” he adds.