Dell Laptops has been named the #1 Most Desired Brand of 2024, as revealed in the latest edition of the TRA Brand Desire Report. This is the fourth consecutive year Dell has secured this title. The comprehensive annual study marks its tenth edition this year, capturing consumer aspirations and brand loyalties through in-depth interviews with over 2,500 key consumer influencers across 16 major cities in India.
Out of 1,000 brands analysed in the report, Dell Laptops led the rankings once again. Following closely was the Apple iPhone, which jumped three positions to secure the #2 spot while Titan Watches held steady in the #3 position.
Sony Televisions made an impact by climbing seven positions to claim the #4 spot, up from #11 the previous year. The Life Insurance Corporation of India (LIC) also saw a rise, moving up eight places to secure the #5 rank.
"In the ever-evolving landscape of consumer preferences, adaptability is paramount. At TRA Research, we recognize the subtle shifts in aspirations and desires that continuously reshape the market. The Most Desired Brands Report is our endeavour to capture these dynamic trends with precision. Through meticulous analysis of consumer sentiment, we curate an extensive list of India’s top 1000 most desired brands, a reflection of today’s consumer pulse. This report not only highlights current market attitude but also serves as a valuable guide for businesses, enabling them to craft products and experiences that align deeply with consumer expectations," stated N Chandramouli, CEO, TRA Research.
The automobile sector witnessed notable shifts in the rankings, with Honda Motorcycles and Maruti Suzuki achieving rank jumps. Both brands surged 32 and 26 spots, respectively, to enter the top 10, indicating strong consumer trust in established automobile manufacturers.
Among the super-categories, Fast-moving Consumer Goods (FMCG) maintained its dominance with 155 brands listed, highlighting the sector’s expansive consumer reach and significance. Food & Beverage followed with 119 brands, automobile with 106 brands and personal accessories with 72 brands. Together, these super-categories accounted for 52.3 per cent of the entire list.
The fluidity of consumer preferences was evident in the debut of over 341 new brands within the top 1,000 list, reflecting an ever-evolving marketplace marked by fierce competition and shifting consumer interests. Notably, Tata Safari was the only new brand to break into the top 100.
The report identified seven key categories with the highest number of brands revealing intense competition in areas such as air conditioners (19 brands), mobile phones (18 brands), televisions (17 brands), SUVs (15 brands), four-wheeler manufacturers (13 brands), motorcycle brands-light (13 brands) and skincare (13 brands). Together, these categories represented 108 brands, over 10 per cent of the total listed.
The report also highlighted brands that saw the most significant shifts in rank, both positive and negative. Among the biggest risers, Philips – Food Processor surged by 687 ranks, followed by Bella Vita – Deo/Perfume with a 680-rank jump and Arun – Ice Creams which climbed 677 ranks. Other gainers included Tissot – Premium Watches (+674 ranks), Renault – Four-Wheeler Manufacturer (+661 ranks), Tesla – Electric Car (+653 ranks), Aaj Tak – Hindi News (+604 ranks) and Mac – Premium Cosmetics (+603 ranks).
Conversely, several brands experienced significant declines. Reliance Mall plummeted by 731 ranks. Dabur Red – Ayurvedic Toothpaste fell by 687 ranks while Patanjali Pachak Hing Goli – Ayurvedic Digestive saw a -674 rank decline. Godrej – Diversified Consumer Electronics dropped 659 ranks and Kotak Mahindra – Mutual Funds declined by 618 ranks. Other brands that suffered falls included Dabur Real – Packaged Fruit Juice (-595 ranks), Pediasure – Kids’ Nutritional Supplement (-569 ranks), Britannia – Bread (-561 ranks), Dr. Ortho – Ayurvedic Pain Relief Oil (-537 ranks) and Colgate – Toothbrushes (-527 ranks).
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