Gujarat firms lead India's most attractive brand list

As many as eight Gujarat brands make it to India's Most Attractive Brands list of 2015

Gujarat's industry has reason to cheer as as many as eight Gujarat-based brands have made it to the India's Most Attractive Brands list of 2015 as category leaders in attractiveness.

Amul (owned by the Gujarat Cooperative Milk Marketing Federation) has been listed as India's most attractive dairy-diversified (F&B) brand and Amul Butter is the only reigning brand in the butter sub-category. Other Gujarat brands that featured on the list this year include Sintex, Ajanta, Symphony, Fortune Foods Products from Adani Wilmar, Vadilal and Rasna.

India's Most Attractive Brands 2015 Report is based on primary research based on the proprietary 36 traits of attractiveness. A Comniscient Group ccompany TRA (formerly Trust Research Advisory) that conducts primary research with consumers and other stakeholders to give brands insights on solutions to consumer behavior is the publisher of The Brand Trust Report, India's Most Attractive Brands Amul, however, has dropped 45 ranks from last year and became India's 63rd Most Attractive Brand this year.

N. Chandramouli, chief executive officer, TRA, said, "Gujarat has a deep and long tradition of business. Having eight Gujarat brands as category leaders in attractiveness shows how these brands have now begun to pervade the national consciousness. Gujarat is a place that everyone looks up to, not just for governance or quality of life, but also for the quality of brands that emerge from here. The brands from the state too are in a high point of the evolutionary cycle in terms of perception."

Sintex (all-India 355th rank) leads as India's Most Attractive Brand in the Manufacturing-Diversified Category followed by Finolex (All-India 924th rank). Ajanta is a forerunner in the Home Care Category and correspondingly is the lone leader in the Clocks Sub-category.Yet another brand from the region, Symphony (All-India 643rd rank) has been ranked as the Most Attractive Brand in the Coolers Sub-category of the Durable list.Gujarat's love for food is reflected in the number of brands in the F&B Category. This has subsequently boosted the ratings of the category and has made it the largest in Gujarat. Fortune Food Products from Adani Wilmar ranks 316th in its All India Rankings and is the sole leader in the F&B- Diversified Category. Vadilal (All-India 213th rank) ice cream is India's Most Attractive ice cream brand and is followed by Kwallity Walls, Havmor and Cornetto among others. Rasna (All-India 369th rank) is the ruling brand in the Powdered Drink Category and is followed by Glucon D and Tang.

This year's study involved 15,000 hours of fieldwork covering 2312 consumer-influencers across 16 cities in India and generated 5 million data-points and 17,000 unique brands from which the top 1000 brands have been listed in this year's report.