Home-grown brands remain most chosen in India: IMRB Kantar report

With the exception of Clinic Plus, the brands in the top five—Parle, Amul, Ghari and Britannia—are all Indian


Graphic: Paras Jain/Mint
Graphic: Paras Jain/Mint

New Delhi: Home-grown brands dominated the 2016 edition of Brand Footprint, the IMRB Kantar Worldpanel’s annual ranking of the most chosen consumer brands in India, taking four of the top five slots.

Parle, the biscuit brand owned by Mumbai-based Parle Products Pvt. Ltd, much like the previous years, has topped the list. Parle is known for its biscuit brand Parle G.

India’s largest packaged consumer goods company Hindustan Unilever Ltd (HUL)’s hair-care brand Clinic Plus ranks No. 2 ahead of Amul, the milk and dairy products brand from Gujarat Cooperative Milk Marketing Federation Ltd, the Anand-based food product marketing firm.

Anglo-Dutch company HUL’s Clinic Plus is the only multinational brand in the top five list.

Ghari, a detergent brand from the RSPL Group, is No. 4, followed by Britannia, a biscuit brand owned by Britannia Industries Ltd.

To be sure, the ranking of the top five brands hasn’t changed over the past year. However, Parle’s Consumer Reach Point (CRP) score increased 4% unlike the previous year when it witnessed a decline.

CRP is a composite measure of the number of households buying a brand (penetration) and the frequency of such purchases (purchase occasions).

Global brands like Colgate, Lifebuoy, Fair & Lovely, Lux and Brooke Bond feature in the top 20, but Indian brands, national and local, dominate the list. Nestle India Ltd’s noodles brands Maggi was not in the top 20 list this year primarily because the product was not available on shop shelves for six months due to a ban on its sale by India’s food regulator Food Safety & Standards Authority of India citing the presence of monosodium glutamate and excess lead in the samples collected. Maggi dropped to number 22 from number 12 last year.

Among the top 50 brands, only 15 are owned by multinational companies.

Surprisingly, yoga guru Baba Ramdev’s Patanjali, which has emerged as a tough contender to most of the multinational companies in India, could not make it to the IMRB Kantar Worldpanel list of top 50 brands in the country.

“Patanjali is a comparatively new brand, and it is yet to have a reach to make it to the list. It may be doing good in some parts, but its reach is very limited,” said K. Ramakrishnan, country head, IMRB Kantar Worldpanel.

“Home-grown brands have wider reach, better recall and most of the domestic brands in the list actually improved their consumer reach point score much better as compared with the brands owned by the multinational companies,” he added.

Pravin Kulkarni, general manager (marketing), Parle Products, said domestic companies understand the needs of Indian consumers better than their multinational counterparts. “It’s a factor of availability, affordability and convenience. Parle G reaches 5.5 million retail outlets and is available at very low price points (starts from Rs 2 in some markets). Plus, there’s relevant communication through advertising and on-the-ground initiatives,” added Kulkarni.

Food brands dominate the top 20 list followed by personal care and home care. Several dairy brands such as Amul, Mother Dairy, Nandini, Aavin and Vijaya feature among the top 20.

For a better future, the study added, brands need to identify and aid “real human problems” to grab a better share in the home care category. “Winning brands are already making strides in understanding the person behind the purchase. In 2015, Unilever’s Sunlight partnered with social enterprise NextDrop to launch a branded text service in Mysore, India, alerting women to when water will be available, saving time for education or earning a living,” noted the study.

There are two factors which will determine the future of home care, said Simon Skeldon, global account director, Kantar Worldpanel, “sustainability and water. The more access to water, the more complex and sophisticated our cleaning can be. This will impact the way products are made across the globe”.

Kantar Worldpanel’s Brand Footprint is based on research of 986 million households across 35 countries, including India. The complete ranking comprises over 200 consumer packaged goods categories and 11,000 brands across sectors including beverages, food, health and beauty, home care, alcoholic drinks, confectionery and diapers.

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