IRS '03-04 has thrown up interesting results with respect to top ten FMCG and consumer durables brands in the country. Roda Mehta, Chairperson, Technical Committee, during the course of her presentation on 'What's new from IRS '03-04' at a symposium organised jointly by Media Research Users Council and Hansa Research Group in New Delhi today, drew attention to the top ten brands in the FMCG and consumer durables segments as per IRS Round 11.
Topping the FMCG segment was Parle Biscuits with a base of 57,942,000 homes. Interestingly, though Parle Biscuits tops the urban and rural markets combined, it figures at the third position in the urban segment and second in the rural segment.
Colgate toothpaste (base: 56,591,000 homes) takes the second position overall. It figures at the second position in the urban segment and third in the rural segment.
Tata Salt (base: 53,269,000 homes) comes third overall, but tops the urban segment. In the rural segment, the brand takes the fourth position.
Nirma Washing Powder (base: 52,748,000 homes) and Britannia Biscuits (base: 36,431,000 homes) take the fourth and fifth positions overall. Significantly, Nirma tops the rural segment.
Zandu Balm, Vim (Utensil Cleaner), Dabur (Tooth Powder), Nirma (Washing Cake/Bar) and Colgate (Tooth Powder) take the positions sixth to tenth in that order.
Among the Top 10 durables brands across TV, audio, refrigerator and washing machine segments, Philips tops the list with a base of 168 lakh homes. The brand's top-slot position was guaranteed by its strong presence in the rural segment where it is a topper. In the urban market, it takes the second position after BPL.
BPL takes the second position overall with a 141 lakh home base. As stated above, it tops the urban market but comes second in the rural market.
Videocon with 116 lakh home base comes third overall, with a second position in the urban market and third position in the rural market.
Onida with 96 lakh home base comes fourth. It commands the fifth position in the urban market and fourth in the rural market.
Godrej is fifth with a base of 67 lakh homes. It comes fourth in the urban market and fifth in the rural market.
Kelvinator (49 lakh homes), LG (46 lakh homes), Sony (41 lakh homes), Whirlpool (25 lakh homes) and Samsung (35 lakh homes) take the positions sixth to tenth in that order.
FMCG data is based on purchases made in the last three months. Consumer durable data, however, is ownership data, and takes into consideration consumer durables in working condition irrespective of when they were bought.