Dell tops TRA’s most desired brands list for 4th year, Apple and Titan follow suit

Dell Laptops has once again been named the Most Desired Brand in India, clinching the top spot in TRA Research’s 2024 Brand Desire Report for the fourth consecutive year. The report draws insights from interviews with over 2,500 consumer influencers across 16 Indian cities, offering an in-depth look at the evolving landscape of consumer loyalty and brand desirability.

Dell Laptops retained the top position, while Apple iPhone surged to second, moving up three ranks from last year. Titan Watches took the third spot, with Sony Televisions making a notable leap from 11th place to fourth. 

LIC rounded out the top five, moving up eight ranks in the BFSI category, which shows a solid affinity for established financial brands. Automobiles were another highlight, with Honda Motorcycles and Maruti Suzuki both making significant strides. Honda climbed 32 ranks, and Maruti rose by 26, signaling enduring consumer trust in these automotive brands. 

The 2024 report spotlighted FMCG as the most represented category with 155 brands, followed by Food & Beverage with 119 brands, Automobiles with 106, and Personal Accessories with 72 brands. Together, these four categories accounted for 52.3% of the brands listed, reinforcing their hold on consumer interest. 

Tata Safari made its first appearance in the top 100, standing out as a new entrant. Seven high-demand categories dominated the rankings, with the largest representation in Air Conditioners, Mobile Phones, and Televisions, followed by SUVs, Four-Wheelers, Light Motorcycles, and Skincare. These categories featured a total of 108 brands, highlighting the areas of greatest competition. 

The report also documented striking shifts in brand rankings. Philips, for example, saw its Food Processor category leap by 687 ranks, and Bella Vita fragrances rose by 680. Other big gainers included Arun Ice Cream, Tissot Watches, and Tesla Electric Cars. Conversely, some brands saw significant rank drops, with Reliance Mall, Dabur Red Ayurvedic Toothpaste, and Patanjali Pachak among the biggest declines.

TRA Research CEO N. Chandramouli said, "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," Chandramouli said.