TRA Brand Trust Report 2024: Dell tops brand trust chart fifth year in a row

Dell (laptops) has secured first place, maintaining its status as India’s ‘Most Trusted Brand’ for the fifth consecutive year, as per the TRA's Brand Trust Report (BTR) 2024. 
 

Honda two-wheelers made an unprecedented leap to second rank from rank 30—the most significant positive change among the top ten brands—highlighted in the report which lists India’s 1,000 most trusted brands every year.
 

Online retailer Amazon ranked third in the BTR 2024, up three places, continuing to solidify its dominance in e-commerce. 
 

Titan Watches ranked fourth, with a slight drop of one place, even as Sony (televisions) at fifth position, had a remarkable rise of 16 ranks, indicating a significant boost in consumer confidence.

 

Xiaomi, ranked sixth, led the Mobile Phones category though it has slipped four places from last year. Bata (footwear—retail) was down two places at seventh, while Nike (footwear—sports), climbed 14 places to eighth rank, showcasing the dynamic shifts within the personal accessories sector.

 

LIC (life insurance—PSU), ranked at ninth, and Samsung (televisions), at the tenth position, saw a drop of two and rise by seven places respectively, their presence in the top ten underscoring a broad spectrum of trust across various categories, from BFSI to consumer electronics.

 

*Coloured rows indicates Category leaders

 

This year’s study gathered insights from 2,500+ consumer-influencers across 16 cities for 33 'Super' categories and 323 categories listed in the report. TRA measures ‘consumer buying intention’ through its proprietary matrices of Brand Trust and Brand Desire and has conducted 90,000+ respondent interviews over the last 13 years. 

 

N. Chandramouli, CEO, TRA Research said, “In 2024, 316 brands improved their Brand Trust rankings, while 358 brands saw their rankings decline compared to the previous report. The FMCG Super-Category led with 167 brands, followed by Food & Beverage with 151, Consumer Electronics with 81, and Automobile with 76 brands each. The brands that have risen in the rankings have done so by embracing transparent, authentic communication strategies to enhance consumer engagement and trust.”

 

“They've understood that trust is not static but dynamically influenced by every interaction and touchpoint a consumer has with the brand. Trust is built and maintained through consistent, positive, and genuine communication efforts. As technology evolves, so too must our approaches to fostering and sustaining trust, ensuring that all physical and digital touchpoints are integrated with the timeless principles of trust that drive consumer confidence and brand loyalty,” he further added.