With 5 Gujarat based brands featuring among India’s Most Trusted Brands, Gujarat has one more reason to be proud. Amul debuts the Gujarat list at All-India 57th rank, leading the Food & Beverage sector countrywide among the 23 contenders in the F&B list in the “The Brand Trust Report, India Study-2011.”
The other Ahmedabad-based brands include the 94th ranked Arrow from Arvind Mills, 130th ranked Vimal, Nirma at the 146th and the 148th ranked Zatak from Paras Pharma Ltd.
Coming close on the success of the Vibrant Gujarat Summit, the findings show the growing might of the Gujarat brand as it makes its way into Indian hearts.
The revelations were a result of a study, published by Trust Research Advisory, a leading research organization dedicated to understanding and simplifying concepts related to Trust. The study is compiled into a 116-page report titled “The Brand Trust Report, India Study, 2011” and was launched at a ceremony in Mumbai, recently.
The CEO of Trust Research Advisory, N. Chandramouli commenting on the report said, “Gujarat has a tradition of successful businesses, and truly speaking Business is nothing but Trust manifested. However, in the recent past, the difference from these brands emerging from Gujarat is that now brands and the intangibles that comprise it are beginning to get focus and attention.
R. S. Sodhi, the MD of Amul GCMMF Ltd, is quoted in the report as saying: “Since 1956, several generations of Indian consumers have grown up with the brand and Amul has been an integral part of their daily lives. Awareness about the organizational dimension of brand Amul; its role in unleashing socio-economic revolution in rural India; its perceived contribution to nation-building; has also served to enhance our brand image among consumers.
While a brand essentially lives in the minds of consumers, holistic brand building and brand management efforts require high involvement and sense of shared ownership of all relevant stakeholders. An iconic brand like Amul continues to retain dominant leadership position since the last 55 years because it stays alive based on the warm and pleasant experiences that millions of our customers have had with brand Amul. The 1.2 billion Indians have a direct sense of ownership towards Amul - the Taste of India.”
The Brand Trust Report, India Study, 2011 is the result of years of detailed research to understand trust which included several hundred hours of discussions with communication experts and behavioural scientists. On this basis TRA created a proprietary Trust Matrix comprising 61 different components. Based on this proprietary Trust Matrix, TRA launched a syndicated primary research on Brand Trust across 9 cities in India covering 2310 respondents who were classified into the ‘influencer’ category.
The most intensive study on Brand Trust undertaken in the country, the study generated nearly 10,00,000 data points and 16,000 brands. Indian Statistical Institute helped create a statistically robust Brand Trust Index which has been used to hierarchically rank India’s Most Trusted Brands.