Page 60 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part2 | MarketIntelligence-Background
Background: Brand India
Brand India is
evolving rapidly,
like India itself
It potentially can be about global leadership in sustainability
View an Indian street clogged with three-wheel auto rickshaws, motorcycles, luxury cars, women in colorful saris weaving through the traffic on motor scooters and, occasionally, even men at the roadside prodding their water buffalos to keep up the pace. Listen to the incessant tweeting of horns as drivers signal each other. Smell the aromatic spices of the street vendors.
ffffffffffThis is Brand India. You can see it, hear it and smell it. Understanding it is more difficult. The cues that work in other markets don’t always apply to India. Sometimes what you think you see isn’t exactly what you get. The women in saris, for example: Are they acting
in a traditional role, hurrying to shop for their families or are they newly empowered, hurrying to work at their high tech office jobs? Or both?
The further problem of understanding Brand India is that it’s not static. It’s changing as fast as India itself. And the measurements of that change usually result in superlatives. Current annual GDP growth of 7.5 percent outpaces all other major economies. India’s population is expected to reach almost 1.5 billion in about a decade when it
will surpass China as the world’s most populous nation. The 33 percent year-on-year brand value increase of the BrandZTM India Top 50 exceeds the growth rate of the Global Top 100 for every year since the rankings were launched a decade ago.
Understanding Brand India – both today and tomorrow – requires getting beyond the surface appearance and the superlatives to distill the essence
of what makes India, India. And what distinguishes its products and services from those of other nations. The Brand India of today is about the relative presence of various product categories. The Brand India of tomorrow potentially can be a powerful idea that influences how products are made and marketed worldwide.
DIVERSE AND COMPLICATED
Brand India is already as diverse and complicated as India itself. Brand India in part reflects the country’s past as
a 5,000 year-old-civilization that has absorbed many cultures, has been governed by successive dynasties, and for over a century was shaped by British colonial rule.
That aspect of Brand India is apparent in the combination of product categories that drove the year-on-year growth of the BrandZTM India Top 50. Financial services brands increased
49 percent in brand value. Home and personal care categories followed, with 32 percent brand value growth.
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