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Most Trusted Brands 2012: Britannia climbs five spots to number two; beats Nokia and other HUL products

Over the last two years Britannia has successfully managed to tap the growing trend of health consciousness among customers and has been at the forefront of introducing products with health benefits under its 'NutriChoice' range.

, ET Bureau|
Updated: Nov 07, 2012, 08.08 AM IST
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Over the last two years Britannia has successfully managed to tap the growing trend of health consciousness among customers.
Over the last two years Britannia has successfully managed to tap the growing trend of health consciousness among customers.

It's a new high for biscuit company turned - bread brand - turned dairy company - Britannia. This year marks Britannia's highest ever appearance in Brand Equity's Most Trusted Brands at No 2, beating cross sector competition like Nokia and various HUL brands which have traditionally ruled the leader board. While the brand has always been in the Top 10, in 2006 and 2010 it broke into the Top 5. This year the brand climbs five spots from its 2011 ranking.

It's a new high for biscuit company turned - bread brand - turned dairy company - Britannia. This year marks Britannia's highest ever appearance in Brand Equity's Most Trusted Brands at No 2, beating cross sector competition like Nokia and various HUL brands which have traditionally ruled the leader board. While the brand has always been in the Top 10, in 2006 and 2010 it broke into the Top 5. This year the brand climbs five spots from its 2011 ranking.



Britannia climbs five spots to number two; beats Nokia and other HUL products

Full Coverage: Most Trusted Brands 2012

Neeraj Chandra, VP & COO, Britannia Industries attributes the success to the importance that the company attaches to consistency in delivering good quality products across various brands. "Though we deliver products that are good for you, its not at the expense of taste and this is true whether its dahi, biscuits, cakes — across the entire portfolio, taste is very important," explains Chandra. Over the last two years Britannia has successfully managed to tap the growing trend of health consciousness among customers and has been at the forefront of introducing products with health benefits under its 'NutriChoice' range. Today the brand has a wide array of offerings in ragi, oats and multi-grain.

The brand's new avatar could also be the reason that Britannia has found favour across gender in the survey — rated No 3 by men and No 8 by females. There is just one place difference in the scores assigned to Britannia by married respondents (No 3) versus unmarried respondents (No 4). More good news is in store for the brand as 15-25 year olds in the survey hand it the No 3 spot, while those above 46 years rate it as the top brand. Britannia also retains its pole position in the Food Products category as the Most Trusted 'Food Product' Brand. However the brand needs to make more efforts to impress Housewives who don't think much of it (No 17) and North Indians (No 37).

Britannia second Most Trusted Brand; beats Nokia and other HUL products

With growing market share will come more responsibility and retaining trust can be tricky. But Britannia, says Chandra will continue doing what it does best — provide what the customer relevantly needs in the best manner possible. "We give the best quality product which addresses your most pressing need," he explains. Despite old-age — at 120 years — Britannia has successfully evolved with time to ensure it doesn't lose out either to increased competition from within the Indian marketplace or get slackened by the onslaught of international brands in India.
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