Procurement News Notice |
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| PNN | 4164 |
| Work Detail | How did the Top 20 Best Indian Brands in the Interbrand report get to where they are? The answer lies in what some of them have done over time, but especially over the last few years. 1. Tata Group Brand Value: Rs 742.18 billion Tata Group continues its seemingly unassailable run as India's most valuable brand. Brand value is up 11%, and companies across the group spent the last year making bold innovative strides. When the spread of the Zika virus threatened to cast an unpleasant shadow over the launch of its car named Zica, Tata Motors quickly ran a contest encouraging people to vote for the name of the new car, with Tiago emerging the winner. Tata Motors also scored a coup of sorts with football legend Lionel Messi as brand ambassador who — recent controversies notwithstanding — has a remarkably strong connection with the youthful demographic in India. Its passenger vehicle division launched the Zest sedan and Bolt hatchback. Key appointments this year at Tata Motors included CEO and managing director Guenter Butschek, with previous experience at Airbus and Daimler. Tata Consultancy Services (TCS) crossed the trillion rupee mark with a total revenue of `1,08,646 crore up by 14.8 per cent compared to last financial year. Tata Global Beverages is moving beyond tea, coffee and water to foray into the dairy business. The group is also making a foray into the e-tailing space with TataCliq a phygital model which allows for greater convenience when it comes to making purchases or returns. 2. Airtel Brand Value: Rs 350.44 billion As India's leading telecom network, Airtel is also a lightning rod for issues that continue to plague the sector: call drops, spotty service and a customer base with a litany of complaints. While most companies would try to brush this under a rug or a dozen, Airtel has established its credentials as a leader, touting itself as the open network. It's allowing subscribers the chance to see the number of towers, apprising them of new services and responding quickly to feedback and critiques. Just one of the many factors that've pushed Airtel up a notch, moving one rank to No 2. The brand value has grown by 8 per cent over last year. In the first quarter of this year, its losses in Africa halved to $78 million on the back of strong data consumption and stable currencies in most of the markets its present in. Through 2015, it launched its 4G LTE services across India after months of trials. A tie up with Uber ensured that Airtel Money could be used to pay for cab rides. In January this year, a merger was announced with Malaysia's Axiata Group in Bangladesh to create the country's second largest network. 3. Reliance Industries Brand Value: Rs 349.24 billion If Reliance Industries was not diversified enough already, the company added mobile phone handsets to the mix this year. According to research firm IDC, the LYF brand is already in the Top 5, beating many more storied players who've been in the market far longer. LYF's range includes sub $50 devices, equipped to take advantage of 4G and come bundled with a preview of Reliance's ambitious Jio suite of services. Mukesh Ambani, chairman, Reliance Industries has described Jio, as "one of the largest transformational greenfield digital initiatives anywhere in the world, with an investment of over `150,000 crore." While official launch dates are still shrouded in mystery, Ambani has asserted his service will cover 70% of the country from the day of launch. Reliance Industries signed on veteran sports marketing and management professional Sundar Raman, former chief operating officer of the IPL, as Chief Executive Officer - Sports to further the group's interests in this area. The brand value of the company is up 3% over the past year, even as it cedes a rank. 4. HDFC Bank Brand Value: Rs 240.06 billion HDFC ranks among the highest climbers in terms of year-on- year brand value, up 15 per cent from 2015. Powered, in part, by its attention to the needs of emerging segments. For instance, SmartUp, launched earlier this year as a dedicated solution for the banking needs of startups, in association Zone Startups India (ZSI), a Mumbai-based accelerator. Smartup aims to provide enhanced transaction limit with no minimum balance for the first six months, customised salary accounts besides advisory and forex services. Not one to be left behind in the app space, HDFC Bank has rolled out PayZapp, which aims to be a secure convenient payment gateway. For its rural audiences, HDFC came up with 'Dhanchayat' an educational film on the dangers of borrowing money from unorganised sources. Besides, HDFC Bank has proved to be a marketer unafraid to dabble with new untested concepts, going in for a sonic branding exercise which has led to the creation of its own signature music. 5. LIC Brand Value: Rs 236.05 billion India's largest insurance company, is also one of its most trusted. Year after year, LIC dominates Brand Equity's Most Trusted Brands survey by a large margin in the life insurance category. After years of high decibel emotionally charged advertising from several private players, LIC still controls nearly 70% of the insurance market. Among its nods to a more progressive outlook in doing business is introducing the third gender as an option in its proposal forms in line with a 2014 verdict from the Supreme Court. LIC has also tied up with several partner banks - most recently Axis Bank - to sell its insurance policies. 6. The State Bank of India (SBI) Brand Value: Rs 232.21 billion For the second year in a row, SBI was declared by the central bank, the Reserve Bank of India, to be one of the two banks in the country deemed 'too big to fail'. The technical term is D-SIBs or domestic systemically important banks. The systemic importance score was arrived at after an analysis of the banks' size as a percentage of annual gross domestic product (GDP). SBI remains the bank with the largest ATM network in India, clocking in over 21,000. It has offices in 32 countries. SBI recently launched the 'Japan Desk', a first-of- its-kind initiative to help Japanese corporates looking to invest in the country, with banking and advisory services. With its mobile wallet State Bank Buddy available in 13 languages, and bundled with special offers from brands like Domino's and makemytrip, SBI belies the reputation that government run services are saddled with of being sluggish to adapt to new developments and being most comfortable with the older ways of doing business. SBI Card, one of India's leading credit card issuers, has partnered with 7 of India's biggest e-commerce players including Amazon India, BookMyShow, FabFurnish, LensKart and Ola. It has partnered with PayPal allowing customers to use debit cards via the payment gateway. 7. Infosys Brand Value: Rs 230.64 billion The posterchild for the Indian IT services and consulting revolution, Infosys maintains its position and registers an impressive 12 per cent increase in brand value. Even as it faces challenges due to a more cautious client attitude post Brexit, Infosys continues to innovate. New CEO Vishal Sikka has brought a greater focus on "design thinking", a change from the more process driven approach of the past. Its artificial intelligence platform Mana launched this April "brings machine learning together with the deep knowledge of an organisation to drive automation and innovation." It aims to help firms reinvent their system landscapes and lower maintenance costs. The 193,000 strong organisation has launched an apprenticeship programme to identify and mentor its best young talent. Infosys also launched the #sitwithme campaign on International Wiomens Day this year to work towards a more balanced diverse leadership. 8. ICICI Brand Value: Rs 166.59 billion Like the State Bank of India, ICICI was declared 'too big to fail' by the Reserve Bank of India. While it reported a 25 per cent drop in net profit for the last quarter, its retail banking business posted an 18 per cent growth. In January 2016, ICICI entered South Africa with a full service branch at Sandton in Johannesburg. Keeping it future ready are initiatives like the ICICI Appathon, a mobile app development challenge. The winner, iMobile SmartKeys helps customers transfer money without exiting the app they are currently on: be it a game, chat, email or browser. The ICICI Foundation launched a nationwide referral programme called 'Gift a Livelihood'. It invites people to refer deserving but underprivileged youth to be trained at the ICICI Foundation Skills academy which since inception in 2013 has trained and placed 36,000 youth across 22 centres. 9. Mahindra Brand Value: Rs 156.78 billion With 14 new products last year, no one can accuse Mahindra of takings things easy or taking its foot off the pedal. A US $17.8 billion global federation, Mahindra's brand value is up 14 per cent. Earlier this year, following its 51 per cent stake in Peugot's motorcycle business, it was reported to be looking to bring in other iconic bike brands like BSA or Norton. For the more eco-conscious US market, Mahindra has launched GenZe an electric scooter and e-bike. Airbus Group awarded an aero-components production contract to Mahindra Group to manufacture airframe parts for the AS565 MBe Panther rotorcraft. The contract makes Mahindra Aerostructures the first Indian company to become a Tier I supplier to Airbus Helicopters. A release from the company states "Mahindra Aerostructures will gradually emerge as the global single source supplier to Airbus Helicopters for these parts," a true Make-In- India partnership. In vehicles, the category its most strongly associated with, Mahindra's stated aim is to double revenue to `53,000 crore and be the second largest vehicle maker in India by volume. It also has a play in the burgeoning organised pre-owned vehicle market with Mahindra First Choice Wheels. 10. Godrej Brand Value: Rs 153.88 billion At No 10 — down one spot from last year — is a company that intends to be 10 times the size it was in 2010. Godrej has been pursuing this vision, to touch the $10 billion mark by 2020 across the extremely diverse businesses that make up the conglomerate from consumer products to real estate. This year, Godrej has been in acquisition mode, acknowledging that its stated targets require both organic and inorganic growth. One of its acquisitions, the US-based Strength of Nature, has a strong global presence and focuses on serving women of African heritage. It's in line with chairman Adi Godrej's stated 3 by 3 strategy: "A presence in emerging markets in Asia, Africa and Latin America through three core categories - hair care, home care and personal care." It also acquired majority stake in Kenya based home and personal care company, Canon Chemicals. These acquisitions bolster its presence in sub-Saharan Africa, where consumer products wing GCPL has annualised revenues of $200 million. In the meantime, GCPL is also making a play for the premium hair colour space in India via Bblunt. Godrej Properties achieved the highest sales in a financial year with booking value of 5,038 crore. 11. Wipro Brand Value: Rs 139.69 billion Some days ago, Wipro CEO Abidali Neemuchwala is known to have issued an internal memo, possibly one of the first ever by any large firm in India's $150 billion outsourcing sector, where engineers who know the emerging programming languages (like Swift, Python) will be better compensated when compared to their brethren with a knowledge of traditional languages like Java. Change is clearly in the air. The company also launched a $100 million corporate venture capital fund that will invest in start-ups with cutting-edge capability. This has been done to fill in any gaps in market or technology presence. Wipro has bet big on the digital business and its capabilities in technology, digital strategy, design and digital architecture, to be a comprehensive digital transformation partner for the entire C-suite. One of the high decibel associations was coming on-board as digital and IT partner for Barclays Premier League club, Chelsea FC in September 2015. Incidentally, its cognitive computing system is called Holmes or heuristics and ontology-based learning machines and TM experiential systems). IBM's cognitive computing system, named after its first CEO Thomas J Watson, is called Watson. While Wipro insists its approach is more collaborative than competitive, we are not so sure 12. Larsen & Toubro Brand Value: Rs 134.89 billion Which other Indian company can stake claim to be behind the world's largest coal gasi?er (exported to China), the world's longest heated and insulated oil pipeline, the world's biggest ethylene oxide reactor for a petrochemical complex (in the Middle East)? That is not all; Larsen & Toubro has also been behind airports in India and the Middle East, metro rail systems for Riyadh, Qatar and major Indian cities amongst many projects. L&T, the $16 billion technology, engineering, construction, projects, manufacturing and ?nancial services conglomerate, has been growing from strength to strength in multiple sectors. Long before CSR became a buzzword, L&T was quietly transforming the lives of the underprivileged - starting with those around its manufacturing facilities. Thus, its chief executive A M Naik recently pledging 75% of his income to philanthropy should not come as a surprise. 13. Bajaj Auto Brand Value: Rs 121.78 billion Bajaj Auto has enjoyed a smooth ride in a difficult year for the industry even as it remains India's largest exporter of motorcycles and three-wheelers. Much in news has been its fuel efficient and emission friendly four-wheeled vehicle, Bajaj Qute, that was first unveiled in 2012. The Qute brand has been exported to 13 markets across the world but is in the midst of an ongoing court case and so unavailable in India. Its global footprint has also been equally robust - 24% in markets where it operates in Latin America, driven by the Pulsar 200NS; and 33 per cent share in the relevant markets of Africa where the Boxer continues to lead motorcycle sales. Bajaj Auto retains rank at No 13. According to managing director Rajiv Bajaj, its domestic sector leadership can be attributed to a strategy of creative differentiation — which has helped in capturing major, often leading, market shares in three categories: (i) the super-sports segment with the KTM and the Pulsar RS 200; (ii) the sports or performance segment with the Pulsars and the Avengers; and (iii) the entry-level segment with the Platina and CT 100. 14. Maruti Suzuki Brand Value: Rs 115.63 billion The ubiquitous car manufacturer has for long been the leader in the Indian auto sector. But over the last year, it's made its most concerted play so far for the more premium end of the market. It started with a bespoke retail channel Nexa for some of its more premium models like S-Cross and Baleno. This year Maruti Suzuki's brand value has increased by 16 per cent compared to the prior year; the highest rise in brand value on the list. In March 2016, Maruti Suzuki launched Vitara Brezza in India, a sub-4 meter SUV, developed over a five year period with a localisation level of 98 per cent. Maruti Suzuki's success is also attributed to bringing to life a philosophy espoused by many carmakers the world over: the quick importing of features associated with premium vehicles to more mid or budget priced cars. For instance, bringing in an automatic transmission model to the Ritz range. In a country where 'kitna deti hai?' (how many km to the litre?) is still a question that most car buyers obsess over, Maruti's smart hybrid, Ciaz claims fuel efficiency of 28.09 km per litre. Couple this with well received advertising and an above average presence and engagement on social media, and Maruti Suzuki's performance surprises exactly nobody. 15. Axis Bank Brand Value: Rs 101.32 billion Getting top Bollywood actress Deepika Padukone as the face of the brand has paid rich dividend for the private sector bank in gaining traction as well as a more recognisable personality. The bank began its operations in 1994 and is already the country's third largest private sector bank. In the Best Indian Brands list, Axis Bank maintains its position. But then the bank is not only about celebrity association or mindless media spends. It is equally pragmatic about staying on top of the technology curve - whether through its loyalty programme or India's first multi-social application launched to enable peer-to- peer transfer of money/recharges through social media platforms like Whatsapp, Facebook and Twitter. Or the most recently introduced augmented reality feature in the mobile banking application, using which the customers can deploy their mobile camera to hunt for dining offers, cash backs, ATM locations and even apartments which are pre-approved for home loans. Sounds familiar? Yes, it is indeed inspired by the chart-buster success of the popular game Pokemon Go. 16. ITC Brand Value: Rs 86.85 billion To be the country's largest cigarette maker and also be one of the respected corporates in sectors as diverse as confectionary to cosmetics and apparel to hotels is indeed a tall order and a leap of faith that the Indian behemoth has managed to get its consumers to take. A journey that YC Deveshwar, the chief executive for 20 years shared and acknowledged in his farewell speech at the AGM recently. The biggest game-changer in this journey has possibly been the strategy to pursue multiple drivers of growth, as against banking solely on the tobacco business in which the company has been very strong. The approach has led to a 17-fold growth in the company's non-cigarette businesses since 1996, registering a net segment revenue of `23,000 crore. The hospitality business of the company has grown to over 100 properties today, from just 12 in 1996. ITC Hotels has emerged the greenest luxury hotel chain in the world. The FMCG businesses, have crafted a vibrant portfolio of around 25 mother brands and have recorded a consumer spend of more than `12,000 crores. Of these, the Aashirvaad brand crossed the `3,000 crore mark, 'Sunfeast' over `2,500 crore while 'Bingo!' and 'Classmate' exceeded `1,000 crore each. 17. HCL Brand Value: Rs 83.33 billion From starting life as a garage start-up to a conglomerate with businesses spanning four verticals, HCL has come a long way. The four verticals include Infosystems, Technologies, Healthcare and TalentCare. It's staffed by over 110,000 employees across 31 countries. HCL has moved up one rank from last year to No 17. The Technologies division covers the entire gamut of solutions and services including infrastructure management, application development, BPO and engineering and R&D services, while Infosystems is the leading distribution and IT services solutions company. The company has recently outlined its modes of growth to enhance value as well as business potential: bringing automation to traditional areas, a focus on cloud services, IoT, security services and lastly a thrust on IP (intellectual property)-oriented products and platforms. In a first of sorts, HCL Technologies tied up with Manchester United to become the football club's official digital transformation partner in September 2015. The company has a formidable global footprint and has been making a few acquisitions as well that include the UK company Point to Point as also the external IT (information technology) business of Sweden's Volvo Group. 18. Hero Brand Value: Rs 82.53 billion Hero MotoCorp has the unique honour of being the Number One two-wheeler company in the world, a distinction it has held for 15 years. The brand is present in 29 countries globally and enjoys a market share of 39% in the domestic two-wheeler market. The brand did go through a makeover, post its transition from Hero Honda to Hero MotoCorp and continues with its leadership position getting the nation to hum the 'Hum Main Hai Hero' ditty. This year, Hero has slipped down a rank to 18. In 2015, it launched two new models Passion Pro and Xtreme Sports as well as two new scooters - the 'Maestro Edge and Duet'; the first products developed by the in-house R&D team. To get a slice of digital commerce, the company tied up with Snapdeal and sold over 100,000 two-wheelers. Sports has been a major pillar for brand-building and it has been associating with a range of properties like the Hockey World League Final, Caribbean Premier League's T20 tournament, as well as the prestigious golf event 'World Challenge', along with the Tiger Woods Foundation, in the Bahamas. 19. ONGC Brand Value: Rs 66.08 billion Oil and Natural Gas Corporation Limited (ONGC), India's largest oil exploration and production company, has retained its brand position at number 19. The brand experienced a 10 per cent drop in its brand value. Even the Olympics did not bring much good news for the oil and gas major. What does the Olympics have to do with ONGC, you ask? At the recently concluded Rio Olympics, there were five representatives sent by the company. Historically, ONGC has been betting big on sports - it presently has 179 active sportspersons and 159 players on scholarships, spread over 23 game disciplines. Out of them, 93 sportspersons are international players. A Government of India entity founded in 1956, ONGC has a unique distinction of being a company with in-house service capabilities in all areas of exploration and production of oil and gas and related oil-field services. The company owns and operates more than 26,600 kilometres of pipelines in India, including sub-sea pipelines - no other company in India is said to be operating even 50 per cent of this route length. It has recently launched a `100 crore startup fund on its Diamond Jubilee year to foster, nurture and incubate new ideas related to oil and gas sector. The company hopes to promote entrepreneurship among younger Indians creating an ecosystem that is conducive for growth of startups in the oil and gas sector. 20. Asian Paints Brand Value: Rs 58.14 billion Asian Paints makes it to at least one more prestigious list this year, besides this one. It's also features in Forbes' list of the World's Most Innovative companies at No 18, sharing space in the Top 20 with firms like Tesla Motors and Netflix. A market leader since 1967, Asian Paints remains double the size of any competitor. Even as the paints business grows at a healthy clip, Asian Paints acquisitions indicate it intends becoming a one-stop brand for all home decor solutions. It acquired Sleek kitchen solutions in 2013 and Ess Ess bathroom fittings a year later. It registered a 17.9 per cent growth in consolidated net profit for the quarter ended June 2016. In a regulatory filing, managing director and CEO, KBS Anand pointed to the double digit growth for the decorative paints business and good growth in Nepal, Fiji and UAE bolstering its international business. |
| Country | India , Southern Asia |
| Industry | Financial Services |
| Entry Date | 03 Sep 2016 |
| Source | http://economictimes.indiatimes.com/magazines/brand-equity/best-of-the-best-top-20-brands-and-their-report-card/articleshow/53929608.cms |
