Challenger brands storm the bastion

Tata holds on to number one position, 20 new brands enter the list; Titan, Shoppers Stop, SpiceJet drop off

The landscape of Indian brands is changing. The UK-based Brand Finance's Top 100 list for 2015 released today sees the emergence 20 new challenger brands that could threaten the domination of the old guard. Names such as Essar, United Spirits, Berger Paints, Micromax, Future Retail, Voltas and Flipkart have all broken into the Top 100 list for the very first time, some of them even making it to the Top 50. And there are some more shocks in store: Titan from the Tata group, Havells, Spicejet, Shoppers Stop, Dish TV and Apollo Hospitals are no longer on the list.

Take a look at the challengers: Essar, is ranked eleventh with a value of $2.74 billion (or Rs 16,440 crore), while United Spirits for all its woes has a twenty-second rank on the list with a value of $1.33 billion (or Rs 7,980 crore). Marico and Future Retail have some miles to go in terms of brand value, standing at $725 million (or Rs 4,350 crore) and $493 million (or Rs 2,958 crore) respectively. According to Brand Finance India's Ajimon Francis, "There is increasing competition for places in the Top 100. Emerging sectors like e-commerce, telecommunications, technology companies, banking services are particularly competitive. Staying in the premier league of brands will require a world beating product or service, differentiation and a strong vision and mission, including a strong ethical stance. Royal Enfield, Flipkart, Micromax and Sun Pharma are all potentially world beating powerhouse brands."

While the 2015 list has thrown up new names it has also seen some brands slide down the scale quite sharply. GMR, the Bengaluru based infrastructure major has, for instance, slipped. From being ranked at 59 in 2014 it has slid to 97 in 2015, its brand value falling by 32 per cent. Jet Airways, that once ruled the Indian skies, has dropped from 34 to 69 and has had its total value shaved off by 37 per cent. Reliance Communications that was ranked 16 on the list last year is now 27 with its value coming down by 21 per cent. Taj, from the Tata group, has takena beating too. It was ranked 54 on the list last year but has come down to 68 in 2015, dropping more than 10 places, even though its brand value has increased marginally by 36 per cent. Interestingly Parle which was recently named as India's most chosen FMCG brand by IMRB-Kantar drops three places from last year to land at 42 on this list.

The country's largest business house the Tatas continue to be India's best loved brand. The Mumbai-based conglomerate has retained its top spot, a trend that has been seen for a few years now even though it now has to contend with a number of young (and old) companies snapping at its heels.

The consolation for the Tatas, according to the Brand Finance study, is that it leads by a tall margin, $15.38 billion (or Rs 92,280 crore) in the 2015 list. The valuation firm says that this is the first time that the Tata brand has touched the $15-billion-mark. The second entrant on the list - State Bank of India - is less than half of Tata's value at $6.53 billion (or Rs 39,180 crore). LIC, Airtel and Reliance - the third, fourth and fifth ranked Indian brands - are even lower in terms of value. LIC's brand value, for instance, is $4.92 billion (or Rs 29,520 crore), Airtel's, $4.52 billion(or Rs 27,120 crore), and Reliance's value stands at $3.66 billion (or Rs 21,960 crore) respectively. Among the big changes in the top 10 is the drop in ONGC's brand value. It fell four places from sixth position last year to 10 this year. Its brand value has come down by 12 per cent.

Several brands have dropped off. Shoppers Stop, Dish TV, Titan, Apollo Hospitals and Havells have not managed a place on the list this year. The Brand Finance India 100, released on Thursday, is an annual study conducted by brand valuation consultancy Brand Finance.