Tata Salt is most trusted food brand
February 15, 2006

Tata Salt has retained the No1 position as the most trusted food brand in India for the third year in a row!

The findings of the fifth Brand Equity survey of India's most trusted brands are out. Tata Salt has retained the No1 position as the most trusted food brand in India for the third year in a row! In the overall brands, Tata Salt also maintained the No 5 position, just behind Ponds, Dettol, Lux and Colgate.

A delighted Satish Sohoni, COO, Food Additives Business, Tata Chemicals, said, "It has been our endeavour to provide the best and the purest products to our consumers. This ranking is based on the consumers' brand experience and satisfaction in the category and I think it is only fair to say that over a period we have sustained our brand leadership in a consistent manner by teamwork and continuously focussing on the consumer and his needs."

The Most Trusted Brands survey aims to identify the brands that bond the best with consumers. These are brands that consumers believe provide quality and reassurance. Conducted by the agency AC Nielsen ORG-MARG, the survey is the largest of its kind in India, with a sample of over 7,000 distributed across socioeconomic class, age, income and geography.

A total of 275 brands (196 consumer and 79 service brands) were evaluated on relatedness (does it evoke a feeling of warmth / friendliness?), perceived popularity (is it known, recognised and accepted by a wide array of consumers?), Quality connotation (what does it stand for in the quality of its product?), distinctiveness / uniqueness of what it stands for, value for money that it offers (does it strike a chord with the consumer?) and repurchase intent (how deeply is the brand ingrained?).