Patanjali pips Hindustan Unilever to become India's most attractive FMCG brand 2016

Baba Ramdev’s Patanjali, which debuted in 2015 has secured the first place to become India’s most attractive brand in 2016 in FMCG-diversified sub-category, according to a study titled ‘India’s Most Attractive Brand 2016’, carried out by Trust Research Advisory (TRA), a brand intelligence and data insights company.
The study ranks 1,000 brands across 276 categories.
Ranked at 371, Patanjali has topped this year’s FMCG list with a whopping 45 per cent gap with Hindustan Unilever (HUL), which secured the second spot this year. Behind Patanjali and Hindustan Unilever in this category are, Nirma, Emami and Procter and Gamble.
Read: Patanjali’s Acharya Balakrishna enters India’s rich club with Rs 25,600 crore
The study comes just two months after the Hurun India Rich List was released, which named Patanjali Ayurved’s CEO, Acharya Balakrishna the richest new individual in the FMCG sector with wealth amounting to Rs 25,600 crore.
Launched in 2015, Patanjali Ayurved took the market by storm giving major FMCG, and consumer goods companies – like HUL, Dabur, Colgate Palmolive et al – a run for their money. It has registered a turnover of Rs 5,000 crore and expects to hit Rs 10,000 crore in 2017.
In the food and beverage (F&B) category, Amul has been adjudged as India’s most attractive food and beverage (F&B) brand out of a total of 156 brands listed in the Super Category.
Amul climbed 31 ranks over last year and rose to become India’s 32nd most attractive brand this year, leapfrogging several top F&B brands namely Pepsi, Nestle, Britannia and Coca-Cola. In the category of ‘dairy products’ under F&B, Amul leads by a wide margin, the other brands that made it to the list are Mother Dairy (all-India 264th rank) and Aavin Dairy (all-India 351st rank).
Consumer electronics giant LG has taken the crown of India’s most attractive brand in this 2016 study. The South Korea-based Consumer Electronics giant has taken the 1st rank, moving up from 2nd place last year.
Sony ranks 2nd, followed by the two-time reigning champion from the previous reports, Samsung Mobiles, ranking 3rd. Honda makes an entrance at the 4th position. Samsung, in the durables category, leaped from rank 87 in 2015 to rank 5 this time round.
Bajaj (6th) is the highest placed wholly-Indian conglomerate, closely followed by Tata which has slipped to seventh rank from the fourth position in 2015. While Tata has slipped three ranks, it doesn’t have any connection with the current situation since the ranking were done prior to October 24, when Cyrus Mistry was ousted as the chairman of Tata group.
Overall, the food and beverages category is the leading contributor to this year’s list with 156 names, followed by FMCG (126), automobile (77), apparel (57) and BFSI (52). Colgate (19; FMCG), Amul (32; food and beverages), Bata (12; personal accessories) and Airtel (9; telecom) are some of the key category leaders.
India’s Most Attractive Brands 2016 Report, the third in the series, is the result of a primary research-based on the proprietary 36 Traits of Attractiveness Matrix. This year’s research was conducted among 2,338 consumer-influencers across 16 cities, and generated nearly 5 million data points and 10,000 brands, making it the most intensive study on Brand Attractiveness across the globe.