Parle, the biscuit brand owned by Parle Products, continues to be India’s top FMCG brand, according to the latest edition of Brand Footprint, Kantar Worldpanel’s annual ranking of the most chosen consumer brands in India. In fact, seven of the top 10 brands are owned by homegrown companies.
The Brand Footprint study ranks brands on the basis of their consumer reach points, or CRPs, a composite metric that combines how many households are buying a brand (penetration) and how often (frequency of purchase). “Growth is largely driven by food brands since the frequency of essentials such as milk are significantly higher. Big brands continue to do well and inflation is expected to grow CRPs even further,” said K Ramakrishnan, managing director, South Asia, Kantar Worldpanel.
Nearly 70% of the brands grew CRPs last year. “As a result, CRP grew just 9% now compared to 3% growth a year ago,” Ramakrishnan added.
Out of nearly 400 brands, Parle with 6531 million CRP has been on the top since the launch of its brand footprint a decade ago followed by dairy brand Amul that had CRP of 5561 million. Both these brands gained 14% and 9% each. Hindustan Unilever‘s shampoo brand Clinic Plus was the only non-food exception in the top five brands. HUL‘s Vim also topped the rankings for the brand which gained the most shoppers followed by Balaji Wafers.
All big brands grew their CRPs while only 66% small brands expanded the number, signaling aggressive push by larger brands and consumers affinity towards established brands even during inflationary pressures.