Dell Laptops has retained its position as the number one brand in the 11th edition of TRA’s Most Desired Brands Report 2025. This marks the fifth consecutive year that Dell has led the rankings. Apple iPhone and Titan Watches have maintained their second and third positions respectively, mirroring last year’s results.
The report is based on interviews with over 2,500 consumer influencers across 16 cities. TRA’s annual Brand Desire rankings reflect shifts in consumer preferences in India.
"Desire is the invisible force that pulls consumers closer to brands, often before logic even joins the conversation. It is not created—it is evoked, often from a deep well of emotional resonance, trust, and aspiration. In a crowded marketplace, where information is abundant but attention is scarce, brands that spark desire don’t just compete - they captivate. They become symbols of identity, achievement, and affinity. This year, as we unveil the 11th edition of India’s Most Desired Brands, we decode this powerful undercurrent of human behaviour, revealing the brands that have earned more than just mindshare; they’ve won heartshare," said N. Chandramouli, CEO, TRA Research.
The top five brands in the 2025 report are Dell Laptops (#1), Apple iPhone (#2), Titan Watches (#3), MI (#4), and Tanishq (#5). MI rose 19 places from 23rd last year, while Tanishq moved up 8 ranks.
LIC dropped five ranks to #10, and Honda Motorcycles fell to #11. Sony dropped 8 places to #12. D Mart and Flipkart moved up thirteen and eight ranks respectively, reaching #13 and #14. Nivea rose 14 places to #15, and Allen Solly climbed 24 places to #20.
The rankings show the continued presence of FMCG, digital, automobile, and technology sectors in top positions. Brands such as Samsung, LG, and Amazon remain within the top 50. The report also notes the entry of newer brands in response to changing consumer behaviour.
Among categories with the highest number of brands in the top list were Diversified (19 brands), Air Conditioners (18), Televisions (17), Mobile Phones (16), Deodorants/Perfumes (13), Four-Wheeler Manufacturers (12), and Laptops (12).
Brands that saw significant upward movement include Livon - Hair Serum (up 1,989 places to rank 465), NYKAA Fashion - Online Fashion Retailer (up 1,850 places to rank 443), Boroplus - Antiseptic Cream – Ayurvedic (up 1,758 places to rank 529), Reliance – Diversified (up 1,750 places to rank 324), VISA - Credit Card Network (up 1,698 places to rank 514), Tang - Powdered Drink (up 1,631 places to rank 666), Ajanta - Wall Clocks (up 1,630 places to rank 669), TTK Prestige – Cookware (up 1,597 places to rank 480), Voltas Beko – Refrigerators (up 1,565 places to rank 735), and Zandu Balm - Pain Relief (up 1,508 places to rank 343).
Brands that recorded notable declines include Van Heusen – Formalwear (down 825 places to rank 982), Lakme – Skincare (down 592 places to rank 965), KIA - SUV Manufacturer (down 568 places to rank 961), FILA - Footwear Active (down 558 places to rank 918), Christian Dior - Branded Fashion – Luxury (down 554 places to rank 877), Hindustan Unilever – Diversified (down 541 places to rank 897), Navratna Cool - Hair Oil Brand – Ayurvedic (down 534 places to rank 937), Kellogg’s - Breakfast Cereal (down 527 places to rank 841), Bharti AXA - General Insurance – Private (down 522 places to rank 962), and Tata Safari - SUV – Brand (down 522 places to rank 605).
The report reflects shifts in consumer sentiment and increased competition across multiple sectors.
