TN brands give national players run for money

As many as 44 local brands found a place of pride in a list of 1,000 most attractive brands from 16 cities across India. The study, released by TRA Research saw TVS Motor Company, ranked 38, right on the top of the pyramid followed by MRF at 112 and Medimix at 167. 

N Chandramouli, CEO, TRA Research, says, “Tamil Nadu in general, and Chennai particularly, have been the hotbed of several highly successful conglomerates in the country. In keeping with the enthusiastic and determined ethos of the state, around 44 brands from this region have found a place in the listings. Among the 14 Chennai-based brands that appear in the top 300 listings, the average climb in rankings is 87 positions, which is a remarkable feat. Brands based out of Chennai exude dependability and trust, which give it a higher attractiveness quotient.” 

Apart from old timers who have established a national presence many decades ago, there are also localised brands in TN, who are holding their turf here, not allowing anybody else to make a dent in their markets. 

Speaking about the traits of TNbased brands, that have grown from strength to strength, he tells us, “The brands that did find a place in the study form an eclectic group of industries. One of the most salient features of these brands is that they are highly localised niche brands, but they make it to the top 1,000 brands of India. It shows the kind of impact that even state-led brands have on the national consciousness.” 

He adds, “Take for instance, a brand like Aachi, is a name to be reckoned with, when it comes to condiments in the state. It is now being spoken of in the same breath as a brand like MDH, which is a very high advertising decibel brand.” Chandramouli goes on to quote the example of Medimix, which according to him has a big footprint nationally for many decades. He elaborates, “In an environment that is rife with competition from bigwigs such as Dabur, Patanjali and Himalaya Herbals, Medimix is still seen as very strong herbal brand. I think it’s quite a remarkable achievement for localised brands to be recognised on a national list”. 

Keenness to buy or Buying Propensity is a very important aspect of brand identity. This quotient is determined by the element of trust and attractiveness. The TRA study on brand attractiveness was focused on understanding the magnetic pull that big brands exerted on their customers.