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Interbrand’s Best Indian Brands 2023 Rankings: TCS, Reliance Industries Take the Lead

FMCG sector led with a 25% CAGR, followed by Home Building & Infrastructure at 17% and Technology at 14% as the fastest-growing sectors in the last decade.

Priyanka Kesarwani by Priyanka Kesarwani
June 1, 2023
in What’s Buzzing
A A

The report emphasizes the lasting impact of brands in fostering economic growth and generating long-term value. Amidst the dominant presence of technology, these brands exemplify a steadfast dedication to excellence and a strategic vision that has propelled them to the forefront of India’s business landscape.

In the recently published rankings by Interbrand, TCS emerged as the front runner among India’s most valuable brands, boasting a remarkable brand worth of INR 1,095,766.

Securing the second position on the 2023 rankings, Reliance Industries, a prominent player in the diversified sector, achieved a notable brand value of INR 653,208.

Based on the report, the FMCG sector exhibited the most significant growth over the past decade, registering an impressive compound annual growth rate (CAGR) of 25 percent. Following closely behind were the home building and infrastructure sector, which witnessed a 17 percent CAGR, and the technology sector, with a notable growth rate of 14 percent. These sectors emerged as the fastest-growing segments in the past ten years.

As per the report, the home building and infrastructure sector showcased an impressive surge in growth, witnessing a remarkable increase from INR 69 billion to INR 344 billion over the past decade. Additionally, the technology sector experienced substantial expansion, with its value soaring from INR 693 billion to INR 2.5 trillion during the same time period.

According to the report, the technology sector has emerged as the front runner in terms of its contribution to the overall table value over the past ten years, surpassing the diversified industries. The sector has also secured prominent positions within the top five rankings.

The report highlights that the financial services sector continues to lead with the highest number of brands, with a total of nine representatives in the table. However, it is noteworthy that the home building and infrastructure sector has experienced a remarkable ascent, with seven brands making their entry onto the list since 2014.

Furthermore, the report mentions that the combined contribution of the top five brands amounts to 40 percent of the overall value of the table.

In a notable development, this year marks the first time in the past decade that three technology brands, namely TCS, Infosys, and Jio, have secured positions in the top five. Additionally, the top ten brands featured in the table have achieved remarkable scores across three critical brand strength factors identified by Interbrand: trust, distinctiveness, and empathy.

As per the report, the collective brand value of the top ten brands reaches a substantial INR 4,949,920 million, surpassing the combined value of the remaining 40 brands on the list, which totals INR 3,360,137 million.

The rankings for 2023 unveil the following brands at the forefront

Rank 2023 Brand Sector Brand Value (INR Millions) 10 year change
1 TCS Technology 1,095,766 153%
2 Reliance Industries Diversified 653,208 121%
3 Infosys Technology 533,238 197%
4 HDFC Financial Services 502,910 224%
5 Jio Technology 490,273 NEW
6 Airtel Telecommunications 465,535 58%
7 LIC Financial Services 337,920 73%
8 Mahindra Diversified 311,364 155%
9 State Bank Of India Financial Services 300,552 65%
10 ICICI Financial Services 259,153 113%

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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