Mumbai: Dell Laptops has once again reaffirmed its dominance as India’s most aspirational technology brand, securing the #1 spot for the fifth consecutive year in TRA’s 11th edition of the Most Desired Brands Report 2025. The rankings, derived from extensive interviews with over 2,500 consumer influencers across 16 cities, provide a unique lens into the evolving affinities and aspirations driving India’s consumer choices.
Apple iPhone and Titan Watches held steady at #2 and #3 respectively, reflecting enduring consumer trust and admiration. Meanwhile, MI catapulted 19 ranks to land at #4, making one of the sharpest upward movements in this year’s rankings. Tanishq also climbed eight positions to secure #5, cementing its leadership in the jewellery category.
Commenting on the findings, N. Chandramouli, CEO, TRA Research, said, “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.”
Among the top performers, D Mart and Flipkart rose significantly, gaining thirteen and eight ranks to #13 and #14 respectively. Nivea, Nike, and Allen Solly also continued their upward momentum, with Allen Solly making an impressive leap of 24 places to #20.
The report also highlights notable declines: LIC dropped five spots to #10, Honda Motorcycles slipped to #11, and Sony fell eight ranks to #12. Other household names such as Van Heusen, Lakme, KIA, and Christian Dior also experienced significant downward shifts, reflecting increasing volatility in consumer sentiment.
This year’s ranking underscores the strength of consumer-centric sectors like FMCG, Digital, Automobiles, and Technology, with Samsung, LG, and Amazon demonstrating strong resilience in a competitive landscape. Diversified categories such as air conditioners, televisions, mobile phones, deodorants/perfumes, four-wheelers, and laptops emerged as the most crowded, representing the fiercest battlegrounds for consumer preference.
Some of the biggest gainers in MDB 2025 include Livon Hair Serum (up 1989 ranks), Nykaa Fashion (up 1850 ranks), Boroplus Antiseptic Cream (up 1758 ranks), and Reliance Diversified (up 1750 ranks). These leaps signal rising relevance and stronger brand connections in their categories.
At the same time, the report flags the growing importance of authenticity, innovation, and emotional resonance in consumer-brand relationships. With heritage brands facing competitive headwinds and newer players scaling fast, India’s consumer market continues to reflect dynamism, aspiration, and rapid evolution.
TRA’s Most Desired Brands Report 2025 not only maps preference but also captures the undercurrent of desire—shaping the way brands evolve and compete in India’s ever-changing consumer landscape.
