Dell has retained its spot as the most desired brand in 2025 for the fifth consecutive year, as per the latest edition of TRA Research’s Most Desired Brands. Apple‘s iPhone and Titan have also maintained their position, ranking second and third, respectively. At number four are Xiaomi’s smartphones, which have jumped 19 ranks from the 23rd position last year. Tanishq jumped up eight spots from last year to reach the fifth spot.
Brands featured
Other brands to feature in the top 10 are Amazon, BoAT (which moved up from #52 last year), Acer, Godrej Interio and LIC. Acer showed the most impressive leap, moving 205 ranks up from #213 in 2024. Other brands that moved up the list this year include D Mart (13), Flipkart (14), Nivea (15) and Allen Solly (20). LIC saw a significant decline, dropping from the fifth spot last year to reach 10, while Honda Motorcycles fell five ranks to reach 11. The rankings are based on interviews with over 2,500 consumer influencers across 16 cities, capturing trends in India’s evolving consumer behaviour. The report highlights the continued dominance of consumer-centric sectors such as FMCG, digital, automobile, and technology. Brands such as Samsung, LG, and Amazon remain competitive amid growing consumer choice.
Category-wise, the brands that attracted the most consumer attention were air conditioners (18), televisions (17), mobile phones (16), perfume brands (13), four-wheelers (12) and laptops (12).
“Desire is the invisible force that pulls consumers closer to brands. 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,” said N. Chandramouli, CEO, TRA Research.
The top 50 brands also highlight the emergence of new aspirational brands and a competitive churn that reflects changing consumer priorities. Among the brands that showed upward movement this year are Nike, Nykaa Fashion, Boroplus, Reliance, VISA, Tang, Voltas Beko and Zandu Balm. Brands that showed declines this year include Hindustan Unilever, Van Heusen, Lakme skincare, KIA, FILA, Kellogg’s and Bharti AXA Insurance. The report surveys over 900 brands across categories.
Top 10 most desirable brands
| Rank | Brand | Rank in 2024 |
| 1 | Dell | 1 |
| 2 | Apple iPhone | 2 |
| 3 | Titan | 3 |
| 4 | Xiaomi smartphones | 23 |
| 5 | Tanishq | 13 |
| 6 | Amazon | 9 |
| 7 | BoAT | 52 |
| 8 | Acer | 213 |
| 9 | Godrej Interio | 24 |
| 10 | LIC | 5 |