In a market where price sensitivity and quality perception go hand in hand, a new report from YouGov BrandIndex highlights the brands that urban Indian consumers believe offer the best value for money. The rankings, based on consumer perception, provide insights into how brands across industries are evaluated in terms of affordability and quality.

The best value brands in India (2025)

Amazon tops the list with a score of 56.5, followed closely by Flipkart at 53.0 and Amul at 52.8. These rankings reflect strong consumer trust in e-commerce and household staples, reinforcing their position as go-to brands for affordability and reliability.

Other brands in the top 10 include Tanishq (48.4), MakeMyTrip (45.4), Kalyan Jewellers (43.0), Zomato (41.2), Samsung (39.9), Tata Motors (39.8), and Tata Tea (38.2). The presence of jewellery brands such as Tanishq and Kalyan Jewellers indicates that value perception is not just about low prices but also about brand trust and product quality.

The most improved brands

While Amazon and Flipkart continue to lead, some brands have seen a notable improvement in their perceived value. EaseMyTrip recorded the highest improvement with a 5.8-point increase, followed by MakeMyTrip (+4.7) and Amazon Fresh (+4.7). This suggests that travel and grocery delivery platforms are increasingly being viewed as offering better deals and more competitive pricing.

How Men and Women Perceive Value Differently

The report also delves into gender-based differences in value perception. While both men and women rank Amazon, Flipkart, and Amul highly, some distinctions emerge:

Men include Tata Motors (45.5) and Air India (41.2) among their top 10 choices, suggesting a stronger emphasis on automobiles and national carriers.

Women, on the other hand, favor Swiggy (38.0) and Malabar Gold & Diamonds (36.9), reflecting a preference for convenience-based services and jewellery.

Value perception by City Tier

Geographic differences also play a role in brand perception.

Tier 1 cities see Amazon, Amul, Tanishq, Flipkart, and MakeMyTrip as top value brands.

Tier 2 cities favor Amul, Amazon, and Tanishq the most.

Tier 3 cities prioritise Flipkart, Amazon, and Amul, indicating a stronger reliance on e-commerce in areas where offline retail may be less developed.

Best and worst brands by sector

The report also examines value perception across different industries:

Airlines: Air India (38.2) and IndiGo (36.0) are perceived as offering the best value, while China Southern Airlines (0.8) and Scoot (1.0) receive the lowest ratings.

Consumer Electronics: Samsung (39.9) leads, while Alienware (2.1) and Electrolux (3.5) rank among the worst.

Automobiles: Tata Motors (39.8) and Maruti Suzuki (33.3) are seen as the best value brands, while Datsun (3.2) and Triumph (3.3) perform poorly.

General Insurance: SBI General Insurance (25.7) and Tata AIG (18.7) lead, while COCO by DHFL (1.4) and Universal Sompo (2.0) fare the worst.

Travel Booking Platforms: MakeMyTrip (45.4) is the leader, whereas GuestHouser (1.2) and Travelguru (4.5) lag behind.

The best and worst e-commerce brands

The e-commerce sector, a major battleground for price competition, sees Amazon (56.5) and Flipkart (53.0) at the top, reaffirming their dominance. However, at the lower end, platforms like Shopclues (0.3) and Snapdeal (1.7) struggle with consumer perception regarding value for money.

Consumer Insights and Trends

Several key insights emerge from the data:

57% of urban Indians prefer buying from well-known brands, indicating that brand reputation plays a crucial role in perceived value.

64% believe that comprehensive insurance coverage is essential, showing that consumers prioritize security over just cost.

57% of urban Indian shoppers prioritize the lowest prices when making purchases,reinforcing the continued focus on affordability.

The takeaway

The YouGov BrandIndex rankings highlight a key trend in Indian consumer behavior: value perception is shaped by a combination of price, quality, and brand trust. E-commerce giants like Amazon and Flipkart remain the frontrunners, while household names such as Amul and Tata continue to command strong loyalty. Meanwhile, travel and jewellery brands are increasingly seen as offering good value, reflecting changing spending patterns.

As brands compete for consumer trust and market share, the ability to strike the right balance between affordability and quality will determine their position in India’s dynamic retail landscape.