India

Brand Simplicity Index

2.
Samsung

Rank change from 2013:

+1

Brand Simplicity Score:

875

Industry:

Electronics


Respondents praise Samsung for its user-friendly products, calling the brand “simple and elegant.” As the region’s long-time market leader in smartphones, Samsung has developed a reputation for clear communications and quick and reliable service.

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3.
The Times of India

Rank change from 2013:

+1

Brand Simplicity Score:

845

Industry:

Media


Launched in 1838, the Times of India has managed not only to survive but thrive across three centuries—thanks in no small part to its straightforward approach to delivering the news. With its wide circulation, user-friendly website and helpful apps, respondents say the publication “can be found easily, both online and offline,” and offers useful stories in simple language.

4.
Nokia

Rank change from 2013:

-3

Brand Simplicity Score:

841

Industry:

Electronics


Nokia remains firmly in the Top 10, with products that respondents say are “very simple for people of all ages” and customer service that provides “easy help when in need.” Changes are on the horizon for the communications and IT brand, whose Devices and Services business was recently acquired by Microsoft. Whether that simplifies or complicates brand perceptions remains to be seen.

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6.
Microsoft

Rank change from 2013:

+12

Brand Simplicity Score:

830

Industry:

Electronics


Microsoft has big plans for India, whose booming youth population is paving the way for growth in the brand’s smartphone business. The brand, up 12 spots on the Simplicity Index, is already a favorite among respondents who say the company’s communications are “clear and to the point,” matching expectations and garnering trust.

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8.
Sony

Rank change from 2013:

0

Brand Simplicity Score:

814

Industry:

Electronics


Sony, holding strong at #8, is thriving in India—it’s the #2 phone manufacturer in the country, with a growth rate exceeding that of Apple. Respondents say Sony’s messaging is clear, its approach “customer-centric,” and products “technically superior.”

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9.
Dell

Rank change from 2013:

+27

Brand Simplicity Score:

814

Industry:

Electronics


Dell has moved up 27 places to #9 on the India Simplicity Index. Respondents view the company as a trusted brand in the world of electronics, with customer service that solves problems in a “fast and efficient manner.” It has also regained the top spot in India’s PC market and is increasing its brick-and-mortar presence in the region.

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10.
Canon

Rank change from 2013:

+13

Brand Simplicity Score:

808

Industry:

Electronics


Respondents say Canon is “the ultimate experience” in cameras. Known for its “best-in-class,” user-friendly equipment, the brand is planning to more than double its retail store presence in India by the end of 2015. The move is critical to customer accessibility as Canon brings online sales to an end to prevent unauthorized transactions.

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11.
airtel

Rank change from 2013:

+22

Brand Simplicity Score:

801

Industry:

Telecom/Cell phone

12.
eBay

Rank change from 2013:

+47

Brand Simplicity Score:

797

Industry:

Internet retail

13.
HP

Rank change from 2013:

+9

Brand Simplicity Score:

790

Industry:

Electronics

14.
Apple

Rank change from 2013:

-3

Brand Simplicity Score:

779

Industry:

Electronics

15.
Snapdeal.com

Rank change from 2013:

+49

Brand Simplicity Score:

761

Industry:

Internet retail

16.
Levi’s

Rank change from 2013:

+30

Brand Simplicity Score:

759

Industry:

Retail/Fashion

17.
Maruti Suzuki

Rank change from 2013:

+15

Brand Simplicity Score:

758

Industry:

Automotive

18.
Pizza Hut

Rank change from 2013:

+11

Brand Simplicity Score:

753

Industry:

Restaurants

19.
Bata

Rank change from 2013:

+25

Brand Simplicity Score:

752

Industry:

Internet retail

20.
Domino’s

Rank change from 2013:

-4

Brand Simplicity Score:

750

Industry:

Restaurants

21.
Big Bazaar

Rank change from 2013:

-4

Brand Simplicity Score:

749

Industry:

Retail/General

22.
Skype

Rank change from 2013:

-10

Brand Simplicity Score:

748

Industry:

Telecom/Cell phone

23.
Nike

Rank change from 2013:

+8

Brand Simplicity Score:

744

Industry:

Fitness

24.
Philips

Rank change from 2013:

-19

Brand Simplicity Score:

742

Industry:

Electronics

25.
State Bank of India

Rank change from 2013:

+14

Brand Simplicity Score:

740

Industry:

Banks/Retail

26.
Vodafone

Rank change from 2013:

-13

Brand Simplicity Score:

739

Industry:

Telecom/Cell phone

27.
Tata Sky

Rank change from 2013:

-6

Brand Simplicity Score:

735

Industry:

Telecom/Cable

28.
Haldiram

Rank change from 2013:

-3

Brand Simplicity Score:

731

Industry:

Restaurants

29.
Adidas

Rank change from 2013:

+21

Brand Simplicity Score:

730

Industry:

Fitness

30.
Lakme

Rank change from 2013:

+13

Brand Simplicity Score:

723

Industry:

Retail/Health and beauty

31.
LG

Rank change from 2013:

-3

Brand Simplicity Score:

718

Industry:

Electronics


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32.
Godrej

Rank change from 2013:

+15

Brand Simplicity Score:

717

Industry:

Appliances

33.
ICICI Bank

Rank change from 2013:

+18

Brand Simplicity Score:

715

Industry:

Banks/Retail

34.
Tata DoCoMo

Rank change from 2013:

+1

Brand Simplicity Score:

713

Industry:

Telecom/Cell phone

35.
Cafe Coffee Day

Rank change from 2013:

+5

Brand Simplicity Score:

707

Industry:

Restaurants

36.
McDonald’s

Rank change from 2013:

-29

Brand Simplicity Score:

704

Industry:

Restaurants

37.
Bank of India

Rank change from 2013:

+28

Brand Simplicity Score:

702

Industry:

Banks/Retail

38.
MakeMyTrip

Rank change from 2013:

+10

Brand Simplicity Score:

700

Industry:

Travel/Booking

40.
HDFC Bank

Rank change from 2013:

+22

Brand Simplicity Score:

697

Industry:

Banks/Retail

41.
Reliance Grocery

Rank change from 2013:

+28

Brand Simplicity Score:

692

Industry:

Retail/Grocery

42.
Peter England

Rank change from 2013:

+36

Brand Simplicity Score:

692

Industry:

Retail/Fashion

43.
Spencers

Rank change from 2013:

+46

Brand Simplicity Score:

688

Industry:

Retail/General

44.
Pantaloons

Rank change from 2013:

+8

Brand Simplicity Score:

685

Industry:

Retail/General

45.
Reebok

Rank change from 2013:

-25

Brand Simplicity Score:

683

Industry:

Fitness

46.
Yatra

Rank change from 2013:

+8

Brand Simplicity Score:

678

Industry:

Travel/Booking

47.
Himalaya Healthcare

Rank change from 2013:

-5

Brand Simplicity Score:

674

Industry:

Retail/Health and beauty

48.
Toyota

Rank change from 2013:

-7

Brand Simplicity Score:

673

Industry:

Automotive

49.
The Hindu

Rank change from 2013:

-11

Brand Simplicity Score:

670

Industry:

Media

50.
Shoppers Stop

Rank change from 2013:

+20

Brand Simplicity Score:

666

Industry:

Internet retail

51.
Cleartrip

Rank change from 2013:

+4

Brand Simplicity Score:

662

Industry:

Travel/Booking

52.
Lifestyle

Rank change from 2013:

+6

Brand Simplicity Score:

659

Industry:

Retail/General

53.
Haier

Rank change from 2013:

+35

Brand Simplicity Score:

659

Industry:

Appliances


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54.
Panasonic

Rank change from 2013:

-40

Brand Simplicity Score:

658

Industry:

Electronics

55.
Megamart

Rank change from 2013:

+19

Brand Simplicity Score:

644

Industry:

Retail/General

56.
Volkswagen

Rank change from 2013:

+23

Brand Simplicity Score:

640

Industry:

Automotive

57.
Lee

Rank change from 2013:

+9

Brand Simplicity Score:

637

Industry:

Retail/Fashion

58.
Hero (Honda)

Rank change from 2013:

-49

Brand Simplicity Score:

637

Industry:

Automotive

59.
Tata Motors

Rank change from 2013:

-25

Brand Simplicity Score:

636

Industry:

Automotive

60.
Croma

Rank change from 2013:

-4

Brand Simplicity Score:

636

Industry:

Retail/General

61.
Videocon

Rank change from 2013:

-24

Brand Simplicity Score:

630

Industry:

Electronics

62.
Groupon

Rank change from 2013:

+52

Brand Simplicity Score:

627

Industry:

Internet retail

63.
Expedia

Rank change from 2013:

+17

Brand Simplicity Score:

625

Industry:

Travel/Booking

66.
Westside

Rank change from 2013:

+15

Brand Simplicity Score:

616

Industry:

Retail/General

67.
ITC

Rank change from 2013:

+8

Brand Simplicity Score:

613

Industry:

Retail/Health and beauty

68.
TVS Motors

Rank change from 2013:

-15

Brand Simplicity Score:

611

Industry:

Automotive

69.
FedEx

Rank change from 2013:

+14

Brand Simplicity Score:

610

Industry:

Shipping/Mail

70.
Taj

Rank change from 2013:

+14

Brand Simplicity Score:

608

Industry:

Travel/Hotels

71.
Onida

Rank change from 2013:

-3

Brand Simplicity Score:

608

Industry:

Electronics

72.
Barista

Rank change from 2013:

+1

Brand Simplicity Score:

601

Industry:

Restaurants

73.
Travelguru

Rank change from 2013:

-1

Brand Simplicity Score:

597

Industry:

Travel/Booking

74.
Hyatt

Rank change from 2013:

+26

Brand Simplicity Score:

592

Industry:

Travel/Hotels

75.
BlackBerry

Rank change from 2013:

+15

Brand Simplicity Score:

592

Industry:

Electronics

76.
BSNL

Rank change from 2013:

0

Brand Simplicity Score:

585

Industry:

Telecom/Cell phone

77.
Bajaj Auto

Rank change from 2013:

-17

Brand Simplicity Score:

583

Industry:

Automotive

78.
DHL

Rank change from 2013:

+31

Brand Simplicity Score:

580

Industry:

Shipping/Mail

79.
Jet Airways

Rank change from 2013:

+7

Brand Simplicity Score:

579

Industry:

Travel/Air

80.
LIC

Rank change from 2013:

+17

Brand Simplicity Score:

575

Industry:

General insurance

81.
Reliance Mobile

Rank change from 2013:

-55

Brand Simplicity Score:

565

Industry:

Telecom/Cell phone

82.
Tata Indicom

Rank change from 2013:

-33

Brand Simplicity Score:

564

Industry:

Telecom/Cell phone

83.
Ford

Rank change from 2013:

+11

Brand Simplicity Score:

559

Industry:

Automotive

84.
DNA

Rank change from 2013:

+1

Brand Simplicity Score:

553

Industry:

Media

85.
Godrej Nature’s Basket

Rank change from 2013:

-8

Brand Simplicity Score:

546

Industry:

Retail/Grocery

86.
HSBC

Rank change from 2013:

+13

Brand Simplicity Score:

534

Industry:

Banks/Retail

87.
The Leela

Rank change from 2013:

N/A

Brand Simplicity Score:

533

Industry:

Travel/Hotels

88.
Marriott

Rank change from 2013:

+8

Brand Simplicity Score:

531

Industry:

Travel/Hotels

89.
Virgin Mobile

Rank change from 2013:

+13

Brand Simplicity Score:

527

Industry:

Telecom/Cell phone


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90.
Holiday Inn

Rank change from 2013:

+16

Brand Simplicity Score:

523

Industry:

Travel/Hotels

91.
Air India

Rank change from 2013:

+7

Brand Simplicity Score:

515

Industry:

Travel/Air

92.
Viveks

Rank change from 2013:

+12

Brand Simplicity Score:

509

Industry:

Retail/General

93.
Standard Chartered

Rank change from 2013:

+14

Brand Simplicity Score:

508

Industry:

Banks/Retail

94.
Birla Sun Life

Rank change from 2013:

+26

Brand Simplicity Score:

506

Industry:

Health insurance

95.
Oberoi

Rank change from 2013:

-4

Brand Simplicity Score:

496

Industry:

Travel/Hotels

96.
UPS

Rank change from 2013:

+9

Brand Simplicity Score:

490

Industry:

Shipping/Mail

97.
Peugeot

Rank change from 2013:

N/A

Brand Simplicity Score:

484

Industry:

Automotive


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98.
TravelChaCha

Rank change from Previous Year:

N/A

Brand Simplicity Score:

481

Industry:

Travel/Booking

99.
Oriental Insurance

Rank change from 2013:

+16

Brand Simplicity Score:

461

Industry:

General insurance

100.
ICICI Prudential

Rank change from 2013:

+12

Brand Simplicity Score:

458

Industry:

General insurance

101.
Bajaj Allianz

Rank change from 2013:

+12

Brand Simplicity Score:

458

Industry:

General insurance


“Cumbersome” processes and “highly technical” language that’s hard to understand and makes customers suspicious lands general insurer Bajaj Allianz in India’s Bottom 10. Respondents also complain that company reps cannot be taken at their word—making statements at the time of sale they don’t deliver on.

102.
Travelocity

Rank change from 2013:

+1

Brand Simplicity Score:

449

Industry:

Travel/Booking


Travelocity now finds itself in the Bottom 10, with respondents frustrated by a confusing customer service experience. This is probably because, since February of last year, customers can no longer book trips through an India-specific version of the Travelocity site. Instead, they are redirected to the brand’s global site, which offers limited inventory for domestic travel and restricted payment options.

103.
Avis

Rank change from 2013:

+13

Brand Simplicity Score:

441

Industry:

Travel/Car rental


While Avis has the widest network of car rental companies in India, respondents indicate a high level of dissatisfaction with the brand, citing “poor service,” “poor communication,” and complexity across all of its operations. Avis seems to be responding, however, as the company launched a new website in India this summer, promising faster loading times, a more user-friendly reservation experience and better integration with social media.

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104.
MINT

Rank change from 2013:

+4

Brand Simplicity Score:

428

Industry:

Media


India’s second-largest business newspaper, which includes branded content from The Wall Street Journal, lands at #104 on the India Simplicity Index. While The Times of India manages to simplify the news in a way that resonates with readers, respondents criticize Mint’s use of confusing business language and its general lack of accessibility.

105.
Hertz

Rank change from 2013:

+14

Brand Simplicity Score:

427

Industry:

Travel/Car rental


It’s been a difficult year for Hertz. Activist investor Carl Icahn stepped in and the company’s CEO stepped down, instigating a board shake up and management reform. The global rental car company’s troubles trickle down to consumers in India, who report complicated interactions with the brand, including “hidden clauses” and “poor service.”

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106.
T24 Mobile

Rank change from 2013:

+4

Brand Simplicity Score:

418

Industry:

Telecom/Cell phone


Plagued by unclear communications and “incompetent and slow customer care,” Indian cellular service provider T24 Mobile continues to frustrate respondents. The company’s poor coverage and lack of service have driven the brand to a spot in the Bottom 10.

107.
Ixigo

Rank change from Previous Year:

N/A

Brand Simplicity Score:

415

Industry:

Travel/Booking


While travel search and planning site Ixigo claims to “simplify the lives of travelers,” respondents report having the opposite experience. Despite revamping its features earlier this year—a move that included integrating Google Street View and expanding listings and user-generated content—the brand leaves respondents wishing for more straightforward communications and fewer hidden costs.

108.
IFFCO Tokio General Insurance

Rank change from 2013:

+10

Brand Simplicity Score:

393

Industry:

General insurance


In the Bottom 10 for the fourth year in a row, IFFCO Tokio continues to issue bewildering communications to its customers. Despite the brand’s launch of three new health insurance policies earlier this year, respondents feel IFFCO Tokio lacks differentiation among its competitors, further complicating their perceptions of the brand.

109.
Max Bupa

Rank change from 2013:

+12

Brand Simplicity Score:

380

Industry:

Health insurance


Respondents fault health insurance provider Max Bupa for complicated terms and conditions, “too much fine print” and “not keeping up its commitment to clients at the time of settlement.” The brand launched an award-winning customer education initiative last year to demystify health insurance, but, so far, respondents’ perceptions of Max Bupa remain largely unchanged.

110.
Tata AIG General Insurance

Rank change from 2013:

+7

Brand Simplicity Score:

378

Industry:

General insurance


Tata AIG didn’t have far to fall to get to the very bottom of this year’s India Simplicity Index. But even in the unduly complex world of insurance, respondents say Tata AIG is “not on par with competition,” and complain about too much paperwork and products and services that are difficult to understand.

Industry Rankings

2.
Electronics

Industry Simplicity Score:

749

Simplicity Premium:

7.5%

3.
Internet retail

Industry Simplicity Score:

691

Simplicity Premium:

7.4%

4.
Appliances

Industry Simplicity Score:

679

Simplicity Premium:

7.2%

5.
Media

Industry Simplicity Score:

678

Simplicity Premium:

7.2%

6.
Telecom/Cell phone

Industry Simplicity Score:

642

Simplicity Premium:

6.8%

7.
Banks/Retail

Industry Simplicity Score:

628

Simplicity Premium:

6.9%

8.
Retail/Grocery

Industry Simplicity Score:

627

Simplicity Premium:

7.5%

9.
Retail/General

Industry Simplicity Score:

619

Simplicity Premium:

7.9%

10.
Retail/Fashion

Industry Simplicity Score:

609

Simplicity Premium:

8.4%

11.
Travel/Booking

Industry Simplicity Score:

580

Simplicity Premium:

6.8%

13.
Restaurants

Industry Simplicity Score:

571

Simplicity Premium:

7.2%

14.
Telecom/Cable

Industry Simplicity Score:

561

Simplicity Premium:

6.7%

15.
Shipping/Mail

Industry Simplicity Score:

544

Simplicity Premium:

7.2%

16.
Utilities

Industry Simplicity Score:

540

Simplicity Premium:

7.2%

17.
Travel/Air

Industry Simplicity Score:

525

Simplicity Premium:

7.4%

18.
Automotive

Industry Simplicity Score:

511

Simplicity Premium:

7.4%

19.
Retail/Health and beauty

Industry Simplicity Score:

504

Simplicity Premium:

7.1%

20.
Fitness

Industry Simplicity Score:

488

Simplicity Premium:

7.8%

21.
Travel/Hotels

Industry Simplicity Score:

433

Simplicity Premium:

6.8%

22.
Travel/Train

Industry Simplicity Score:

419

Simplicity Premium:

7.0%

23.
Travel/Car rental

Industry Simplicity Score:

375

Simplicity Premium:

6.7%

24.
Health insurance

Industry Simplicity Score:

253

Simplicity Premium:

7.1%

25.
General insurance

Industry Simplicity Score:

240

Simplicity Premium:

6.6%

The simplicity premium

Depending on the industry, up to 62% of people are willing to pay more for simpler experiences and interactions. The amount they are willing to pay varies by industry, but is significant.

For simpler experiences, people would pay:

Money to be made

All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in India can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.