Rank change from 2013:
+1
Brand Simplicity Score:
963
Industry:
Internet search
Google grabs the top spot with an intuitive platform that’s so simple to use that one respondent calls it “magical,” while another says it has just “made life simpler.” The ability to get information at any time, anywhere, makes Google a standout—especially in a country that is expected to have more Internet users than the United States by the end of 2014.
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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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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.
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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Rank change from 2013:
+19
Brand Simplicity Score:
836
Industry:
Internet search
Soaring 19 spots to #5, Yahoo! joins the Top 10 in India with a redesigned homepage and Yahoo! Mail app. The updates include more modern and functional designs to encourage users to make the brand part of their daily lives—an approach that seems to be working. Respondents say the site makes them feel “comfortable and secure” by being “very user-friendly and easily accessible.”
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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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Rank change from 2013:
-1
Brand Simplicity Score:
820
Industry:
Social media
With 100 million users, India represents Facebook’s second-largest market. Respondents say Facebook’s simple design makes it “easy to communicate with others,” adding that its interface is also user-friendly and intuitive for users of all literacy levels.
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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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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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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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Rank change from 2013:
+22
Brand Simplicity Score:
801
Industry:
Telecom/Cell phone
Rank change from 2013:
+47
Brand Simplicity Score:
797
Industry:
Internet retail
Rank change from 2013:
+9
Brand Simplicity Score:
790
Industry:
Electronics
Rank change from 2013:
-3
Brand Simplicity Score:
779
Industry:
Electronics
Rank change from 2013:
+49
Brand Simplicity Score:
761
Industry:
Internet retail
Rank change from 2013:
+30
Brand Simplicity Score:
759
Industry:
Retail/Fashion
Rank change from 2013:
+15
Brand Simplicity Score:
758
Industry:
Automotive
Rank change from 2013:
+11
Brand Simplicity Score:
753
Industry:
Restaurants
Rank change from 2013:
+25
Brand Simplicity Score:
752
Industry:
Internet retail
Rank change from 2013:
-4
Brand Simplicity Score:
750
Industry:
Restaurants
Rank change from 2013:
-4
Brand Simplicity Score:
749
Industry:
Retail/General
Rank change from 2013:
-10
Brand Simplicity Score:
748
Industry:
Telecom/Cell phone
Rank change from 2013:
+8
Brand Simplicity Score:
744
Industry:
Fitness
Rank change from 2013:
-19
Brand Simplicity Score:
742
Industry:
Electronics
Rank change from 2013:
+14
Brand Simplicity Score:
740
Industry:
Banks/Retail
Rank change from 2013:
-13
Brand Simplicity Score:
739
Industry:
Telecom/Cell phone
Rank change from 2013:
-6
Brand Simplicity Score:
735
Industry:
Telecom/Cable
Rank change from 2013:
-3
Brand Simplicity Score:
731
Industry:
Restaurants
Rank change from 2013:
+21
Brand Simplicity Score:
730
Industry:
Fitness
Rank change from 2013:
+13
Brand Simplicity Score:
723
Industry:
Retail/Health and beauty
Rank change from 2013:
-3
Brand Simplicity Score:
718
Industry:
Electronics
Rank change from 2013:
+15
Brand Simplicity Score:
717
Industry:
Appliances
Rank change from 2013:
+18
Brand Simplicity Score:
715
Industry:
Banks/Retail
Rank change from 2013:
+1
Brand Simplicity Score:
713
Industry:
Telecom/Cell phone
Rank change from 2013:
+5
Brand Simplicity Score:
707
Industry:
Restaurants
Rank change from 2013:
-29
Brand Simplicity Score:
704
Industry:
Restaurants
Rank change from 2013:
+28
Brand Simplicity Score:
702
Industry:
Banks/Retail
Rank change from 2013:
+10
Brand Simplicity Score:
700
Industry:
Travel/Booking
Rank change from 2013:
-20
Brand Simplicity Score:
700
Industry:
Social media
Rank change from 2013:
+22
Brand Simplicity Score:
697
Industry:
Banks/Retail
Rank change from 2013:
+28
Brand Simplicity Score:
692
Industry:
Retail/Grocery
Rank change from 2013:
+36
Brand Simplicity Score:
692
Industry:
Retail/Fashion
Rank change from 2013:
+46
Brand Simplicity Score:
688
Industry:
Retail/General
Rank change from 2013:
+8
Brand Simplicity Score:
685
Industry:
Retail/General
Rank change from 2013:
-25
Brand Simplicity Score:
683
Industry:
Fitness
Rank change from 2013:
+8
Brand Simplicity Score:
678
Industry:
Travel/Booking
Rank change from 2013:
-5
Brand Simplicity Score:
674
Industry:
Retail/Health and beauty
Rank change from 2013:
-7
Brand Simplicity Score:
673
Industry:
Automotive
Rank change from 2013:
-11
Brand Simplicity Score:
670
Industry:
Media
Rank change from 2013:
+20
Brand Simplicity Score:
666
Industry:
Internet retail
Rank change from 2013:
+4
Brand Simplicity Score:
662
Industry:
Travel/Booking
Rank change from 2013:
+6
Brand Simplicity Score:
659
Industry:
Retail/General
Rank change from 2013:
-40
Brand Simplicity Score:
658
Industry:
Electronics
Rank change from 2013:
+19
Brand Simplicity Score:
644
Industry:
Retail/General
Rank change from 2013:
+23
Brand Simplicity Score:
640
Industry:
Automotive
Rank change from 2013:
+9
Brand Simplicity Score:
637
Industry:
Retail/Fashion
Rank change from 2013:
-49
Brand Simplicity Score:
637
Industry:
Automotive
Rank change from 2013:
-25
Brand Simplicity Score:
636
Industry:
Automotive
Rank change from 2013:
-4
Brand Simplicity Score:
636
Industry:
Retail/General
Rank change from 2013:
-24
Brand Simplicity Score:
630
Industry:
Electronics
Rank change from 2013:
+52
Brand Simplicity Score:
627
Industry:
Internet retail
Rank change from 2013:
+17
Brand Simplicity Score:
625
Industry:
Travel/Booking
Rank change from 2013:
+7
Brand Simplicity Score:
621
Industry:
Social media
Rank change from 2013:
+28
Brand Simplicity Score:
617
Industry:
Social media
Rank change from 2013:
+15
Brand Simplicity Score:
616
Industry:
Retail/General
Rank change from 2013:
+8
Brand Simplicity Score:
613
Industry:
Retail/Health and beauty
Rank change from 2013:
-15
Brand Simplicity Score:
611
Industry:
Automotive
Rank change from 2013:
+14
Brand Simplicity Score:
610
Industry:
Shipping/Mail
Rank change from 2013:
+14
Brand Simplicity Score:
608
Industry:
Travel/Hotels
Rank change from 2013:
-3
Brand Simplicity Score:
608
Industry:
Electronics
Rank change from 2013:
+1
Brand Simplicity Score:
601
Industry:
Restaurants
Rank change from 2013:
-1
Brand Simplicity Score:
597
Industry:
Travel/Booking
Rank change from 2013:
+26
Brand Simplicity Score:
592
Industry:
Travel/Hotels
Rank change from 2013:
+15
Brand Simplicity Score:
592
Industry:
Electronics
Rank change from 2013:
0
Brand Simplicity Score:
585
Industry:
Telecom/Cell phone
Rank change from 2013:
-17
Brand Simplicity Score:
583
Industry:
Automotive
Rank change from 2013:
+31
Brand Simplicity Score:
580
Industry:
Shipping/Mail
Rank change from 2013:
+7
Brand Simplicity Score:
579
Industry:
Travel/Air
Rank change from 2013:
+17
Brand Simplicity Score:
575
Industry:
General insurance
Rank change from 2013:
-55
Brand Simplicity Score:
565
Industry:
Telecom/Cell phone
Rank change from 2013:
-33
Brand Simplicity Score:
564
Industry:
Telecom/Cell phone
Rank change from 2013:
+11
Brand Simplicity Score:
559
Industry:
Automotive
Rank change from 2013:
+1
Brand Simplicity Score:
553
Industry:
Media
Rank change from 2013:
-8
Brand Simplicity Score:
546
Industry:
Retail/Grocery
Rank change from 2013:
+13
Brand Simplicity Score:
534
Industry:
Banks/Retail
Rank change from 2013:
N/A
Brand Simplicity Score:
533
Industry:
Travel/Hotels
Rank change from 2013:
+8
Brand Simplicity Score:
531
Industry:
Travel/Hotels
Rank change from 2013:
+13
Brand Simplicity Score:
527
Industry:
Telecom/Cell phone
Rank change from 2013:
+16
Brand Simplicity Score:
523
Industry:
Travel/Hotels
Rank change from 2013:
+7
Brand Simplicity Score:
515
Industry:
Travel/Air
Rank change from 2013:
+12
Brand Simplicity Score:
509
Industry:
Retail/General
Rank change from 2013:
+14
Brand Simplicity Score:
508
Industry:
Banks/Retail
Rank change from 2013:
+26
Brand Simplicity Score:
506
Industry:
Health insurance
Rank change from 2013:
-4
Brand Simplicity Score:
496
Industry:
Travel/Hotels
Rank change from 2013:
+9
Brand Simplicity Score:
490
Industry:
Shipping/Mail
Rank change from 2013:
N/A
Brand Simplicity Score:
484
Industry:
Automotive
Rank change from Previous Year:
N/A
Brand Simplicity Score:
481
Industry:
Travel/Booking
Rank change from 2013:
+16
Brand Simplicity Score:
461
Industry:
General insurance
Rank change from 2013:
+12
Brand Simplicity Score:
458
Industry:
General insurance
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.
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.
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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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.
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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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.
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.
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.
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.
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 Simplicity Score:
950
Simplicity Premium:
8.3%
Industry Simplicity Score:
749
Simplicity Premium:
7.5%
Industry Simplicity Score:
691
Simplicity Premium:
7.4%
Industry Simplicity Score:
679
Simplicity Premium:
7.2%
Industry Simplicity Score:
678
Simplicity Premium:
7.2%
Industry Simplicity Score:
642
Simplicity Premium:
6.8%
Industry Simplicity Score:
628
Simplicity Premium:
6.9%
Industry Simplicity Score:
627
Simplicity Premium:
7.5%
Industry Simplicity Score:
619
Simplicity Premium:
7.9%
Industry Simplicity Score:
609
Simplicity Premium:
8.4%
Industry Simplicity Score:
580
Simplicity Premium:
6.8%
Industry Simplicity Score:
571
Simplicity Premium:
7.2%
Industry Simplicity Score:
561
Simplicity Premium:
6.7%
Industry Simplicity Score:
544
Simplicity Premium:
7.2%
Industry Simplicity Score:
540
Simplicity Premium:
7.2%
Industry Simplicity Score:
525
Simplicity Premium:
7.4%
Industry Simplicity Score:
511
Simplicity Premium:
7.4%
Industry Simplicity Score:
504
Simplicity Premium:
7.1%
Industry Simplicity Score:
488
Simplicity Premium:
7.8%
Industry Simplicity Score:
433
Simplicity Premium:
6.8%
Industry Simplicity Score:
419
Simplicity Premium:
7.0%
Industry Simplicity Score:
375
Simplicity Premium:
6.7%
Industry Simplicity Score:
253
Simplicity Premium:
7.1%
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.