A Few Brands Touch Your Lives Daily in India
In India today, the common man comes in contact with a plethora of brands. However, only a few of them become a part of one’s family. They live with a person day in and day out. You cannot do without them, and they cannot do without you.
The Ubiquity of Trusted Brands
A for Amul, B for Bisleri, C for Colgate, and D for Dettol – these brands almost live and breathe with many Indian families, across all parts of the country. Whether we are in the South, North, East, or West, these brands are omnipresent and have become members of your family.
All of them are market leaders in their respective categories, and all of them are growing—even in difficult times. Most Indian families just cannot do without them.
The Daily Presence of These Brands
- Morning & Night Essentials
-
- Colgate – The first thing you reach for in the morning and the last thing before bed.
- Dettol – A trusted name in hygiene, remembered since childhood.
- Throughout the Day
- Amul – A brand that has been part of Indian families for generations.
- Bisleri – A name synonymous with pure drinking water, proudly celebrating 50 years.
What Makes These Brands a Part of Indian Lives?
What is it that makes these brands touch so many Indian lives in a positive manner day in and day out?
- Heritage & Trust – Amul has been with the Indian family for generations.
- Milestone Achievements – Bisleri has celebrated its 50th anniversary and proudly displays it on its bottle.
- Daily Rituals – Colgate is something you reach out for first thing in the morning and put away last thing before bed.
- Unshakable Presence – Dettol has been there since ages and is remembered from childhood days as a synonym for hygiene.
These brands are not just products; they are an essential part of Indian life.
What Makes These Brands the ABCD of India?
The answer is simple: they are GREAT!
Each of these brands—Amul, Bisleri, Colgate, and Dettol—has stood the test of time, becoming an integral part of Indian households. But what truly sets them apart? Their greatness can be defined by five key attributes:
G for ‘Genuine’
These brands are seen as genuine in their respective categories. They are of the right make, with nothing fake. Having served Indian consumers genuinely for decades, they provide consistent quality and great customer satisfaction.
R for ‘Relevant’
Each of these brands remains relevant:
- To the needs of consumers
- To the current times
- To the aspirations of Indian consumers
Not only have they adapted over the years, but they continue to evolve, staying deeply connected with their audience.
E for ‘Exciting’
Many may argue—these are old brands, how can they be exciting? But look closer:
- Amul – Its topical advertising is always fresh, humorous, and engaging.
- Bisleri – The camel campaign is a perfect example of creative consumer engagement.
- Colgate – Constant innovation with new variants, brand ambassadors, and catchy jingles keeps it appealing.
- Dettol – From the nostalgic “Dettol Ho” school ads to its Covid-era prominence as the ultimate hygiene symbol, it has never lost its power to excite.
These brands are not just surviving; they are thriving.
A for ‘Aspirational’
For many Indian consumers, using these brands signifies moving up the aspiration ladder.
- Some may not have used them earlier due to affordability or inhibition.
- But once they start, they feel a sense of achievement.
These brands make consumers feel like they have “arrived” in their journey of progress.
T for ‘Trust’
The most powerful ingredient in any brand is trust.
- A brand’s worth increases substantially when it is trustworthy.
- Trust is another word for the brand itself.
- These brands have been tried, tested, and trusted across generations.
They are not out, because there is no doubt.
From children to grandparents, youngsters to adults, men to women—these brands cater to entire families across India. The trust they inspire makes them akin to a family member in many Indian homes.
These five attributes—Genuine, Relevant, Exciting, Aspirational, and Trustworthy—make these brands truly GREAT.
The ABCD of Brands – An Inspiration for Brand Building
Thus, we see that the ABCD of brands in India are Amul, Bisleri, Colgate, and Dettol. And, they are truly GREAT.
That does not mean that other brands in other categories are not great or are not successes. They are also successful, whether in these categories or in others.
After all, there are 26 letters in the alphabet, allowing many more wonderful brands to own them up, though all have not been mentioned here.
The attempt here is only to trace the reasons for a brand to be loved over decades while it still maintains its market leadership.
After all, the ABCD of brands could also be an inspiration for the ABCD of brand building!
This article was first published in Business India magazine in the May 17 to May 30, 2021 issue.
Share My Article With Others
About The Author
Jagdeep Kapoor
Founder, Chairman & Director of Samsika® and Samsika® Academy
Visiting Professor of Marketing Management and Brand Management at JBIMS and SP Jain School of Global Management. Author of 14 books and textbooks on the art and science of Marketing Strategy and Brand Management in the Indian context.
Related Articles
Brands that send closing-down signals risk losing everything.
Brands grow in strength, with retail presence, in specific towns.
Just as Raj Kapoor created a legacy, marketers can build brand families that sustain over time.