India's longest standing and most authentic syndicated study for rankings of Brand Trust and Brand Desire.
Latest Reports
From TRA's own fieldwork in 16 cities, with the Indian Statistical Institute as method partner.
Most Desired Brands 2026
India's 1,000 Most Desired Brands, ranked on the 12 behaviours of the Brand Desire Matrix. Dell Laptops leads for the sixth year.
Brand Trust Report, India Study 2026
India's 1,000 Most Trusted Brands, ranked on the 61 attributes of the Brand Trust Matrix. Amazon leads this edition.
Reports by year
Every edition since 2011. Pick a year.
Licensing
A brand that features in a report can license its rank and show the symbol in its advertising, its packaging, its stores and its reports to shareholders. Over 200 brands have. By TRA's estimate, brands have spent over Rs 11,000 Cr on advertising that carries the Power of Trust and Power of Desire symbols over the years.
How brands use the licence
Some examples are given below, by application. Pick a symbol above, then an application. The number is how many examples open.
Brands use the Power of Trust and Power of Desire symbols under licence from TRA. A licence covers every public mention of a rank from these reports. TRA protects this intellectual property and acts on unlicensed use. Licence terms
Data and bespoke reports
The same fieldwork, read for one brand against the brands it competes with.
Buying Intent Report
The report compares your brand with any other brand on the Trust and Desire matrices. It shows which of the 61 Trust attributes and 12 Desire behaviours people attach to each brand, by city, zone, age, income and gender, across four years of fieldwork.
A report is ready within 30 days of your request.
Buying Intent Report
The question it answers: why people choose one brand over another in your category, and what moves them.
Enquire about a Buying Intent ReportIntrospective Intervention
The question it answers: how your own stakeholders read the brand on the 61 attributes of Brand Trust, against your closest competitors.
Enquire about an Introspective InterventionResearch
What TRA measures, and why two matrices.
- Trust
- How far people rely on a brand. The Brand Trust Matrix scores it on 61 attributes under 10 behaviours.
- Desire
- The appeal a brand holds for people. The Brand Desire Matrix scores it on 12 behaviours.
- Buying Intent
- How keen people are to buy. Trust and Desire together make it. It may become a purchase, an enquiry or advocacy, or stay latent.
Every report since 2011 uses the same method, with the Indian Statistical Institute as method partner, so a brand can read its position year on year.
Read the research
Blogs
Essays on brands, and on the people who choose them.
A quest for truth
It was a quest for truth that led us to create the Brand Trust Model back in 2007, after understanding the nature of trust, from hundreds in the three disciplines that learn it as a subject – psychologists, sociologists and communication experts. When a brand embarks on the trust train, it is riding a customer-centric brand model that ensures intense focus on the customer in everything a brand or organization does. Adopted by hundreds of brands now, this has pivoted them around customer-centricity, and this can make all the difference in a brand’s journey.
Though it doubled the effort and time, it was well worth it, for it removed even the slightest human interpretation subjectivity that could have crept in during analysis.
Read the essayBrandSpeak
Leaders on what Trust and Desire mean in their business. Select a name to read the full conversation.
They don't just think about our product, they feel something about the brand
SVP & CEO, Amex Banking Corp.
Brand Dialogues
Conversations with brand leaders, on video.
Kent’s Chairman on a Hard Truth: Indians Spend on Comfort, Not Health
In the news
Recent coverage of TRA's reports.
Social Samosa16 October 2026Dell retains top spot as the most desired brand for sixth consecutive yearMost Desired Brands 2026
Storyboard1816 October 2026Dell Laptops retains top spot in TRA’s Most Desired Brands 2026 ranking for sixth yearMost Desired Brands 2026
SMEStreet16 October 2026TRA Most Desired Brands 2026 Rankings Led by Dell and AmazonMost Desired Brands 2026
MediaNews4U16 October 2026- Metro India14 October 2026Vestige Marketing recognised as India's Most Desired Direct Selling Brand 2026
Most Desired Brands 2026
- Press Network of India13 October 2026Vestige Marketing recognised as India’s Most Desired Direct Selling Brand 2026
Most Desired Brands 2026