Research Methodology

To make sure that the credibility of the list is unmatched, Pitch has made the entire selection process go through a 3 tier process.

This will involve primary & extensive secondary research to cull out and shortlist the top 30 brands in each defined ranking category using the explicit metrics designed for each ranking category for stage 1.


This will involve primary & secondary research to cull out and shortlist the top 10 brands in each defined ranking category using the explicit metrics designed for each ranking category for stage 2.


A panel of jury members comprising of Brand Consultants, Marketing experts and Social Commentators, will judge the shortlisted entries on various parameters including – Idea and Innovation, Consumer Connect, Communication Impact, and Execution and Results. Jury holds the final discretionary power to eliminate / add any brand to the list.


Brands aimed at the masses. They focus on continuous improvements in price performance, quality, technology, distribution to appeal to larger numbers.

  • An Indian or a multinational brand.
  • Offers value for money.
  • Addresses aspirations of the target groups through constant innovation in the various elements of the marketing mix, such as product, pricing, distribution, promotion, customer experience.

A brand that has“business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to break through.” (Morgan, Adam(1999). Eating the big fish : how challenger brands can compete against brand leaders. New York: John Wiley)

  • An Indian or a multinational brand.
  • Launched between 2015 and 2018, both years included.
  • Must be a new concept or a state of mind.
  • Must have challenged a belief system or foundations defining the product category.
  • Must have experienced significant and rapid growth in 2018.

Essentially, technology-driven brands – a technology product or a technology enabled product.

  • An Indian or a multinational brand.
  • Must have technology at the heart of the product/brand.
  • Must have clearly-defined revenue stream.
  • Must have been active in 2018.

Classic and timeless brands that have managed to adapt themselves to changing trends and consumer preferences.

  • An Indian or a multinational brand in existence in India for the last 30 years or more.
  • Has maintained brand integrity while evolving according to changes in the marketplace.
  • Has maintained significant market share and shown consistent growth in sales.

Indian brands with a significant global presence.

  • A brand that originated in India.
  • Has significant presence in at least 10 countries.
  • Should have been active in foreign markets in 2018.

Brands that made a resounding entry into the Indian market. This includes completely new brands, as well strong brand extensions but not new models or versions of an existing brand.

  • Brand launched in at least 10 states and/or union territories in 2018.
  • Has shown visible impact in terms of paid media, owned media, earned media or social media.
  • Has shown significant promise of revenue.

Brands that appeal to millennials for their style, innovation, originality, authenticity, desirability and uniqueness.

  • An Indian or a multinational brand.
  • Targeted at people in the 18-35 years age group.
  • Should have presence across the country.

Brands that have made a comeback after being away from the market or after losing market share or after losing certain equity.

  • Resurgence should entirely be a result of changes in the product or the marketing mix

Brands that align in an authentic way with a cause that its consumers can relate to. That may involve the cooperative efforts of a for-profit business and a cause or non-profit organization for mutual benefit.

  • An Indian or a multinational brand.
  • Must have been involved in cause-marketing or cause-related marketing in 2018.
  • The activities must be visible and brought about a positive change in consumers’ perception of the brand.

Brands that connote images of high level of price, quality, aesthetics, rarity and specialty.

  • An Indian or a multinational brand.
  • Perceived to a ‘luxury’ brand in India.
  • May belong to any product or service category.
  • Must have been active in the Indian market in 2018.