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

Criteria of Selection:

1) An Indian or a multinational brand.

2) Offers value for money

3) 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.

4) Geographical presence in Tier 2 and Tier 3 cities

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)

Criteria of Selection:

1) An Indian or a multinational brand.

2) Launched between 2019 and 2022, both years included.

3) Must be a new concept or a state of mind.

4) Must have challenged a belief system or foundations defining the product category.

5) Must have experienced significant and rapid growth in 2022.

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

Criteria of Selection:

1) An Indian or a multinational brand.

2) Must have technology at the heart of the product/brand.

3) Must have clearly-defined revenue stream.

4) Must have been active in 2022.

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

Criteria of Selection:

1) An Indian or a multinational brand in existence in India for the last 30 years or more.

2) Has maintained brand integrity while evolving according to changes in the marketplace.

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

Criteria of Selection:

1) Brand launched in at least 10 states and/or union territories in 2022.

2) Has shown visible impact in terms of paid media, owned media, earned media or social media.

3) Has shown significant promise of revenue.

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


  • An Indian or a multinational brand.
  • Perceived as a ‘luxury’ brand in India.
  • May belong to any product or service category.
  • Must have been active in the Indian market in 2023

Brands that were in the news in recent months, creating visibility and customer engagement, promoting their values, and driving sales.


• A brand, whether Indian or international, that achieved substantial visibility in India through earned media in the year 2022-23.

• Demonstrated increased customer engagement with the brand. For example, search activity, website traffic, app downloads, social media responses, calls to the contact center, visits to the dealer/retail outlet, etc

• Evidenced sales growth or strong potential for sales expansion directly attributable to this heightened brand presence.

Brands originating from regions outside of major metropolitan areas in India (Delhi NCR, Greater Mumbai, Kolkata, Chennai, Hyderabad, Bengaluru, Pune, and Ahmedabad).


• The company's corporate headquarters must be situated in a non-metropolitan area of India. For products, the manufacturing unit may be located anywhere in India, and for services, the back office or BPO can be anywhere.

• The brand can have either regional or national presence.

• It must have been introduced in 2020 or earlier.

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

Criteria of Selection:

1) 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.

Criteria of Selection:

1) An Indian or a multinational brand.

2) Must have been involved in cause-marketing or cause-related marketing in 2022.

3) The activities must be visible and bring about a positive change in consumers' perception of the brand.