Dell Laptops has claimed the title of the ‘Most Desired Brand of 2025’ for the fifth consecutive year, as revealed in the latest edition of TRA’s Most Desired Brands Report 2025. 

 The second and third ranked, Apple iPhone and Titan Watches also retain their last year ranks, reflecting sustained admiration and aspiration among the consumers.   

Amongst the top five 'Most Desired Brands of 2025', Mi has made an impressive jump of 19 ranks to reach number four from last year's 23rd position- marking one of the biggest advances in the top 10, while Tanishq has climbed eight ranks to claim the fifth spot, showing strong growth in the jewellery segment. 

Meanwhile, LIC and Honda Motorcycles have seen declines, with LIC falling five ranks to 10th spot and Honda five ranks to 11th, indicating shifting preferences in insurance and automobile categories.   

Other notable changes include Sony's slip of eight ranks to 12, while D Mart and Flipkart have gained thirteen and eight ranks respectively to reach 13 and 14. 

Nivea, Nike, and Allen Solly have continued their steady ascent, with Nivea climbing fourteen ranks to #15 and Allen Solly jumping 24 ranks to #20.   

This year’s ranking underscores the dominance of consumer-centric sectors. FMCG, Digital, Automobile, and Technology categories continue to feature prominently in the top ranks, with brands like Samsung, LG, and Amazon showcasing resilience amidst fierce competition. 

The top 50 also highlights the emergence of new aspirational brands and a competitive churn that reflects changing consumer priorities.   

The categories that attracted the greatest consumer attention this time by sheer brand count included diversified (19 brands), air conditioners (18 brands), televisions (17 brands), mobile phones (16 brands), deo/perfume (13 brands), four wheeler-manufacturer (12 brands), and laptops (12 brands). Together, these categories represent the most competitive spaces, with consumer choices spread across multiple players.   

These advancements reflect strong shifts in consumer preference and growing relevance in their respective sectors.   

Based on interviews with over 2,500 consumer influencers across 16 cities, TRA’s yearly Brand Desire rankings aim to capture the evolving affinities that define India’s consumer behaviour.  

N Chandramouli, CEO, TRA Research, stated, "Desire is the invisible force that pulls consumers closer to brands, often before logic even joins the conversation. It is not created—it is evoked, often from a deep well of emotional resonance, trust, and aspiration. In a crowded marketplace, where information is abundant but attention is scarce, brands that spark desire don’t just compete - they captivate. They become symbols of identity, achievement, and affinity. This year, as we unveil the 11th edition of India’s Most Desired Brands, we decode this powerful undercurrent of human behaviour, revealing the brands that have earned more than just mindshare; they’ve won heartshare.”