Kantar: Google, Tata Motors Top ‘Most Inclusive’ Brands in India

A recent study by Kantar reveals that Google, Tata Motors, Amazon, Jio, and Apple are ranked as the ‘most inclusive’ brands in India. The Kantar Brand Inclusion Index 2024 highlights significant issues of discrimination and the importance of diversity, equity, and inclusion (DEI) for Indian consumers.

Key Findings

Discrimination Rates

68% of Indians report experiencing discrimination, especially in commercial places and brand touchpoints, significantly higher than the global average of 46%.

Impact of DEI on Consumer Behavior

Globally, 75% of consumers state that a brand’s DEI reputation influences their purchasing decisions. In India, 86% of consumers consider DEI important in both life and brand choices.

Survey Details

Scope

The Brand Inclusion Index 2024 surveyed over 23,000 people in 18 countries, including more than 1,000 respondents from India.

Categories

The study examined inclusivity in skincare, banking, automotive, and technology sectors.

Top Inclusive Brands

India

The top five inclusive brands in India are Google, Tata Motors, Amazon, Jio, and Apple. These brands are recognized for their genuine commitment to DEI initiatives.

Global

The global index lists Google, Amazon, Nike, Dove, and McDonald’s as the top five inclusive brands.

DEI in Indian Advertising

Current State

DEI is not yet prominent in Indian advertising. Traditional portrayals of women and skin colorism are still prevalent.

Expert Insight

Soumya Mohanty, Managing Director & Chief Client Officer-South Asia, Insights Division, Kantar, emphasizes the business imperative for brands to demonstrate serious commitment to DEI, noting the significant impact on purchasing decisions from under-represented groups.