Tata Tea, Britannia, SBI top brand buying intent charts for June; Titan, Honda, Daikin post steepest falls

Tata Tea emerged as the biggest gainer on TRA Research's Brand Buying Intent index in June, followed by Britannia and State Bank of India, as the onset of the monsoon reshaped consumer preferences across categories.

Asus, Glucon D, Raymond, Vivo, Samsung and Reliance Jio also featured among the month's top performers, reflecting stronger consumer buying intent during the period.

At the other end of the rankings, Titan recorded the steepest decline in buying intent in June. Honda and Daikin followed, while Dell, Sony, MI, Honda Activa, Godrej, ICICI Bank and Flipkart also registered notable drops.

According to TRA, many of the shifts reflected seasonal changes. Tea and powdered-drink brands such as Tata Tea and Glucon D typically see stronger demand with the arrival of the monsoon, while demand for air conditioners and other cooling products tends to ease as peak summer gives way to the rainy season, a trend reflected in Daikin's decline.

The research firm also pointed to weakness in the two-wheeler segment. Honda and Honda Activa lost momentum in line with TRA's separate Category Momentum data, which showed the scooter category declining 67.6 per cent during the cycle. TRA attributed this to lower showroom footfall and consumers postponing purchases during the seasonal transition.

Britannia stood out as an exception within its category. While the biscuits segment as a whole faced seasonal headwinds in June, TRA said Britannia's improvement suggested brand-specific factors—such as distribution, pricing or marketing initiatives—helped it outperform the broader category.

Among categories, oil and gas refining and marketing recorded a 77 per cent decline. TRA said the sector remained in focus during a month marked by easing Iran-related tensions and softer crude oil prices.

The firm also cautioned against reading too much into the 523.7 per cent jump recorded in the credit card network category. The surge was largely driven by Mastercard's re-entry into the index during the cycle rather than an underlying increase in consumer demand.

"Buying intent remains one of the most important measures for brands to track because it reflects the momentum they are building with consumers," said N. Chandramouli, chief executive of TRA Research.

The Brand Buying Intent index is published every cycle on TRA's platform and tracks more than 2,500 brands across 560 categories and 42 super-categories each month. TRA says the index is designed to distinguish a brand's own momentum from broader category movements, allowing marketers to identify brands that are outperforming their peers on their own strengths.