Asia-Pacific · October 2026 · refreshed monthly

The brands AI wants in India

7 AI models were asked how well they know the top brands in India and how far they agree with the 36 statements of the Havas Science of Desire 2.0. Each brand is scored out of 10 and indexed against the other brands in its segment: 100 is the segment average. This is the first month for this market; change appears from next month.

249 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI · 1 held back (too few models knew them, or a segment too small to index)

Attraction The head: the pull of standing out, being better and being talked about.

Affinity The heart: trusted, sharing my values and reflecting who I am and belong with.

Attachment The habits: dependable, part of the routine, and missed if it were gone.

Finance Grocery Retail Fashion Food & drink Eating out Technology Media & entertainment Telecoms Automotive Travel Beauty & personal care Home & household Health & fitness Energy

Finance

29 brands. Index 100 is the segment's average Desire of 5.2 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Zerodha	Investing & savings	147	7.6	—	7.9	6.9	7.9	7/7
2	HDFC Bank	Banks	130	6.7	—	6.8	6.0	7.4	7/7
3	Groww	Investing & savings	128	6.6	—	7.1	5.8	6.9	7/7
4	ICICI Bank	Banks	128	6.6	—	6.8	5.8	7.2	7/7
5	PhonePe	Cards & payments	124	6.4	—	6.6	5.2	7.4	7/7
6	Google Pay	Cards & payments	121	6.2	—	6.4	5.0	7.3	7/7
7	SBI भारतीय स्टेट बैंक	Banks	118	6.1	—	5.6	5.7	6.9	7/7
8	Kotak Mahindra Bank	Banks	113	5.9	—	6.0	5.2	6.4	7/7
9	IDFC First Bank	Banks	112	5.8	—	6.1	5.3	6.0	7/7
10	HDFC Bank Credit Card	Cards & payments	107	5.5	—	5.4	4.7	6.5	7/7
11	SBI Mutual Fund	Investing & savings	106	5.5	—	4.8	5.3	6.3	7/7
12	Paytm	Cards & payments	105	5.4	—	6.1	4.4	5.9	7/7
13	LIC भारतीय जीवन बीमा निगम	Insurance	104	5.4	—	4.5	5.4	6.2	7/7
14	Policybazaar	Insurance	103	5.3	—	6.3	4.1	5.6	7/7
15	Axis Bank	Banks	101	5.2	—	5.4	4.6	5.8	7/7
16	Angel One	Investing & savings	101	5.2	—	5.5	4.5	5.6	7/7
17	SBI Card	Cards & payments	98	5.1	—	4.7	4.6	5.9	7/7
18	Acko	Insurance	96	5.0	—	5.8	4.1	5.0	7/7
19	HDFC Life	Insurance	94	4.9	—	4.5	4.6	5.5	7/7
20	IndusInd Bank	Banks	92	4.7	—	4.8	4.3	5.1	7/7
21	ICICI Direct	Investing & savings	90	4.7	—	4.2	4.5	5.3	7/7
22	Star Health	Insurance	85	4.4	—	4.3	4.0	4.9	7/7
23	Bank of Baroda	Banks	81	4.2	—	3.6	4.0	4.9	7/7
24	Canara Bank	Banks	80	4.1	—	3.5	3.9	4.8	7/7
25	Punjab National Bank पंजाब नैशनल बैंक	Banks	75	3.9	—	3.3	3.7	4.7	7/7
26	Indian Bank	Banks	72	3.7	—	2.9	3.7	4.5	7/7
27	Union Bank of India	Banks	69	3.6	—	2.8	3.6	4.3	7/7
28	Bank of India	Banks	67	3.5	—	2.9	3.4	4.0	7/7
29	Central Bank of India	Banks	53	2.7	—	2.3	2.7	3.2	7/7

Grocery

5 brands. Index 100 is the segment's average Desire of 5.2 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	DMart	Supermarkets	114	5.8	—	5.6	4.9	7.1	7/7
2	Lulu Hypermarket	Supermarkets	114	5.8	—	6.2	5.3	6.1	7/7
3	Reliance Smart Bazaar	Supermarkets	102	5.2	—	5.4	4.3	6.0	7/7
4	Star Bazaar	Supermarkets	86	4.4	—	4.3	4.1	4.9	7/7
5	Ratnadeep	Supermarkets	85	4.4	—	4.0	4.2	4.9	7/7

Retail

29 brands. Index 100 is the segment's average Desire of 5.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Amazon	Online marketplaces	134	7.0	—	7.3	5.8	8.1	7/7
2	Nykaa	Health & beauty stores	131	6.9	—	7.5	6.5	6.7	7/7
3	Decathlon	Home, furniture & DIY	127	6.7	—	6.7	6.5	6.9	7/7
4	Flipkart	Online marketplaces	124	6.5	—	6.8	5.6	7.2	7/7
5	IKEA	Home, furniture & DIY	122	6.4	—	7.2	6.1	6.0	7/7
6	Meesho	Online marketplaces	113	5.9	—	6.8	5.5	5.6	7/7
7	Wakefit	Home, furniture & DIY	110	5.8	—	6.3	5.0	6.1	7/7
8	Miniso	Department & variety stores	108	5.7	—	6.7	4.9	5.4	7/7
9	Tata 1mg	Health & beauty stores	107	5.7	—	5.6	4.9	6.5	7/7
10	Croma	Electricals retail	103	5.4	—	5.4	5.0	5.9	7/7
11	JioMart	Online marketplaces	101	5.3	—	5.5	4.7	5.8	7/7
12	Reliance Digital	Electricals retail	101	5.3	—	5.6	4.6	5.7	7/7
13	Shoppers Stop	Department & variety stores	100	5.3	—	5.0	5.1	5.7	7/7
14	Lifestyle	Department & variety stores	100	5.3	—	5.2	5.0	5.6	7/7
15	Apollo Pharmacy	Health & beauty stores	99	5.2	—	4.5	4.6	6.5	7/7
16	Tira	Health & beauty stores	99	5.2	—	5.6	5.0	4.9	7/7
17	Ajio	Online marketplaces	98	5.2	—	5.4	4.8	5.3	7/7
18	OLX	Online marketplaces	92	4.8	—	5.3	4.3	4.8	7/7
19	Sleepwell	Home, furniture & DIY	92	4.8	—	4.4	4.3	5.7	7/7
20	Cashify	Online marketplaces	90	4.8	—	5.2	4.3	4.8	7/7
21	Vijay Sales	Electricals retail	88	4.6	—	4.6	4.1	5.1	7/7
22	Smart Bazaar	Department & variety stores	87	4.6	—	4.2	4.1	5.6	7/7
23	Home Centre	Home, furniture & DIY	87	4.6	—	4.4	4.4	4.9	7/7
24	Truemeds	Health & beauty stores	86	4.5	—	4.6	3.7	5.2	7/7
25	IndiaMART	Online marketplaces	84	4.4	—	4.6	3.9	4.7	7/7
26	Shopsy	Online marketplaces	84	4.4	—	4.8	3.8	4.7	7/7
27	Vishal Mega Mart	Department & variety stores	84	4.4	—	4.0	3.9	5.2	7/7
28	Sangeetha Mobiles	Electricals retail	79	4.2	—	4.2	3.8	4.5	7/7
29	Vasanth & Co	Electricals retail	70	3.7	—	3.5	3.5	4.1	7/7

Fashion

15 brands. Index 100 is the segment's average Desire of 5.7 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Nike	Sportswear & footwear	133	7.6	—	8.1	7.4	7.3	7/7
2	Adidas	Sportswear & footwear	117	6.7	—	6.9	6.6	6.7	7/7
3	Myntra	Clothing retail	115	6.6	—	7.2	5.7	6.8	7/7
4	Puma	Sportswear & footwear	114	6.5	—	6.7	6.4	6.5	7/7
5	Rolex	Luxury	113	6.5	—	7.3	6.1	6.0	7/7
6	Sabyasachi	Luxury	109	6.3	—	7.4	6.3	5.1	7/7
7	Louis Vuitton	Luxury	99	5.7	—	7.0	5.1	5.0	7/7
8	Westside	Clothing retail	98	5.6	—	5.5	5.5	5.8	7/7
9	Omega	Luxury	98	5.6	—	6.1	5.4	5.4	7/7
10	Zudio	Clothing retail	93	5.3	—	6.0	4.6	5.3	7/7
11	H&M	Clothing retail	92	5.3	—	5.9	4.9	5.1	7/7
12	Campus	Sportswear & footwear	88	5.0	—	4.6	4.8	5.6	7/7
13	Reliance Trends	Clothing retail	79	4.5	—	4.3	4.2	5.0	7/7
14	Red Tape	Sportswear & footwear	77	4.4	—	4.1	4.2	4.8	7/7
15	Michael Kors	Luxury	76	4.3	—	4.3	4.3	4.4	7/7

Food & drink

20 brands. Index 100 is the segment's average Desire of 6.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Amul	Packaged food & hot drinks	132	7.9	—	7.9	7.5	8.4	7/7
2	Maggi	Packaged food & hot drinks	116	7.0	—	7.2	6.2	7.6	7/7
3	Parle-G	Packaged food & hot drinks	114	6.8	—	6.1	6.6	7.8	7/7
4	Haldiram's हल्दीराम	Snacks & confectionery	112	6.8	—	6.7	6.4	7.1	7/7
5	Coca-Cola	Soft drinks	112	6.7	—	7.1	6.1	6.9	7/7
6	Red Bull	Soft drinks	110	6.6	—	7.5	6.2	6.1	7/7
7	Cadbury	Snacks & confectionery	108	6.5	—	6.6	6.0	6.9	7/7
8	Lay's	Snacks & confectionery	104	6.3	—	6.8	5.7	6.3	7/7
9	Old Monk	Alcoholic drinks	103	6.2	—	6.2	6.2	6.2	7/7
10	KitKat	Snacks & confectionery	101	6.1	—	6.5	5.5	6.3	7/7
11	Nescafe	Packaged food & hot drinks	101	6.1	—	6.1	5.6	6.6	7/7
12	Sula	Alcoholic drinks	99	6.0	—	6.5	6.0	5.4	7/7
13	Aashirvaad	Packaged food & hot drinks	95	5.7	—	5.1	5.4	6.7	7/7
14	Kingfisher	Alcoholic drinks	95	5.7	—	5.9	5.4	5.8	7/7
15	Sting	Soft drinks	92	5.5	—	6.1	4.9	5.7	7/7
16	Bisleri	Soft drinks	89	5.3	—	4.9	4.6	6.5	7/7
17	Ferrero Rocher	Snacks & confectionery	86	5.2	—	5.6	5.1	4.8	7/7
18	Budweiser	Alcoholic drinks	81	4.9	—	5.1	4.8	4.7	7/7
19	Campa Cola	Soft drinks	74	4.5	—	5.1	3.9	4.4	7/7
20	Magic Moments	Alcoholic drinks	74	4.5	—	4.6	4.1	4.7	7/7

Eating out

15 brands. Index 100 is the segment's average Desire of 5.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Zomato	Food delivery	113	6.5	—	7.0	5.2	7.3	7/7
2	Blue Tokai	Coffee shops & bakeries	112	6.5	—	6.6	6.7	6.2	7/7
3	Swiggy	Food delivery	111	6.4	—	6.8	5.0	7.4	7/7
4	Domino's	Fast food & restaurants	110	6.4	—	6.8	5.4	6.8	7/7
5	Starbucks	Coffee shops & bakeries	106	6.2	—	6.6	5.8	6.0	7/7
6	McDonald's	Fast food & restaurants	105	6.1	—	6.5	5.3	6.4	7/7
7	Blinkit	Food delivery	102	5.9	—	6.6	4.4	6.7	7/7
8	Third Wave Coffee	Coffee shops & bakeries	102	5.9	—	6.4	5.9	5.4	7/7
9	Zepto	Food delivery	101	5.8	—	6.8	4.5	6.2	7/7
10	KFC	Fast food & restaurants	98	5.7	—	6.4	5.0	5.6	7/7
11	Swiggy Instamart	Food delivery	93	5.4	—	5.7	4.3	6.2	7/7
12	Barbeque Nation	Fast food & restaurants	89	5.2	—	5.5	4.9	5.0	7/7
13	Indian Coffee House	Coffee shops & bakeries	88	5.1	—	4.3	5.8	5.2	7/7
14	Burger King	Fast food & restaurants	85	4.9	—	5.5	4.3	5.0	7/7
15	Café Coffee Day	Coffee shops & bakeries	84	4.8	—	4.4	4.7	5.5	7/7

Technology

32 brands. Index 100 is the segment's average Desire of 6.1 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Google	Search & AI assistants	128	7.8	—	8.0	6.6	8.8	7/7
2	WhatsApp	Social media & messaging	126	7.6	—	6.7	7.1	9.0	7/7
3	Canva	Software & cloud	122	7.4	—	7.6	6.8	7.8	7/7
4	ChatGPT	Search & AI assistants	119	7.2	—	8.3	5.9	7.5	7/7
5	Instagram	Social media & messaging	119	7.2	—	7.8	6.5	7.4	7/7
6	Apple	Phones & devices	118	7.2	—	7.7	6.4	7.4	7/7
7	Samsung	Phones & devices	115	7.0	—	7.3	6.1	7.4	7/7
8	Google Drive	Software & cloud	113	6.9	—	6.5	5.7	8.3	7/7
9	Telegram	Social media & messaging	108	6.6	—	6.6	6.0	7.1	7/7
10	Xiaomi	Phones & devices	107	6.5	—	7.0	5.6	6.9	7/7
11	OnePlus	Phones & devices	105	6.3	—	6.7	5.9	6.5	7/7
12	Microsoft Office	Software & cloud	104	6.3	—	5.8	5.5	7.6	7/7
13	Adobe	Software & cloud	102	6.2	—	6.6	5.6	6.4	7/7
14	Reddit	Social media & messaging	102	6.2	—	6.6	6.1	5.8	7/7
15	Gemini	Search & AI assistants	101	6.1	—	6.6	5.3	6.5	7/7
16	LinkedIn	Social media & messaging	101	6.1	—	6.1	5.7	6.6	7/7
17	Zoho	Software & cloud	100	6.1	—	5.8	5.9	6.5	7/7
18	Google Assistant	Search & AI assistants	96	5.8	—	5.6	5.0	6.8	7/7
19	Perplexity	Search & AI assistants	95	5.7	—	6.6	4.7	5.9	6/7
20	Realme	Phones & devices	94	5.7	—	6.2	4.9	5.9	7/7
21	Pinterest	Social media & messaging	93	5.6	—	5.8	5.4	5.7	7/7
22	Snapchat	Social media & messaging	93	5.6	—	6.4	5.1	5.4	7/7
23	Grok	Search & AI assistants	92	5.5	—	7.0	4.8	4.9	5/7
24	Facebook	Social media & messaging	91	5.5	—	5.4	4.9	6.3	7/7
25	Vivo	Phones & devices	90	5.5	—	5.8	5.0	5.6	7/7
26	Oppo	Phones & devices	88	5.3	—	5.7	4.8	5.6	7/7
27	Copilot	Search & AI assistants	88	5.3	—	5.5	4.6	5.9	7/7
28	Meta AI	Search & AI assistants	88	5.3	—	6.3	4.2	5.4	7/7
29	Claude	Search & AI assistants	87	5.3	—	5.4	5.0	5.4	7/7
30	DeepSeek	Search & AI assistants	86	5.2	—	6.6	3.9	5.2	5/7
31	Motorola	Phones & devices	78	4.7	—	4.6	4.4	5.1	7/7
32	Yahoo	Search & AI assistants	51	3.1	—	2.7	2.8	3.7	7/7

Media & entertainment

33 brands. Index 100 is the segment's average Desire of 5.7 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	YouTube	Video streaming & TV	150	8.6	—	9.1	7.7	9.0	7/7
2	Minecraft	Gaming	131	7.5	—	7.8	7.3	7.5	7/7
3	Netflix	Video streaming & TV	130	7.5	—	8.2	6.6	7.5	7/7
4	Spotify	Music & audio	127	7.3	—	7.6	6.6	7.7	7/7
5	YouTube Music	Music & audio	124	7.1	—	7.2	6.4	7.7	7/7
6	JioHotstar	Video streaming & TV	123	7.0	—	7.6	6.1	7.4	7/7
7	Steam	Gaming	122	7.0	—	7.2	6.6	7.3	7/7
8	PlayStation	Gaming	122	7.0	—	7.4	6.6	6.9	7/7
9	Amazon Prime Video	Video streaming & TV	117	6.7	—	6.9	5.6	7.5	7/7
10	Roblox	Gaming	116	6.6	—	7.6	6.3	6.1	7/7
11	Free Fire MAX	Gaming	115	6.6	—	7.0	6.1	6.7	7/7
12	JioSaavn	Music & audio	111	6.3	—	6.1	5.8	7.1	7/7
13	The Indian Express	News & publishing	110	6.3	—	6.5	6.0	6.5	7/7
14	NDTV	News & publishing	107	6.1	—	6.7	5.5	6.2	7/7
15	Epic Games	Gaming	106	6.1	—	6.8	5.6	5.8	7/7
16	Dainik Bhaskar दैनिक भास्कर	News & publishing	102	5.8	—	6.0	5.2	6.3	7/7
17	Dainik Jagran दैनिक जागरण	News & publishing	100	5.7	—	5.7	5.2	6.2	7/7
18	Malayala Manorama മലയാള മനോരമ	News & publishing	99	5.7	—	5.5	5.6	6.0	7/7
19	Pocket FM	Music & audio	99	5.7	—	6.6	4.9	5.5	7/7
20	Apple Music	Music & audio	99	5.7	—	5.4	5.3	6.2	7/7
21	Eenadu ఈనాడు	News & publishing	98	5.6	—	5.4	5.4	5.9	7/7
22	Aaj Tak आज तक	News & publishing	97	5.6	—	6.3	4.7	5.8	7/7
23	Times of India	News & publishing	96	5.5	—	5.8	4.6	6.1	7/7
24	SonyLIV	Video streaming & TV	92	5.2	—	5.4	4.9	5.5	7/7
25	Amar Ujala अमर उजाला	News & publishing	89	5.1	—	4.8	4.8	5.6	7/7
26	Kerala Lottery കേരള ലോട്ടറി	Betting & lottery	88	5.0	—	5.4	4.8	4.9	7/7
27	ZEE5	Video streaming & TV	88	5.0	—	5.1	4.8	5.2	7/7
28	Amazon MX Player	Video streaming & TV	81	4.6	—	4.6	4.1	5.2	7/7
29	Dear Lottery	Betting & lottery	63	3.6	—	4.1	3.1	3.7	6/7
30	Stake	Betting & lottery	62	3.6	—	5.1	2.7	2.9	6/7
31	Parimatch	Betting & lottery	49	2.8	—	3.8	2.2	2.5	7/7
32	Dafabet	Betting & lottery	46	2.6	—	3.4	2.0	2.5	7/7
33	4rabet	Betting & lottery	41	2.3	—	3.0	1.6	2.3	6/7

Telecoms

10 brands. Index 100 is the segment's average Desire of 5.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Jio	Mobile networks	148	7.4	—	8.3	5.8	8.1	7/7
2	Jio Fiber	Broadband & pay TV	133	6.7	—	7.5	5.2	7.2	7/7
3	Airtel	Mobile networks	121	6.0	—	6.1	4.9	7.1	7/7
4	Tata Play	Broadband & pay TV	116	5.8	—	5.5	5.4	6.5	7/7
5	Airtel Xstream Fiber	Broadband & pay TV	115	5.8	—	6.0	4.7	6.6	7/7
6	Vi	Mobile networks	95	4.8	—	4.9	4.0	5.4	7/7
7	ACT Fibernet	Broadband & pay TV	86	4.3	—	4.0	3.7	5.2	7/7
8	Sun Direct	Broadband & pay TV	77	3.9	—	3.5	3.5	4.6	7/7
9	BSNL	Mobile networks	71	3.5	—	3.2	3.3	4.1	7/7
10	MTNL	Mobile networks	38	1.9	—	1.6	1.9	2.2	7/7

Automotive

10 brands. Index 100 is the segment's average Desire of 6.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Tata Motors	Mainstream cars	113	7.2	—	7.5	6.9	7.1	7/7
2	Maruti Suzuki	Mainstream cars	107	6.7	—	6.0	6.3	7.9	7/7
3	Mahindra	Mainstream cars	104	6.6	—	6.9	6.3	6.6	7/7
4	Mercedes-Benz	Premium & luxury cars	103	6.5	—	6.8	6.2	6.4	7/7
5	Toyota	Mainstream cars	101	6.4	—	5.7	6.2	7.3	7/7
6	BMW	Premium & luxury cars	100	6.3	—	6.7	6.0	6.2	7/7
7	Hyundai	Mainstream cars	99	6.3	—	6.4	5.6	6.8	7/7
8	Porsche	Premium & luxury cars	96	6.1	—	7.0	5.9	5.3	7/7
9	Lamborghini	Premium & luxury cars	90	5.7	—	7.6	5.2	4.3	7/7
10	Land Rover	Premium & luxury cars	87	5.5	—	5.8	5.5	5.3	7/7

Travel

16 brands. Index 100 is the segment's average Desire of 5.4 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Emirates	Airlines	124	6.6	—	7.3	6.1	6.5	7/7
2	Airbnb	Hotels & holidays	121	6.5	—	7.2	6.1	6.2	7/7
3	MakeMyTrip	Hotels & holidays	118	6.4	—	6.7	5.5	6.9	7/7
4	IndiGo	Airlines	110	5.9	—	6.1	5.1	6.6	7/7
5	IRCTC	Transport & ride-hailing	109	5.8	—	5.8	5.1	6.6	7/7
6	redBus	Transport & ride-hailing	102	5.5	—	5.5	4.8	6.2	7/7
7	Rapido	Transport & ride-hailing	102	5.5	—	6.2	4.4	5.9	7/7
8	ixigo	Transport & ride-hailing	101	5.4	—	5.7	4.7	5.9	7/7
9	Where is my Train	Transport & ride-hailing	100	5.4	—	5.3	4.6	6.2	7/7
10	Air India	Airlines	96	5.2	—	5.6	4.7	5.1	7/7
11	Akasa Air	Airlines	94	5.1	—	5.7	4.9	4.7	7/7
12	Goibibo	Hotels & holidays	90	4.9	—	5.1	4.1	5.4	7/7
13	OYO	Hotels & holidays	89	4.8	—	6.0	3.5	4.8	7/7
14	Agoda	Hotels & holidays	85	4.6	—	4.6	3.9	5.2	7/7
15	ConfirmTkt	Transport & ride-hailing	82	4.4	—	4.3	3.8	5.1	7/7
16	Air India Express	Airlines	76	4.1	—	4.4	3.5	4.3	7/7

Beauty & personal care

10 brands. Index 100 is the segment's average Desire of 5.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Dove	Haircare & personal care	114	6.6	—	6.4	6.6	7.0	7/7
2	SUGAR Cosmetics	Skincare & cosmetics	110	6.4	—	7.0	6.2	6.2	7/7
3	Parachute	Haircare & personal care	106	6.2	—	5.6	5.8	7.2	7/7
4	Minimalist	Skincare & cosmetics	105	6.1	—	6.6	5.6	6.1	7/7
5	Colgate	Haircare & personal care	105	6.1	—	5.6	5.3	7.4	7/7
6	Mamaearth	Skincare & cosmetics	105	6.1	—	6.7	5.7	6.0	7/7
7	Vaseline	Skincare & cosmetics	94	5.5	—	4.6	4.9	6.9	7/7
8	Fogg	Haircare & personal care	91	5.3	—	5.8	4.7	5.5	7/7
9	Close Up	Haircare & personal care	88	5.1	—	5.2	4.5	5.8	7/7
10	Lotus Herbals	Skincare & cosmetics	82	4.8	—	4.5	4.5	5.3	7/7

Home & household

10 brands. Index 100 is the segment's average Desire of 5.5 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	LG	Home appliances	119	6.5	—	6.6	5.7	7.3	7/7
2	Surf Excel	Household products	118	6.5	—	6.3	5.8	7.4	7/7
3	Philips	Home appliances	110	6.1	—	5.9	5.6	6.7	7/7
4	Godrej	Home appliances	107	5.9	—	5.4	5.7	6.6	7/7
5	Prestige	Home appliances	106	5.8	—	5.4	5.3	6.8	7/7
6	Havells	Home appliances	105	5.8	—	5.8	5.2	6.3	7/7
7	Tide	Household products	93	5.1	—	5.0	4.4	6.0	7/7
8	Wheel	Household products	82	4.5	—	3.8	3.9	5.8	7/7
9	Hit	Household products	81	4.5	—	4.4	3.6	5.4	7/7
10	Comfort	Household products	79	4.4	—	4.0	3.9	5.2	7/7

Health & fitness

10 brands. Index 100 is the segment's average Desire of 5.4 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Cult.fit	Gyms & fitness	121	6.6	—	7.1	6.1	6.5	7/7
2	Himalaya	Health & medicines	115	6.3	—	6.2	5.8	6.8	7/7
3	Strava	Gyms & fitness	115	6.3	—	6.4	6.1	6.3	7/7
4	Patanjali	Health & medicines	114	6.2	—	6.9	5.5	6.2	7/7
5	Apollo	Health & medicines	106	5.7	—	5.7	5.1	6.4	7/7
6	Dolo 650	Health & medicines	94	5.1	—	4.9	4.2	6.2	7/7
7	Habuild	Gyms & fitness	88	4.8	—	4.2	5.0	5.1	6/7
8	Fortis	Health & medicines	87	4.7	—	4.7	4.3	5.2	7/7
9	Anytime Fitness	Gyms & fitness	82	4.4	—	3.9	4.5	5.0	7/7
10	Fitpass	Gyms & fitness	79	4.3	—	4.4	3.8	4.8	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 4.4 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Jio-bp	Energy & fuel	111	4.9	—	5.6	4.1	5.0	7/7
2	Indian Oil इंडियन ऑयल	Energy & fuel	104	4.6	—	4.2	3.8	5.8	7/7
3	HP हिंदुस्तान पेट्रोलियम	Energy & fuel	100	4.5	—	4.2	3.7	5.4	7/7
4	Bharat Petroleum भारत पेट्रोलियम	Energy & fuel	94	4.2	—	3.7	3.4	5.3	7/7
5	HP Gas एचपी गैस	Energy & fuel	91	4.0	—	3.3	3.3	5.5	7/7

Method & limitations

Once a month the top 250 brands in each of 25 markets are put to 7 AI models (Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI), the way a survey asks a respondent: first how well the model knows each brand, then how far it agrees with each of the 36 statements of the Havas Science of Desire 2.0, on a 1–7 scale. A model that rates its familiarity with a brand below 3 is left out for that brand. Each statement is the mean of the remaining models' ratings; statements average into fifteen dimensions, dimensions into the three Drivers of Desire, and the drivers into Desire, each out of 10. Each brand's index is its Desire divided by the average Desire of the brands shown in its segment in that market, × 100: 100 is the segment average, 115 is fifteen per cent above it. Change is the move in index points since the market's previous month.

A brand is shown only when at least 4 models knew it well enough to score it, and a segment only when at least 3 brands are shown. Only finished monthly runs are published. These are the AI models' own ratings when asked, not a survey of people and not an endorsement; brands are compared within a segment and market, not across them. See the full methodology.

Where next

This board measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.

Live leaderboards The Category Index The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited. Refreshed weekly Data story The Category Report How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story. Refreshed weekly Live leaderboard The GEO Index The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions. Updated hourly Explorer The AI Source Index Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF. Updated hourly Journal Analysis & articles The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes. New articles weekly Reference Methodology How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page. The rules behind it all Start here Insights overview The whole picture in one page: every live board, every data story and every published analysis, with what each one answers. The map of everything