HLL & Tatas shine at the FMCG consumer reaction awards

MUMBAI: Incorporated for the first time ever, 1 March saw the kick off of the FMCG Consumer Reaction Awards 2005. Concieved and executed by Fun & Joy At Work, the aim was essentially to recognise 'Master Brands' via market research.



The awards were based on the the voice of the consumer and in turn sharing the consumer's feeling and acceptance of a product, amidst the several competitive products that exist across categories. Hence, the award to a product was based on the most popular product in a particular category and its popularity according to research conducted on the mass size of population. The FMCG Consumer Reaction Awards was a tribute to the brand by the consumer himself.

With 28 categories, the glittering ceremony at the Taj Lands End saw the who's who from the FMCG sector. Hindustan Lever Ltd and the Tata's emerged as the popular winners as they bagged a lot of awards across categories for their products.



Getting feedback on the awards at the ceremony, spoke to a slice of the industry on their perspective. While some lauded the effort and the thought that went into the institution of these awards, other thought that the categories were not well represented.

For instance, in the soft drinks category only Pepsi and Coke were judged leaving behind all the other soft drink products. Similarly, in the adhesive category, Mseal and Fevicol were judged. This came across as funny to many a people due to the fact that Mseal is not an adhesive and does not fall in the same category as Fevicol. Also a lot of other products in the adhesive category were not included.

In the Paints segment, only Asian Paints and Nerolac were shortlisted , all the others ignored.



The 'Master Brands' chosen by the consumers were as follows:

Consumer non durables -

OTC - Vicks

Soaps - Lux

Detergents - Surf

Shaving Cream - Gillette India

Tooth Paste - Close Up

Paints - Asian paints

Adhesive - Fevicol

Shampoo - Pantene

Foods -

Biscuits - Parle G

Chocolate - Cadbury's Dairy Milk

Tea - Tata Tea

Edible Oil - Saffola

Ice Creams - Kwality Walls

Soft Drinks - Pepsi

Drinking Water - Bisleri

Health Drink - Bournvita

Atta - Kissan Annapurna

Masala - Everest masala

Ketchup - Kissan

Salt - Tata Salt

Fashions & Specialties -


Formals - Reid & Taylor

Casuals - Provogue


Formal - Allen Solly

Casuals - Wills Lifestyle

Cosmetics - Lakme


Watches - Titan

Shoes- Liberty

Jewellery - Nakshatra Diamonds

Admired Luxury Wear - DAKS

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