Flipkart helped bring e-commerce into the mainstream by solving the trust and accessibility challenges that once deterred first-time online shoppers. Cash on delivery, reliable fulfilment, straightforward returns and customer reviews reduced risk, while regional-language interfaces, broad delivery coverage and flexible payment options opened the platform to a wider audience. 

The retailer’s expansion from books into everyday categories, supported by a vast seller network and loyalty rewards, has made Flipkart part of Indian consumers’ regular shopping habits. That combination explains its strong Brand Conviction Index performance: More than half of consumers already shop there, while an even larger share intends to, signalling strong growth opportunity.

Louis Philippe has turned premium menswear into a lasting relationship, not a one-off purchase. By combining the authority of its royal-inspired identity with accessible ready-to-wear clothing, it has become a trusted wardrobe choice for ambitious professionals. The label’s evolution from formalwear to casualwear, footwear, accessories, and fragrances gives customers more reasons to stay with the brand as their needs change. 

A broad omnichannel presence, deeper assortments, attentive service and personalised loyalty engagement reinforce that connection. The result is advocacy: more than twice as many consumers recommend Louis Philippe as currently buy it, placing it sixth in our Brand Conviction Index.

Levi’s enjoys the highest customer base of any apparel brand in India in our Brand Conviction Index, and ranks highly for consideration and recommendation – a trend that is clear across Asia overall where the brand ranks 34th. 

More than 150 years of denim heritage give Levi’s an authenticity few rivals can replicate, but the brand is not relying on history alone. The company is currently investing in larger, more immersive stores and expanding beyond jeans towards a broader denim lifestyle proposition, while strengthening its direct relationship with consumers. That combination of heritage and reinvention helps explain why Levi’s word of mouth travels so well.

Founded in New York in 1985, Tommy Hilfiger built its reputation on Classic American Cool, a profile that resonates well in India. More than twice as many consumers as shop there now plan to shop there next time. 

One reason Tommy Hilfiger does well in India is that it serves as a ‘bridge-to-luxury’ brand, pairing an aspirational international image with accessible premium pricing. It may also reflect deep cultural roots: Founder Tommy Hilfiger’s first investor and partner in 1985 was Indian-American businessman Mohan Murjani, and the label has sourced fabrics, tailors, and hand embroidery from India for more than 35 years. Our research shows Tommy Hilfiger has built not only awareness but aspirational positioning among younger, urban consumers.

Lee Cooper’s century-old British denim heritage gives it a recognisable identity in India, but its local-partner model means the customer experience can differ considerably between markets. That makes advocacy particularly revealing: Consumers are responding to a brand idea that travels beyond any single retail network. 

India illustrates how Lee Cooper is seeking to translate that equity into greater physical reach, with joint owner Reliance Retail pursuing further franchise expansion. Meanwhile, recent fashion collaborations have refreshed its denim credentials for a new generation. Lee Cooper’s opportunity is to turn enduring recognition into consistent advocacy by marrying heritage and accessibility with a more coherent experience.

Allen Solly is a popular Indian apparel brand launched in 1993 that is now part of the Aditya Birla Group, with 390 stores. It is designed for the Indian climate, workplace culture, various body shapes, and moderate price expectations.

The brand’s success can be linked to its proposition that office wear need not mean grey and white. The ‘Friday Dressing’ concept, featuring a more relaxed, colourful range for the office, has fuelled a loyal customer base. Nearly twice as many consumers recommend the brand as currently shop there, and more than one-and-a-half times as many as currently shop there plan to return the next time they refresh their casual wardrobe.

Pepe Jeans traces its roots as an authentic, street-level denim brand back to London’s Portobello Road in 1973. Over five decades, the brand has grown into a genuinely international denim label, with a footprint of over 200 stand-alone stores and more than 6000 points of sale across upwards of 80 countries.

In Asia, India is the brand’s largest market by volume, with sales growth outpacing more mature regions and continued expansion into smaller cities. This makes Pepe Jeans more than a heritage touchpoint; it’s a genuine commercial engine today. In our research, more than twice as many consumers recommend it as currently buy it.

Launched in 1986 and named after Manhattan’s most prestigious street, India’s Park Avenue was built on a simple promise: Complete wardrobe dressing solutions for the modern professional. Nearly four decades later, it has more than 100 of its own stores and 2000 resellers at home and in neighbouring South Asian markets. It builds brand awareness through officewear influencers, LinkedIn-oriented campaigns, corporate partnerships, and collections tied to religious or festival events. 

A strong association with the MyRaymond retail group helped build trust and credibility, which is why our research shows that more than twice as many consumers recommend it as currently buy it. The name carries weight. The conviction follows.

Van Heusen’s largest regional presence is in India, which accounts for 9 per cent of global sales through a network of about 500 stores. Officewear is a category where fit, style and brand reputation all influence customer satisfaction, factors around which Van Heusen has built its proposition, positioning itself as a premium lifestyle brand for professionals.  

This focus also shapes the brand’s approach to engagement. Its ‘Most Fashionable Professional’ campaign invited users to nominate their peers, using professional networks to build recognition. Our research shows that twice as many consumers are willing to recommend Van Heusen as a brand they currently buy from.