Havas CX, in partnership with OpinionWay, has released the X Index India 2025, analysing customer experience across multiple sectors and brands. The study has evaluated 47 Indian brands across eight categories through 19 experience indicators, based on insights from a global survey of 59,000 consumers covering 580 brands.
The report has identified Tata Motors (97.3) as the top-ranked brand in India, followed by Tata Cliq Luxury (88.6), OnePlus (82.8), Taj (81.6), and Mahindra (79.2). Zerodha, Apple, JBL, Hyatt and HDFC have also featured among the top performers in customer experience rankings.
The research has found that 59% of consumers globally have stopped buying from a brand after a bad experience, indicating increased sensitivity to performance and delivery. The study has assessed brands across four key experience pillars—functional, emotional, personal and collective, covering aspects such as reliability, engagement, personalisation and accessibility.
Findings have shown that India faces a noticeable trust-to-delivery gap, where customer trust in brand promises remains higher than satisfaction with actual experience. Categories including fashion/luxury and financial services have shown wider perception gaps, while automotive, hospitality and technology have demonstrated stronger alignment between expectations and delivery.
The report has noted that Indian consumers are increasingly prioritising reliability, speed and consistency over personalisation alone, reflecting a shift towards proof-driven customer experience expectations.
