In a world where every brand wants to be your best friend, your big sister, your fitness coach, your therapist, and your go-to midnight snacking partner- all at once- what really makes us trust one over the other?
The digital age has democratised branding, but it has also made it harder to earn and keep trust. With every scroll, swipe, and story, we’re bombarded with polished campaigns, recycled hashtags, and influencer codes that promise more than they deliver. But as the noise grows louder, consumers have sharpened their instincts.
Today, trust isn’t earned with jingles or logos alone- it’s earned in comment sections, refund policies, relatable memes, and whether or not you keep your promise of a 10-minute delivery!
And yet, some brands, across industries, old and new, have cracked the code. They don’t just sell. They show up. They speak clearly. They listen. They apologise when needed. They value consistency over charisma. And, perhaps most importantly, they behave like humans, not billboards.
The timeless trust builders
Let’s start with the obvious, but often overlooked, brands that never had to shout to be heard. Amul, the dairy darling of India, still tops trust charts after all these years. Why? Because it has stayed local, stayed witty, stayed consistent and never pretended to be something it’s not. Its topical ads, rooted in everyday Indian culture, continue to spark conversation while reinforcing the brand’s authenticity.
Tata Group, with a brand value of $31.6 billion, isn’t just trusted- it’s revered. Its legacy isn’t built on glamorous marketing but on ethical business practices, social initiatives, and reliability that transcends categories. Tata doesn’t sell values- it lives them. From salt to steel to airlines, its brand extensions are met with curiosity, not scepticism.
LIC, despite growing competition from private players, holds nearly 70% of market share in life insurance. Its trust isn’t about snazzy campaigns. It’s about generations of policyholders who’ve passed on stories of how it came through when needed. Its marketing is rooted in familial security- simple, no-frills, and emotionally resonant.
Legacy doesn’t mean outdated and brands like Bajaj, Nirma, Asian Paints, and Raymond prove it with every campaign. Bajaj Auto, with its legendary “Hamara Bajaj” campaign, tapped into middle-class aspiration like few others could. Decades later, it continues to stand for rugged reliability and value.
Nirma, once a challenger brand, rewrote the detergent market with its jingle-powered narrative of affordability and empowerment. Its iconic ad featuring the Nirma girl remains a pop culture symbol of the ’90s, and the brand still resonates in homes across Bharat.
Asian Paints, with its long-standing tagline “Har Ghar Kuch Kehta Hai,” has remained a master of emotional marketing. Whether through animated brand ambassador Gattu or its recent tech-driven services, it has kept pace with changing times while staying culturally rooted.
And then there’s Raymond, whose tagline “The Complete Man” stood as a cultural commentary on modern Indian masculinity. Its ads didn’t just sell fabric- they told stories of kindness, responsibility, and grace. That emotional storytelling remains relevant even as the brand redefines itself for younger audiences. There are many more such legacy brands that have stood the test of time- quietly building trust by staying consistent, culturally rooted, and unmistakably Indian in identity and intent.
These brands don’t rely on momentary buzz- they rely on emotional equity, cultural resonance, and campaigns that evolve without losing their core. Their trust wasn’t built overnight, and it certainly wasn’t built on vanity metrics. It was built on a steady relationship with Indian households- generation after generation.
The new-age trust equation
On the other side of the spectrum are brands like boAt, Lenskart, Paper Boat, Zerodha, Sugar Cosmetics, and Ather Energy- built in the digital-first era but powered by something deeper: community, content, design clarity, and consistent consumer connect.
boAt didn’t just sell earphones- it sold a lifestyle that felt affordable and aspirational, reinforced by its youth-driven “#SoundOfTheChampions” campaign during major cricket events.
Lenskart, with its omnichannel model and sharp branding, gained trust by making eyewear accessible and stylish. Its campaign “Haters Ka Shut Up Call” targeted young audiences with confidence and quirk, striking the perfect tone of relatability.
Paper Boat revived childhood memories with storytelling-led marketing- its animated films like “Rizwan” and campaigns around festivals built strong emotional equity.
Zerodha built trust in the fintech space by choosing simplicity and transparency over celebrity endorsements- its minimalist UI, zero-commission model, and founder-led communications have made it India’s most-trusted trading platform.
Ather Energy is another standout- a brand that not only markets sustainability but actually delivers it through deep product education, test rides, and responsive service. Its “Let’s Charge India” initiative aligned the product with purpose.
Even in telecom and finance, PhonePe and Airtel have emerged as trust giants- not just through seamless UX but also through proactive service, vernacular engagement, and helpful content ecosystems. Jeep India, surprisingly, has topped TRA’s Brand Trust Report four years in a row in the SUV category, despite being premium-priced. Why? Trust, not affordability.
It’s not just what you say- it’s what you show
We’re living in the era of the sceptical scroller. People Google ingredients, fact-check taglines, zoom in on packaging, and call brands out on X if they feel misled.
The FSSAI’s crackdown on misleading claims like “100%…” is a sign that even regulators are pushing for honesty over hyperbole.
Meanwhile, the dark patterns debate- where some OTT platforms make subscription cancellations intentionally confusing- has put major players under scrutiny. Trust is eroded not just by what you do, but by what you design. Brands that manipulate rather than guide users are being called out, and rightly so.
Trust is also about what you don’t say
Sometimes, the absence of gimmicks speaks louder. Tata Salt, Bata, Parle-G- these are names that don’t feel the need to reinvent their identity every quarter.
Their trust is baked into Indian kitchens, wardrobes, and tea-time rituals. And that’s marketing without marketing.
Even today, when startups are obsessed with rebrands, pivots, and fresh fonts, these legacy players remind us: You don’t always need a neon rebrand when what you really need is a stronger relationship with your audience.
Cracking the trust formula
So what exactly builds trust today? Here’s the not-so-secret formula:
Relatability > Celebrity: Gen Z trusts influencers who feel like them, not those who live in penthouses.
Transparency > Tactics: Don’t hide behind asterisks or fine print. Say it like it is.
Consistency > Virality: Trust is a long game. One viral post won’t build it, but one slip-up can break it.
Community > Campaign: Build around people. Let them speak. Listen when they do.
Ethics > Optics: Purpose isn’t a slide deck. It’s a choice, every single day.
So, should brands be worried?
Only if they think trust can be bought, not built. The consumer in 2025 is wise, wired, and wonderfully vocal. They notice everything- what you post, what you ignore, how you respond, and whether your values show up when no one’s watching.
In a country where Dolly Chaiwala can become a brand and X can spark outrage or applause in minutes, trust isn’t a metric. It’s a movement. And in this movement, the brands that act human, stay honest, and show up consistently- win.
So maybe, it’s time to stop asking how to look trustworthy, and start asking: Are we building something that’s truly worthy of belief- when the ads stop, the lights dim, and only our actions remain? In a world where consumers swipe past slogans but stay for sincerity, the most trusted brands going forward won’t be the loudest- they’ll be the ones that mean what they say, and prove it every single day.
