Where we interview

TRA interviews in 16 Indian cities every year. The cities were selected on their contribution to GDP, and they cover the four regions of the country.

Region	Cities
North	Delhi, Lucknow, Chandigarh, Jaipur
East	Kolkata, Guwahati
West	Mumbai, Pune, Ahmedabad, Nagpur, Indore
South	Chennai, Hyderabad, Bangalore, Coimbatore, Kochi

Brand Trust Report 2026 fieldwork, Sep '25 to Feb '26; Most Desired Brands 2026 fieldwork, Mar to Sep '26. The number of respondents in each city is proportional to its GDP.

Share of respondents by city

City	Region	Most Desired Brands 2026
Mumbai	West	14.9%
Delhi	North	12.2%
Kolkata	East	10.9%
Bengaluru	South	7.5%
Hyderabad	South	7.2%
Ahmedabad	West	6.3%
Chennai	South	6.1%
Pune	West	5.6%
Lucknow	North	4.7%
Jaipur	North	4.7%
Coimbatore	South	3.6%
Chandigarh	North	3.5%
Nagpur	West	3.3%
Guwahati	East	3.3%
Kochi	South	3.3%
Indore	West	3.0%

Shares as published in the Most Desired Brands 2026 methodology, to one decimal place. Fieldwork 9 March to 29 September 2026. The Brand Trust Report 2026 shares will be added when the respondent file is released.

Who we interview

Respondents are peer-influencers: the top 10% of brand-aware people with influence over others. Each one passes a screening of at least 15 correct brand-based answers and speaks English and at least one Indian language.

Salaried men and women in firms of 200 or more employees, or with turnover of Rs 50 crore or more, with a monthly income of Rs 20,000 or more.
Home influencers who live in societies of 100 or more homes and carry weight in family decisions on appliances, products and a child's education.
Age 21 to 50 years. People who work in PR, advertising, market research, BPO or KPO are excluded.
Nobody is paid to take part. An interview takes about 45 minutes, on an app that records location, voice and time and verifies the respondent.

Brand Trust Report 2026 methodology Most Desired Brands 2026 methodology BTR 2026 listing MDB 2026 listing

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