Indian brands gaining most social following

By RJ Whitehead, 25-Sep-2012

India’s domestic food and beverage brands have been growing their fan bases at a much faster rate than their global counterparts over the last year, according to research by Ketchum Sampark.

Grouping together brands from inside and outside the country and then quantifying the number of online “fans” from Facebook, LinkedIn and Twitter each side could boast, the study revealed that the F&B segment has been growing at a rate of over 11% for local brands, compared to just under 3% for international brands.While the pace of growth has been swift in the F&B category, it is still outpaced by the rise of domestic travel and tourism (15.5%), technology products (15.4%) and automobiles (12.8%).

Getting engaged

The study also found that domestic F&B brands recorded an almost five-times better engagement rate through social media than incoming international players, with 5.6% versus 1.2% respectively. 

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