Do I trust the word trust?: How Indians are judging brands & demanding accountability

Authored by Rutu Mody-Kamdar, founder of Jigsaw Brand Consultants.

Trust is the bedrock of almost everything we know in life. It's the one thing that keeps us going, knowing that we have something credible, legitimate, and worthy to back us up. We also know that 'trusting' something means that we can carry on with faith and without fear.

For brands, it's always been about building that relationship that keeps consumers glued. In India, trust in brands meant simple things. A familiar logo. A long-standing legacy. An established founder who came from a good background and family. This was quite enough to secure trust and loyalty. But this doesn't hold true anymore. Several of those institutions that we so blindly trusted did end up stumbling and crumbling along the way. Today, Indians are demanding something far more than just the word "trust" and are holding brands up to very high and demanding standards.

The Skepticism Revolution

The power equation of brands and Indians has changed over the years. Trust has moved from being an assumption to a question. Indians today are increasingly asking, "Can this brand prove itself to me?" "Can I trust this brand?" Today, enough and more information platforms are available to answer these questions for the consumer.

Skepticism comes from bad experiences. Several of them, over the years, have jaded the Indian consumer. Scandals, data breaches, misleading advertisements, greenwashing. Indian consumers are now doubting first and believing later. Brands today need help to establish trust in a crowded, cynical market.

Trust was Solid and Simple Earlier

Traditionally, trust was built on pillars that felt almost indestructible:

1. Old Name: Legacy brands like Tata, LIC, Air India, UTI all earned the consumers trust by simply standing as old horses in the market. The fact that they had been there for several decades
2. Personal Recommendations: Trust always came from personal connections. A shopkeeper's word, a neighour's endorsement was enough to build trust
3. Familiarity: It was enough to have seen the brand advertised or on the shop shelves. Familiarity bred comfort and comfort led to trust and loyalty. It was really as simple as that.

However, today, everything is changing. None of these pillars can guarantee trust anymore. Newer brands are springing up with great speed and agility, while older brands feel traditional and fuddy-duddy. Recommendations have gone digital, with scores and ratings replacing personal nudges. Familiarity, while still comforting, isn’t compelling without proof of authenticity.

What are the New Barometers of Trust?

With today's consumer and the proliferation of so many brands, the markers of trust have changed for consumers.

1. Radical Transparency: Consumers expect brands to lay their cards on the table. Where are your products sourced? What is the method of production? Are there any non-natural products used?
2. Proactive Accountability: If something goes wrong, consumers expect alacrity and accountability. Mistakes are inevitable, and consumers don't think brands are inhuman. An honest apology, followed by visible corrective action, often builds more trust than a spotless track record.
3. Alignment with Values: Trust now rests on shared values. Brands that champion values that consumers hold are admired and loved. But it doesn't just stop at having those values. Brands are expected to walk the talk. Purpose-driven brands work well when they resonate with the purpose of this consumer.
4. Building Communities: Trust is no longer about me and you. Trust is about building communities. It is about fostering a dialogue with many people who are like me and building real and human social media interactions.
5. Real-Time Responsiveness: Brands that respond and react in real-time are admired. Whether it's real-time tracking or swift resolution of complaints, consumers expect quick action by brands.

The Indian Lens: What Consumers Expect Now

Indian consumers—across metros and small towns—are redefining what it means to trust a brand. They expect brands to understand and respect local traditions and values while offering tangible proof of their intent. Honest conversations matter more than polished facades.

Trust is no longer an inheritance; it is a responsibility. Consumers are demanding more because they believe they deserve more. For brands, this means rethinking every aspect of their existence—from purpose to process—to align with these elevated expectations.

The new Indian consumer doesn’t trust blindly, but when their trust is earned, it is deeper and more loyal than ever before. Trust today isn’t a word; it’s a promise—one that brands must work tirelessly to fulfill.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.