India’s oldest sugar brand Parry’s has been awarded with this year’s prestigious Consumer Superbrands by popular consensus among consumers and industry experts.

This global acknowledgement places it in an elite league of the world’s best brands. Parry’s Sugar is the only sugar brand in India to be conferred Superbrand status.

Commenting on the honour, Ravindra Singhvi, MD EID Parry said, “I am extremely delighted with this achievement. Consumer Superbrands in India has become a definitive statement for brands success. This recognition will help us take the brand ‘Parry’s” to the next level as a strong entity. I would like to thank every consumer of Parry’s sugar for their faith and continued support in establishing the brand. This further reaffirms my belief that we are on the right path as far as the brand and our marketing initiatives are concerned.”

Superbrands is a concept that started in 1993 in the UK to chronicle case studies of exceptional brands; to pay tribute to them and their brand guardians. Since then 86 countries have already published 293 volumes featuring more than 12,500 case studies.

Superbrands has a rigorous two step selection process which takes almost five months. First the consumer and then the Superbrands council members do the selection. The council members consist of very eminent company heads who know what it takes to build successful brands

For this edition, 29,011 people participated in the exercise. More than 1.10 million scores were registered. Each participant gave scores between 10 (highest) and 1 (lowest). Average scores of 6 and above qualified the brand to be short listed. All below that were ignored.

Brands that had passed the consumer’s scrutiny were then subjected to the evaluation of the Superbrands Council. Only about 15% from the original list of 1734 nationally present brands that we started off with have qualified.