India

For the second year in a row, Google takes the top spot on the India Simplicity Index. Respondents highlighted the search engine’s simple interface and the straightforward way it enables them to find what they need to find. As one respondent points out, Google has to be simple because it “needs to cater to people of all backgrounds.”

Good value and user-friendliness are the basis of the computer manufacturer’s high ranking this year, moving up from #9 last year. Several respondents also cited the brand’s high quality products, which naturally lead to fewer needed repairs. But when there is trouble, “support is accessible,” remarks one respondent.

Making an impressive leap from #39 last year is video streaming service YouTube. Similar to Google, YouTube is simple because consumers find it easy to get what they want with no fuss or frills. Several respondents also highlighted the ease of learning through YouTube, which provides educational videos from a variety of sources at their fingertips.

Here’s a true endorsement of Sony’s simplicity: “Its technology is so that even my two-year-old nephew can use it,” writes one survey respondent. But simple doesn’t mean simplistic. The Japanese electronics company is also perceived as innovative and best in class, making it clear to see why it’s been in the Top 10 for four years running.

“It is easy to connect to people,” a typical respondent says of the social networking giant. And that’s a good sign, considering “make the world more open and connected” is part of Facebook’s official mission statement. Respondents note that the site is accessible, user friendly, and—importantly—it’s also fun. Facebook has recently waded into controversy over some of its privacy settings, but that doesn’t seem to have dampened enthusiasm for this brand in India.

Philips moves up an impressive 17 spots to make it into the India Simplicity Index Top 10 this year. The electronics company earns praise for its reliable and sturdy products, and the dependability of its offerings makes it a no-brainer when it comes to choice, according to respondents. “They make life easy,” remarks one.

Innovative and updated, Nokia gets high marks in the India Simplicity Index for being user-friendly and reliable. Since the company’s mobile phone business was bought by Microsoft, the electronics maker has fallen on some harder times, but is currently staging a comeback by seeking partners for a return to smartphones.

India’s largest media house offers print, online and mobile app versions, that consumers praise. The brand also receives high marks for its commitment to plain language, no spin, and wide coverage. “Honest and to the point,” says one survey respondent.

Software giant Microsoft is seen as “indispensible to the computer world!” according to one respondent. Many others add that they are regular—if not daily—user and that the Windows interface enable a simple, intuitive user experience.

Respondents say Canon is “the ultimate experience” in cameras. Known for its “best-in-class,” user-friendly equipment, the brand is planning to more than double its retail store presence in India by the end of 2015. The move is critical to customer accessibility as Canon brings online sales to an end to prevent unauthorized transactions.

This travel booking and accommodation site has been the subject of complaints in the past for failing to deliver paid-for tickets as well as its spotty website. And with other travel booking sites sometimes described by respondents as “interchangeable,” TravelChaCha has an opportunity to simplify its offerings and shore up its services to distinguish itself from competitors.

The financial services industry frequently struggles with simplicity, and HSBC is no exception in India. Consumers cite the need to follow up multiple times for answers to their questions, and the bank’s confusing policies as reasons for rating it complex. One respondent describes HSBC as “technical, with a lot of terms and conditions.”

Hertz finds itself in the Bottom 10 of the India Simplicity Index for the 5th year in a row. Though the rental car company started in India exclusively as a chauffeur service, they’ve expanded over the last ten years to include traditional rental cars—but consumers find it difficult to grasp its pricing and fees, and are wary of hidden clauses.

Insurance is another industry often perceived as complex, and Bajaj Allianz is painted with that same brush. Respondents lodge complaints about the fine print. Others shared personal horror stories: “They promised certain things but now they say that is not applicable to my policy. I suffered monetary loss.”

For Oriental Insurance, consumers highlighted difficulty contacting customer service and the confusing and tedious brochures. “All things to do with insurance are incomprehensible,” said one frustrated respondent.

Peugeot dropped 10 spots in the India Simplicity Index this year. The European car company was dinged for “poor after sale service.” Consumers also complained of a dearth of service stations for the brand, noting that the stations that few that are available are also expensive. .

Insurance companies Tata AIG, IFFCO and Max Bupa have been playing musical chairs for India’s bottom spot in recent years, and this is reflected in a typical grievance and industry perception: “All insurance companies are the same.” Consumers cite the usual reasons for rating Tata the most complex brand in the region this year: confusing terms, hidden charges and poor communication.

Poor reception and hidden charges are at the root of this cellular service provider’s low ranking. The young company formed only 5 years ago as a joint venture between telecom company Tata Teleservices Limited and private retail conglomerate Future Group appears to struggle with brand awareness, with many respondents indicating they don’t know enough about their services.

Survey respondents note that this insurance company is complex for its hard-to-navigate website and its lack of clear communication to customers. “Generally need help with understanding the terminology used by insurance companies,” remarks one respondent, adding that they “tend to use jargon not known to [the] common man.”