What caught our attention
Jio has led its category by a wide margin. A lead of that size is often treated as settled.
We looked at whether the consumer pull behind the lead was holding steady.
What BII shows
Category Buying Intent share
Category Buying Intent share: 69.1% to 61.3%, Aug ’25 to Aug ’26 · minus 11% YoY.
Brand Trust
Brand Trust: minus 13%, Year on year.
Brand Desire
Brand Desire: minus 27%, Year on year.
Category position
Category position: #1, Still the leader in Aug ’26.
What sits underneath
All three measures moved down together. Brand Desire fell the most (−27% YoY), then Brand Trust (−13%), while the share of category Buying Intent fell 11%.
When wanting falls faster than reliance, it may suggest a brand that is still trusted but less actively preferred.
Why this matters
Leadership measured by position can stay intact long after the consumer pull behind it begins to soften. At 61.3%, Jio still holds most of its category’s Buying Intent.
The direction is what deserves attention. A steady decline in Desire and Trust can come well before any change in rank — and is easier to address while the lead is still large.
What we would watch next
BII reads every brand every month, so each of these can be followed as it develops.
- Whether Jio’s share of category Buying Intent steadies or keeps falling.
- Whether Brand Desire, the steepest of the three declines, begins to recover.
- Which brands in the category account for the share Jio no longer holds.
How BII can be used this way
Leadership-health and early-warning tracking
For a category leader, BII works as an early warning — showing whether the Buying Intent, Brand Trust and Brand Desire behind the lead are holding, well before a change in rank would show it.
See the six ways brands use BIIMethod and caveats
- Period
- Aug ’25 compared with Aug ’26.
- Category
- Mobile service providers.
- Scope
- BII’s monthly national reading across the 16 cities it covers.
- Reading
- Share is Jio’s portion of the category’s Buying Intent in the month. Year-on-year changes compare Aug ’26 with Aug ’25. Figures describe what moved, not why.
Independent BII analyses. Brands featured are selected because we find the market development noteworthy; inclusion does not imply a client relationship.