Which paper product brands do AI assistants recommend in India? Q4 2026
In India, AI assistants most often recommend Kleenex, Origami and Scott's for paper products. Kleenex is named by 4 of 5 assistants.
What the data says
Kleenex is the paper product brand AI assistants recommend most in India, taking 18% of all recommendation points across 5 assistants. Origami follows with 13.9% and Scott's is third with 12.7%.
Kleenex's lead over Origami is 4.1 points, a clear advantage in how AI shortlists the category.
DeepSeek puts Kleenex first, while ChatGPT favours Origami, Claude favours Scott's, Gemini favours Origami and Grok favours Scott's.
The top five brands hold 62% of recommendations out of 27 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Kleenex | Kleenex | 18% | 65 | 35 | 95 | – | 75 |
| 2 | Origami | Origami Cellulo | 13.9% | 105 | – | 8 | 95 | – |
| 3 | Scott's | Kimberly-Clark | 12.7% | – | 45 | 60 | – | 85 |
| 4 | Selpak | Eczacıbaşı Consumer Products | 9.6% | – | – | – | 85 | 59 |
| 5 | Premier | Independent | 7.6% | 70 | – | – | 32 | 12 |
| 6 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 7 | Centuary | Independent | 3.5% | – | – | 52 | – | – |
| 8 | Tempo | Essity | 3% | – | 25 | – | – | 20 |
| 9 | Beco | Beco India | 2.7% | – | – | – | 40 | – |
| 10 | Bella | TZMO Group | 2.4% | 36 | – | – | – | – |
| 11 | Handy | Handy | 2.4% | – | 36 | – | – | – |
| 12 | Charmin | Procter & Gamble | 2.3% | – | 35 | – | – | – |
| 13 | Puffs | Procter & Gamble | 2.1% | – | – | 32 | – | – |
| 14 | Softkins | Independent | 1.7% | – | – | 25 | – | – |
| 15 | Renova | Renova | 1.7% | – | 25 | – | – | – |
| 16 | Softy | Independent | 1.6% | 24 | – | – | – | – |
| 17 | Indian | Generic | 1.6% | – | 24 | – | – | – |
| 18 | Presto! | Amazon Basics | 1.3% | – | – | – | 20 | – |
| 19 | Safe | Independent | 1.3% | – | – | 20 | – | – |
| 20 | Scotties | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in India?
- ChatGPT recommends Origami most often for paper product in India. Across all assistants, Kleenex leads with 18% of recommendations.
- Which paper product brand is improving fastest in India?
- Origami has the strongest momentum among challengers: AI names it first in 5 of 7 answers where it appears, while holding 13.9% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Paper Products: AI rankings by country
Covers: Paper Towels, Tissues, Toilet Paper.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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