Abstract: As interest in own brand continues to mount, FMCG manufacturers are responding by developing ranges or a brand hierarchy which closely follows that currently going on within the own brand landscape. In emerging markets, smaller, value pack sizes have been successfully leveraged to recruit a wider spectrum of shoppers
The power of private labels is being explored by most retailers today as they do not want to be at the mercy of the big manufacturers. Private labels are generally introduced to get higher gross margins from branded products. They also place the retailer at an advantage over the branded FMCG players who have historically been arrogant with the retailers.
Decision making in a Private Label strategy is neither easy nor generic. It requires high customization in each country, region and category. The diversity of decision making in Private Label operations may vary from ‘Why’ to ‘Why not’, In the Indian context too we need to ask both these questions.
Keywords: Private labels, Store brands, retail mix strategy, retailing, and customer loyalty.
Title: Private Labels: A Changing Perspective in Indian Retailing
Author: Ms. Pooja Dhaktod, Dr. Shiney Chib
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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