Emergence of Private Labels in India

“The growth of organized retailing has led to the emergence of private labels in India. Although initial growth of private labels in India has been limited to certain categories like grocery and apparel, it is expected to expand into many other categories as well. The private labels may be an enormous opportunity in Indian market but it is also accompanied by country specific challenges. It will be interesting to understand cultural antecedents which can be pivotal for attitude towards private labels. This paper discusses the private label concept, private label scenario in India, global comparisons and case of organized retail in India. In addition, the paper highlights correlated demographic and socio-cultural factors as drivers for organized retail and adoption of private labels in India. Finally, this paper identifies the salient issues faced by private labels towards adoption in this country.