Abstract
Emergence of private labels in India is due to immense growth of organized retail. Lower prices and consequentially higher profit margins are the major benefits of private labels. The competition and challenges faced by private labels in changing retail scenario are discussed in the paper below. Private labels should be treated at par with national brands. And the efforts to be taken by retailers in terms of branding, packaging and promotion are crucial and vital. The share of private labels in the success of retail sector should be structured.
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