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An Insight into Private Label Brands

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  • Sudhanshu Sekhar Kar
  • Rohit Prashar

Abstract

The recent booming of organised retail sector in India has also opened up vast scope for private label players in the market. As retail players are quick to grab a bigger and bigger slice of the retail pie, a new challenge in the shape of private label brands are raising their heads to upturn the applecart of the manufacturer brands. These private label players are no longer seen as cheap me-too products. Rather they are increasingly seen as competitors to the established brands as they lure the random buyers and toss-ups to their fold. Hence it is no wonder that the private label players are playing an increasing role from day to day in the market. They offer less priced products, satisfy local tastes even sometimes their products are of superior quality as compared to established brands. This article therefore, tries to look into the role of private labels in retail market outlining their growth, market share, problems and perspectives.

Suggested Citation

  • Sudhanshu Sekhar Kar & Rohit Prashar, 2009. "An Insight into Private Label Brands," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 34(2), pages 259-273, May.
    • Handle: RePEc:sae:manlab:v:34:y:2009:i:2:p:259-273
    DOI: 10.1177/0258042X0903400206
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    References listed on IDEAS

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    1. Bergès-Sennou Fabian & Bontems Philippe & Réquillart Vincent, 2004. "Economics of Private Labels: A Survey of Literature," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 2(1), pages 1-25, February.
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