Assessing the Growth and Prospects of Private Label Brands in the Indian Retail Industry: An Exploratory Study

Abstract

This exploratory study examines the growth, consumer perceptions, and future prospects of private label brands (PLBs) in the Indian retail industry. Drawing on data collected from respondents through a structured survey, the research analyzes familiarity levels, attitudes, purchasing intentions, and perceived competitiveness of PLBs in comparison to national brands. Descriptive results show high consumer awareness and positive perceptions of PLB growth, with most respondents indicating strong value-for-money evaluations and favorable quality comparisons. Chi-square analyses reveal significant associations between familiarity, perceived market growth, competitive dynamics, and purchase-related attitudes, highlighting the interconnected nature of consumer evaluations. Regression models demonstrate moderate predictive power, with familiarity and value perception emerging as influential factors in shaping purchase likelihood and quality assessments. The cluster analysis identifies three distinct consumer groups—value seekers, cautious buyers, and brand-dependent consumers—indicating the need for differentiated promotional and positioning strategies. Overall, the findings suggest that PLBs are gaining substantial traction in the Indian market, supported by improved quality, competitive pricing, and enhanced retailer-driven initiatives. The study concludes that PLBs hold strong future potential and are poised to play a transformative role in shaping retail competition and consumer behavior in India.