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Abstract
India is on the 5th position in the world for the largest retail market. The Indian retail market is very fragmented but with an improving economy and growth drivers such as favourable demographics, urbanization and shift in consumer shopping behaviour gives an opportunity for the development of modern retail formats. The Indian retail market is expected to almost be double to US$1 trillion upto 2020. A private label brand is a brand owned, merchandised and sold by retailers themselves that carries the retailer’s name and is exclusive to a retailer, but is produced by another company.