'My store my brand' - a critical review of online and offline private label brands in India

Ruchita Pangriya and M. Rupesh Kumar

International Journal of Indian Culture and Business Management, 2018, vol. 16, issue 2, 223-244

Abstract: Private label brands are in the nascent stage in India. Therefore, the market for private labels in India is attractive, promising and prospective. Private label brands have a strong presence in offline retailing and are gradually but steadily establishing themselves in online retailing as well. The private labels are spread out in almost all the product categories. The objective of this paper is to critically review the Indian private label market and to disclose the prominent factors that affect the sales of private label brands. In tune with the objective, 33 relevant articles were selected from a large pool of database and analysed critically. The various factors affecting the private label performance have been critically analysed and the gap in the existing literature of private label brand has been identified. From the various analyses and reviews presented in this paper, it is expected that this review can be further referred in the new studies for the understanding of private label brands. This article may also benefit the strategy makers to understand the various factors which affect the performance of private label brands.

Keywords: private label brands; in-store brands; national brands; retailer; e-tailer; India. (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=90095 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:16:y:2018:i:2:p:223-244

Access Statistics for this article

More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().