A Study on Product Mix of Private Labels in Packaged Groceries with Reference to Organised Retail Sector in Ernakulam District

India has experienced rapid changes and socio economic transformations in retail sector in the past few years. Private label brands or store brands have shown remarkable growth for the past few years. Private labels are slowly becoming protagonist in the big Indian retail growth story. Taking cue from the west, Indian retailers are also churning out newer ways to increase their profit margins. One such initiative is the introduction of in-house brands. Initially it was positioned as low price and low quality brands, now the situation has been changed and the in house brands have moved a long way in establishing its identity. Now the private labels are widely accepted in par with the national brands in terms of price and quality. The major reason for this remarkable success is that private label help retail stores to attract customers, build loyalty, generate large sales and enhance profit margins. The present research carried out at the selected retail chains of Big Bazar, Reliance Fresh, More and Lulu in Ernakulum district.