Consumer perception for private label food brands in Ahmedabad city

India is witnessing growth in private label brands which in turn are giving tough competition to national brands. Retailers also prefer self-private brands as profit margin is higher in private brand. While, the future of private labels is dependent on the retailer's ability to overcome key challenges such as adaptive supply chain practices, quality infrastructure, accelerated growth in new categories, blurring dividing lines between private label and national brands. Not extensive literature is available on private label. Majority of the literature available focuses on price aspect highlighting it as one of strong reasons for purchase of private label. This paper studies the consumer perception about private label food products in Ahmadabad city.