This research paper has attempted to develop a deeper understanding of how marketers of national manufacturer FMCG brands perceive about the value added store brands in India and plan to respond to the increased visibility of store brands in India. The paper has also described the perception of leading branded goods manufacturers in terms of the retail brand differentiation strategies that the marketers of store brands should follow. This paper has also developed and tested hypotheses about consumers' perceptions of store brands in ethnic wear clothing and organic food categories where there is an effort made by some retailers to develop value added store brand products.
