The survival of the fittest: Private label vs the manufacturer brand

The best way to predict the future is to invent it and then manage it. Private labels, an invention have come a long way over the last three decades. Private labels in India have expanded across FMCG categories, home care and other low end products. Traditionally private label were seen as low priced, low graded products, but the biggest change which has happened is the entry of premium private label, Now the brand has broadened the frame of reference by saying the best you can buy. By offering superior quality many private label brands have overtaken the manufacturing brand. As the retail players are quick to grab the bigger slice of the retail pie, a new challenge in the shape of private label brands are raising their heads to turn up the applecart of the manufacturer's brands. This article narrates to the reader giving insights about trends and practices in private label and effective category management.