The Indian market is currently witnessing a retail boom with organized retailers offering a whole assortment of goods and services to consumers under one roof with congenial shopping ambience. Private branding enjoys a prominent share of a retailer's shelf space in developed western economies. The trend is catching up in Indian market as well - slowly but steadily. This article touches upon the advantages of private branding and the issues to be addressed by organized retailers to gainfully leverage private labels.

The word retail is derived from the French word "retailer", which means "to cut a piece off" or "to break bulk". A retailer may be defined as a "dealer or trader who sells goods in small quantities" or "one who repeats or relates". Retailing thus may be understood as the final stage in the distribution of merchandise for consumption by the end consumers. In other words, any firm that sells products to the final consumer performs the function of retailing.

It thus consists of all activities involved in the marketing of goods and services directly to the consumers for their personal, family or household use. Retailing, as simply defined, is the end process of supply chain management where there is a direct interaction with the end-user or customer. Organized retailing is taking an important part in the evolution of retail market. It is characterized by large professionally managed format stores.

They provide an assortment of goods and services under one roof, in an excellent ambience. While providing shopping convenience through planned layout and attractive storage and display of goods based on consumer preference analysis, organized retail offers good value for money as the benefits of large-scale purchases are passed on to the consumers.

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