Battle of private and national brands Strategies to win a losing battle against the private brands in India

By:

SHETTY, A SHIVAKANTH

Contributor(s):

MANOHARAN, S

Material type:

Mixed materialsPublication details: 2012Description: 32-45Subject(s):

BUSINESS STRATEGY

NLM classification:

658.401

In: ICFAI: JOURNAL OF BUSINESS STRATEGYMSummary: Private brands which were once treated as inferior, substandard and poor man's products are now proving to be the new game changers in the vibrant Indian retail sector, threatening to pose an existential threat to the various national brands. By adopting value pricing, better quality through upscaling, high safety standards, customized packaging, differentiation and leveraging the brand equity of the retailers, they have significantly grown over the last decade across the world in general and particularly in India.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		9/3	Available		P14575

Private brands which were once treated as inferior, substandard and poor man's products are now proving to be the new game changers in the vibrant Indian retail sector, threatening to pose an existential threat to the various national brands. By adopting value pricing, better quality through upscaling, high safety standards, customized packaging, differentiation and leveraging the brand equity of the retailers, they have significantly grown over the last decade across the world in general and particularly in India.

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