Market researcher Nielsen claims that share of Indian private labels now stands at 4.5 per cent of overall supermarket sales, 220 basis points less than their share in 2010. According to a global report of Nielsen, retailers like Aditya Birla More, Reliance Retail Bharti Retail & others pull out own brands from shelves. Peter Gale, MD, Retailer Services at Nielsen said, “Retailers launched private-label programmes expecting Asian consumers to instantly trust them without investing the 20 years it has taken in developed markets to build acceptance, many Asian retailers virtually copy-and-pasted the European model without dedicating the groundwork necessary.” Most big retailers have come out of the crisis and some like Future group and Spencer’s Retail are still upbeat about their private label business.
