Private Label Marches

Retailers are marching towards branding their products through the name of private labels and the original brand makers are finding it difficult to occupy the shelf space and soon will find it difficult to occupy the mindspace of the customer. That is the power of the private labels to influence the minds of the customer. As the retailers use the private label concept they could also with stand the core inflation against the period by using supply chain magic. The concept of logistics helps the retailers to shave the cost by 3 percentage minimum for each product.Thomas Varghese, CEO of Adhitya Birla Retail says the private labels strategy of More has undergone a revamp in terms of number SKUs. More, says Varghese, had 360 SKUs in 13 brands. Now it has reduced to 280 SKUs across brands which he likes to call as "power brands".