22/09/2026
New Research | Consumer Usage & Attitude towards Private Label Brands in India
Consumers are increasingly evaluating them on quality, value, trust, packaging, availability, and overall experience; it is no longer simply perceived as “lower-priced” alternatives
Our latest research by Median Research & Consulting explores how Indian consumers perceive and engage with private label brands, uncovering some interesting shifts in purchase consideration and future intent.
Key highlights:
* 92% believe private labels can be as good as national brands
* 93% perceive them as offering good value for money
* 96% of existing users are satisfied with their private-label purchases
* 68% are definitely likely to purchase private labels on their next shopping trip
* Retailer reputation plays a significant role in building trust and encouraging trial
* Quality, availability and product variety remain important opportunities for improvement
The findings highlight a clear opportunity for retailers and private-label players to move beyond price-led positioning and build stronger brands
Overall, the report provides a deeper look at consumer expectations, category acceptance, purchase drivers, barriers, switching behaviour and the role of retailer reputation
