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Private labels when initially launched were considered to be cheap dupes of national brands, but the impotents in the quality of product brought in by the retailers have made considerable changes. Although food & beverages dominate the retail industry in India, apparels & accessories dominate the private label market in India. The private label brands in apparels & accessories offer maximum margin to the retailers, up to 40 percent in some cases. Organized retail is accepted in a better way in comparison to the past. Shopping through modern retail outlets is not considered luxury anymore. The changing lifestyle, improved standards of living and increased population of working women in the country are changing the shopping preferences.