Market Opportunities and Business Strategies in Private Label Branding in India

Date: March 23, 2012
Pages: 41
Price:
US$ 1,950.00
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Publisher: BRICdata
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: M146C9CAC8EEN
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Market Opportunities and Business Strategies in Private Label Branding in India
Synopsis

The report provides top-level market analysis, information and insights into the Indian private label products market, including:
  • Current, historic and forecast values for the Indian private label market
  • Comprehensive, country-specific analysis of market attractiveness covering key macroeconomic trends plus benchmarking with other key global and Asian private label markets
  • Detailed analysis of the key drivers for private label in India
  • Detailed analysis of the challenges affecting the private label market in India
  • Detailed analysis of retailer strategies by product categories and by retail format
  • Case studies of the top private label retailers in India

Summary

The market for private label products in India is still in its nascent stages and accounted for just XX% of the overall retail market in 2011. The Indian retail market is highly fragmented and primarily consists of unorganized outlets such as ‘kirana’ stores. It is expected that organized retail is going to undergo a period of growth over the forecast period. Retailers entered the Indian private labels market by providing staples such as food and beverage products. The positive growth potential of these categories convinced many retailers to enter the personal care market in 2009. The main growth strategy of Indian retailers is to provide consumers with national brands as a trust exercise; as such brands provide a level of quality and assurance to consumers, who are then offered private labels as a discounted alternative. The Future Group recruited national sports icon, Sachin Tendulkar, to create a sub-brand named ‘Sach’. In this way, the Group expects to attain national recognition with some consumers and an emotional connection with others. This is the first instance of private label product endorsement in the Indian market. Growth in private labels has resulted in several conflicts between retailers and national brands, owing to issues such as margins, displays and shelf space. Retailers are more inclined to push the sales of private label products as they offer greater profit margins.

Scope
  • This report provides a comprehensive analysis of the private label market within the consumer packaged goods industry in India
  • It provides an overview of key global markets for private label
  • It provides comparison of private label market share in India with Asian countries and with the key global markets
  • It provides historical shares for the Indian private label market for the report’s 2007–2011 review period and forecast figures for the 2012–2016 forecast period
  • It highlights the consumer, business and economic factors driving the private label market in India
  • It covers a summary on the key challenges facing the private label market in India
  • It details the business strategies of private label brands by retail store formats
  • It discusses the key emerging product strategies in the Indian private label market
  • It compares the pricing strategy adopted for private label products in key categories
  • It outlines the future outlook for the Indian private label market
  • It profiles the major retailers in the private label market in India

Reasons To Buy
  • Make strategic business decisions using top-level historic and forecast market data related to the Indian private label market
  • Understand the key consumer, business and economic trends within the Indian private label market
  • Gain insights into the strategies adopted by retailers in different product categories and also across different retail formats
  • Gain insights into the challenges facing the Indian private label market
  • Gain insights into the upcoming trends in the Indian private label market

Key Highlights
  • The market for private label products in India is still in its early stages and comprised XX% of the overall retail market in 2011.
  • Private label penetration began in the mid-2000s when retailers established organized retail format stores across the country.
  • Organized retail occupies a small percentage of the overall retail market in India. Traditional forms of retail, such as neighborhood ‘kirana’ stores, dominate the market.
  • The most widely used private label products were cereals, pulses and spices. This was followed by packaged food products and fruits and vegetables.
  • In 2011, Spencer's Retail revamped its business strategy to focus on the young, urban population. In these terms they are repositioning themselves as an affordable, luxury retailer.
  • The Future Group launched its new private label brand, ‘Sach’, in 2009 with the Sach branded toothbrush, which was followed by Sach branded toothpaste in March 2010. The group tied up with the national sports icon, Sachin Tendulkar, to co-create this sub-brand.
1 EXECUTIVE SUMMARY

2 MARKET SIZE AND FORECAST

2.1 Private Label – Global Situation
2.2 Private Label Share in Asian Markets
2.3 Development of Private Label in India
2.4 India Private Label – Market Size and Forecast

3 KEY TRENDS AND DRIVERS

3.1 Macro-economic Environment
  3.1.1 India – Per capita annual disposable income
  3.1.2 India – GDP at constant prices
  3.1.3 India – Population distribution by age (%)
  3.1.4 India – Urbanization
  3.1.5 India – Organized retail growth
3.2 Key Drivers

4 BRAND POSITIONING AND TARGET SEGMENT – STRATEGIES AND INITIATIVES

4.1 Business Strategies by Product Categories
  4.1.1 Household and personal care products
  4.1.2 Instant noodles category
  4.1.3 Sanitary items
  4.1.4 Packaged water
  4.1.5 Still drinks and nectars
  4.1.6 Oral hygiene
  4.1.7 Organic food products
4.2 Business Strategies by Store Format
  4.2.1 Penetration of private label brands in India
  4.2.2 Strategies adopted by major private label operators
4.3 Pricing Strategy

5 FUTURE OF PRIVATE LABEL IN INDIA

5.1 Future Business Strategies for Private Labels
5.2 Upcoming trends in the Indian private label market

6 CHALLENGES

7 CASE STUDIES – MAJOR RETAILERS IN INDIA

7.1 Future Group – Leading the private label bandwagon in India
7.2 Spencer’s Retail – Targeting the Young Population

8 GLOBAL BENCHMARKING

9 APPENDIX

9.1 About BRICdata
  9.1.1 Areas of expertise
9.2 Methodology
9.3 Disclaimer

LIST OF TABLES

Table 1: Largest Global Markets For Private Label – 2011
Table 2: Private Label as a Percentage (%) of Overall Retail – India
Table 3: Snapshot of Retail Strategies Across Different Product Categories
Table 4: Indian Private Label – Business Strategies by Retail Chains
Table 5: Indian Private Label – Pricing Strategy
Table 6: Future Group – Statistics
Table 7: Future Group – Marketing Strategy
Table 8: Spencer’s Retail – Statistics
Table 9: Spencer’s Retail – Private Label Brands

LIST OF FIGURES

Figure 1: Private Label Market Share – Top 10 Countries (% Value), 2011
Figure 2: India – Private Label Share in Asian Markets
Figure 3: Retail Development – India
Figure 4: India – Private Label Market Size and Forecast
Figure 5: India – Per Capita Annual Disposable Income
Figure 6: Indian GDP at Constant Prices (US$ Billion), 2007–2016
Figure 7: India – Population Distribution by Age (%), 2007–2016
Figure 8: Indian GDP at Constant Prices (US$ Billion), 2007–2016
Figure 9: India’s Organized Retail Industry – Growth (2007–2016)
Figure 10: Private Label Products – Key Drivers
Figure 11: Private Label Instant Noodle Products
Figure 12: Private Label Sanitary Products
Figure 13: Private Label Packaged Water Products
Figure 14: Private Label Still Drinks and Nectars
Figure 15: Private Label Oral Hygiene Products
Figure 16: Private Label – Organic Food Products
Figure 17: Private Label – Penetration of Private Label Brands (Key Retailers)
Figure 18: Private Label – Preference in Various Categories
Figure 20: Indian Private Label – National Brands vs Private Label (selected products)
Figure 20: Future Business Strategy for Private Label Products
Figure 21: Private Label Products – Key Challenges
Figure 22: Private Label Market Share – Comparison Global Vs BRIC

COMPANIES MENTIONED

Future Group
Spencer's Retail
Aditya Birla Retail
Reliance Retail
Nilgiri's Retail
Vishal Mega-Mart
Heritage Foods
Bharti Wal-Mart

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