The concept of private label is as old as retail business in India. Private label brands are sold along with National brands through retail chains. Many retailers recognized that they can increase their profitability and consumer loyalty with the help of private brand development and promotion rather than being engaged in national brands only. So retailers started to focus on their own brands/store brands to enhance their image and distinctive visibility in the market. Private brands also have high attractiveness for retailing because these products can boost gross margins of retailers. It provides retailers a greater control over supply chain and negotiating margins with national brands (NBs). In the present study, the authors have attempted to study consumer perception towards retail outlets with private brands and their strategies for increase their sale of these products. The study is based on the survey and opinions of consumers about private labels and national brands and discusses the preference pattern of consumers for private labels for different categories of products. The study concludes that the used by retailers to divert the consumers from national brands to private label products in Delhi have brought attitudinal change among the consumers.