Amazon to Big Bazaar: Companies push their own labels on shopping aisles

From detergents to electronic goods and fashion, retailers bet big on private labels as consumers look for affordable options within the branded universe

Scroll down the online shopping aisles or walk over to the local supermarket, everywhere the rows are overflowing with smartly packaged but little-known brands, all jostling for space with larger, storied names in their categories. Be it fresh milk or cosmetics, electronic goods or home care, private labels are all the rage today. Flipkart, Grofers, Amazon and Big Bazaar among others are pushing their own brands more aggressively, their enthusiasm fuelled by the higher margins that these labels earn and the buy-in from a widening consumer group. 

Online grocery retailer Grofers said that in just over a year, it has