Plugging Gaps In Supply Chain Retailers, E-commerce Platforms Turn To Private-Label Brands

As the country grapples with the lockdown and FMCG companies face supply disruptions, retailers and e-commerce platforms have either fast-tracked introduction of new private-label branded products or ramped up distribution of existing private label portfolio.

- Meenakshi Verma Ambwani

The companies believe this will help plug in gaps that arise due to the supply chain disruptions as well as improve access to products in categories such as staples, hygiene products and packaged food.

Devendra Chawla, MD & CEO, Spencer’s Retail, said, “The lockdown period will be a major milestone in the evolution of private brands, where private brand products of retailers have a chance to fight on an even footing with national brands and can capture customers’ mind and wallet share on the strength of great availability and quality.”

Take for instance, Walmart India, which runs Best Price cash & carry stores. It relied on its MSME suppliers to launch its private label brand called Great Value Hand Rub Aqua swiftly to meet the growing demand for hygiene products.