An area that is always expanding and evolving is the private label. Private label manufacturers' increasing competition. Increased customer traffic gives consumers more purchasing options. Retailers understand the importance of developing a fight for survival, "private label" is the only strategy that will hold up. Brands that are owned, merchandised, and sold under private labels are created by another party but marketed and sold by private labels under their own name only through a retail company. The study looks at the influence of age and gender on their decision to purchase private brands. The study is brought to a number of retail establishments in the satellite city of Navi-Mumbai.