Indian retail is changing radically and many companies are joining the retail landscape. In present modern retailing in India, most of the organized retail stores have private label branded products on their shelves along with the reputed and established national brands. The increase in market share of private label brands has been attributed to growth of organized retail. The store brands, also known as private labels, are changing the future of modern trade outlets in India. The presence of private label have been experienced in home care, packed and processed food, personal care, apparels & consumer durables etc. The primary objective of this paper is to discuss the presence and impact of PLBs in Indian organized retailing, focusing on the importance and its significance to retailer and consumer at large.