There are radical changes taking place in the Indian retail Industry. Strong underlying economic growth, population expansion, increasing wealth of individuals and rapid construction of organized retail infrastructure are the factors contributing to such changes. One of the new things seen in the Indian retail Industry is the growth of Private Brands in the organized retail. This paper discusses Private Brands in Indian Retail Industry. It mainly focuses on the importance of private labels to a retailer, some of the well-known private brands in the Indian retail Industry, the growth potential of private brands, and the performance of private brands, with some examples.