While the whole world is witnessing exponential growth in the modern form of retailing, India is no exception. The Indian food and grocery retail is the largest retail segment in terms of market share and has been attracting big corporate retailers to make their presence felt in the segment....

Companies across the globe are now increasingly recognizing the power of value of brand as it provides high competitive advantage for business in competitive market place. During the last three decades, the business world has undergone a paradigm shift with the effect of brand as a concept...