Private label brands also known as house brands, own brands and store brands are products that are created, controlled and marketed by a specific retail chain. In this research we will be using the secondary method to find whether the sales of a private label brand depend on the store or whether it has its own brand image and how the preference impacts the sales. We will also find the future of PLBs and the emerging trends in this type of branding. Though the private labels have reached their peak in recent days, in the past of this type branding was a great failure. Since it failed in the past we faced certain amount of difficulty in collecting the data, which was a hindrance in doing the research. The motive of the research is to find the effects of PLBs in retail store and its impact on sales. The gap found in this research is that there is link between the sales, ambiance, perceived price, perceived quality and other external factors thataffect the house brands which wasn't undiscovered from sellers point. The significant factor which drew us in starting this paper was that, there are no such researches on women apparel specifically in ethnic segment of Indian market.