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Consumer Preferences for Private Label Brands in the Apparels Category in the Indian Metropolitan Cities Title of the Paper: CONSUMER PREFERENCES FOR PRIVATE LABEL BRANDS IN THE APPARELS CATEGORY IN THE INDIAN METROPOLITAN CITIES Discipline: Marketing Sub-theme: Brand Management, Retail Author 1: Ashutosh Kumar 1 Author 2: Sankalp Chugh 2 Institute: K.J. Somaiya Institute of.