In recent years, there has been a major improvement in private label brands, the brands that can own by the retailers. These private label brands are now a day is developing better when compared to the national label brands. They were becoming more popular than ever before. The development of private label brands is remarkable in food and grocery sector, despite existence of foremost national label brands in most of the categories. A brand has no meaning, unless the customers are aware of that brand. Nowadays in extremely aggressive business setting as well as a confusion of goods offered in the market, attaining better brand awareness is a huge challenge for the entire marketers. There is a requirement to increasing marketing policies with the intention of context specific as well as supported on understanding of local dynamics. This study aims to determine the consumer brand loyalty and purchase intention towards private label brands in grocery sector especially in dish wash bar. An empirical research conducted among consumers in Reliance fresh store Chennai, Tamilnadu, India. A detailed survey conducted to explore the views of customers with a sample size of 100 with the help of a well-structured questionnaire. Finally, results and implications discussed by using analyzed data. © Serials Publications.