The Indian apparel retail is the second largest category in organized retail after food and groceries segment and the increase of private label brands is also high in both food and groceries segment and in apparel segment. Many of the retailers are increasing the percentage of private label brands in their product portfolio as the private labels or store brands will leave higher margins to the retailer. The consumers are also now-a-days preferring store brands heavily because they can save on money. This paper is a study to determine the consumer preferences towards private label branded apparel in India, which is an empirical study using conjoint analysis. The paper gives the research findings of the pilot study conducted in Delhi/NCR. It helps us to understand the consumer buying behavior towards private label branded apparel.