Abstract: Indian retail market is being dominated by the consumerism at present, particularly during the period of post economic reforms. It is being steadily transformed to a market of buyers who exercise the choices depending on their level of awareness from a market containing predominantly sellers. Consumers’ rights can be protected in an economy with the competitive markets if correct standards for the commodities for which one can make a payment have been ensured by the involvement of an institutional network and system of legal protection. To ensure the welfare of the consumers, the government is having the responsibility that each resident of our country is a consumer in single way or others. Our paper has tried to focus on the protection and welfare of Indian potential consumers in retail markets by showing their activities with the purchase of new brands varying across different categories of the products.