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Consumers from emerging market like India have greater brand choice from global and domestic companies than ever before. India�s liberalizing policies and changing business environment along with regulatory changes have enhanced the economic growth of India along with expansion of multinational companies in Indian market by setting up of their businesses in India, thereby increasing offerings to Indian markets by setting up of their businesses in India, thereby increasing offerings to Indian consumers. This has increased a wide range of choice to Indian consumers. Companies are interested no0t only in the product but also the behavior of the consumers and brand equity because it gives them the right orientations for brand positioning. Building brand equity is the for most work of the companies to reduce the searching cost of the customers. Brand equity generally grouped intovarious categories. India is the second largest consumer market in the world. The Indian consumer profile has been changed in terms of education, income, occupation and reference group and India habits. There is a shift in consumer brand preference for durables products for the past decade with influx of modern technology. The consumer buying preferences are rapidly changing and moving towards high end technology products with adulterate