<b>Brand Loyalty and the Perception of Indian Buyers</b> Customer loyalty often termed as brand loyalty is a way by which businesses run. Keeping the customer happy should be of the main concern for a business. Indian consumers are known for their loyalty. Retaining the consumer in is more profitable then finding a new one. As the economy is gaining momentum, significant changes are taking place in the economy. Winning consumers mind by creating impressions and retaining the position of brand in the economy can do wonders. Today brands are creating a great impression in the minds while competition among the existing brands is giving birth to brand switching. The present paper seeks to analyse the concept of consumer behavior and brandl loyalty while paying emphasis on Indian consumer. Loyalty, consumer, Indian 1284-1288 Issue-4 Volume-2 Megha Dua