South India-based retail chain Nilgiri's has taken a contrarian approach to the private label practice that's generally followed by retailers across the world. The retailer’s private labels in jams, jellies and chutneys will cater to the top end of the consumer needs, unlike most private labels which serve as “me too” brands catering to the cost conscious consumer. The 100-year-old retail chain already has 800 SKUs in 30 product categories that fall in the middle price-high quality segment, and is now adding 12 SKUs in jams, jellies and chutneys. Called ‘From the mountains,' this range is being sourced from ‘Earthy Goods,' a not-for-profit organization based in Himachal Pradesh that helps women in the region market their produce. The ‘From the mountains' range of products was launched about five weeks ago in Chennai, Coimbatore and Bangalore. Nilgiri's plans to add pickle, coffee, tea and ketchup to the ‘From the mountains' offering. They are also planning to launch ready-to-eat chapattis. Currently, private labels contribute 20-25 % to the company's revenues.