This article is an attempt to bring together the concept of life cycle of products, product class and market evolution. It tries to answer the question as to how the life cycle of product class and market evolution affect the product life cycle of any product? The case of an emerging paradox in the Indian market, where because of the changing stages of market evolution and life cycle of product forms and categories, some of the brands are gradually adopting the features of commodity and certain commodities are gradually availing the advantage of branding is also discussed.

Commoditization of brands and branding of commodities : Emerging paradoxes in the Indian market. This article is an attempt to bring together the concept of life cycle of products, product class and market evolution. It tries to answer the question as to how the life cycle of product class and market evolution affect the product life cycle of any product? The case of an emerging paradox in the Indian market, where because of the changing stages of market evolution and life cycle of product forms and categories, some of the brands are gradually adopting the features of commodity and certain commodities are gradually availing the advantage of branding is also discussed.

Product life cycle and market evolution - A conceptual framework The theory of Product Life Cycle (PLC )given by Raymond Vernon in 1966, elaborates the journey of the product (category, form and brand) from womb-to-tomb. This theory has been one of the most popular theories in marketing and the concept of life cycle (of product class, product forms and brands) has been at the core of marketing in spite of the criticism¹ that it attracted. However, the significant difference between the life cycles of - `Product Category', `Product Form' and the `Brand' usually go unnoticed because generally the life cycle of brand is discussed under the concept of PLC. Although the life cycle of product category and product forms are longer (than that of brands) and have significant impact on the life cycle of brands, they are relatively less discussed, quoted and referred to.

Global CEO Magazine, Indian Market, Product Life Cycle, Textile Industry, Indian Markets, Marketing Techniques, Consumer Behavior, Indian Market, Product Category, Product Form, GDP Rates, Market Fragmentation, Innovative Marketing, Branded Commodities.