Customer relationship management is maintaining good relations with the customer and forming an environment which is benficial to them. It is concerned with organisation's sole motive is to prioritize the customers on the top. It is the process where we could know better about the customers, about their needs, wants, desires and overall behaviour which will later help us in developing much stronger relationship with them. It is well known that customers are the greatest asset of an organisation. If customers are dependent on the products made by the company's , then why not company's can produce fully on the basis of customers behaviour. Marketer must produce accordingly to their needs and wants in order to gain customer loyalty and satisfaction. It refers to long term mutual relationship which will lead to customers rely on products of one particular brand only and their will be no frequent shifts in demand and brand loyalty will be there.