India gears up for the new normal as consumer behaviour shifts
Live MintOn 24 March, the government effectuated one of the world’s strictest lockdowns to combat the spread of covid-19, which changed consumer behaviour and purchasing patterns. According to a World Economic Forum and Bain & Co. report, titled Future of Consumption in Fast-Growth Consumer Markets – India, released in January 2019, about 66% of India’s overall consumption is accounted for by households earning less than ₹5 lakh, out of which 32% is contributed by households earning less than ₹2.5 lakh, annually. A more recent and weekly survey by Bain & Co. and People Research on India’s Consumer Economy since April ascertains that covid-19 has deeply impacted the consumption of consumer goods in India. Consumer spending has shifted towards essentials like grocery, staples and healthcare, with discretionary categories like alcoholic beverages and consumer electronics witnessing a steep decline, primarily driven by limited access due to the lockdown. ITC, for example, took the challenge head-on by leveraging multiple online delivery platforms like Swiggy and Domino’s and even set up a ‘Store on Wheels’ to reach consumers directly in large residential complexes.