1. The document discusses how the Covid-19 pandemic is changing consumer behavior and markets in India. It covers topics like overriding emotions from aspiration to anxiety, new behavioral changes as lockdowns ease, changes to merchandise and distribution channels, changes to media and brand messaging, and profiling different types of consumers. 2. Behavioral changes will include strong demand for kids clothing, home appliances for cooking, and comfort wear, along with new needs for healthy foods, ingredients for home cooking, and work-from-home equipment. Distribution channels will focus more on home delivery, hygiene, and contactless payments. 3. Brand messaging needs to be comforting, caring, and empathetic as people spend more time online

1. 1. Overriding Emotions
2. Behavioral Change
3. Merchandise Mix Change
4. Distribution Channel Change
5. Media Reach & Brand Message
6. Consumer Shastra
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2. 1. Overriding Emotion
From Aspiration To Anxiety
Aspiration leads to Desire for the Better
Behavior:
We seek improved Identity, Ease, Comfort,
& Exploration
Anxiety seeks Safety & maintaining Status Quo
Behavior:
Safety in our health, hygiene, well being and
protection.
Status Quo in financial well being, job security.
We seek to minimize or lower risks

3. As lockdown eases, India 2 will step out faster to reclaim earnings and livelihood. Migrants who have reached
their hometowns, however may not return soon as harvesting season and monsoon sets in.
India 1 can and will prioritize safety. Will continue avoid stepping out to the extent possible, even after lockdown
is over. Senior citizens are hardest hit as incomes fall from fixed income streams and constant fear of fatality
Physical distancing is leading to emotional distancing as well. Extended families will grow weaker.
Neighborhoods may acquire more meanings in our lives.
Personal spaces/time even within homes have disappeared. Colleagues are learning about families and families
are discovering more about each other’s work life.
Home working will be the new normal, at-home experiences will be a new market for services and products. At
Home Cooking for all meals will replace restaurants, food delivery and on the go meals.
Mobility: Air travel will drop drastically. Railways and public transport will drop to a large extent. Private cars,
two wheelers will see more usage. Taxis will also somewhat benefit.
Definitely Deferred Purchases: Holidays, Automobiles, Household decoration, Real Estate, Equity/ Investment
2. Behavioral Changes

4. Needs that will be strong right after lockdown ends
Kids Clothing
Home appliances (that help make food at home)
Home ware like crockery, utensils, plastics, cleaning equipment
Comfort Wear
Large appliances (ACs, washing machine, dishwashers) ?
New Needs that will see strong demand
Foods Considered Healthy (dry fruits, fruits, immunity boosters)
At Home Cooking Ingredients (baking ingredients, sauces & gravies, seasonings), Frozen Foods
OTC and self medication (including vitamins, supplements, smoking cessation, herbals)
At home personal care (both gadgets and fmcg)
Office Desks, Chairs, Monitors, Electronic Accessories – mouse, keyboards, cameras
Indoor Fitness Equipment
Needs that will see significant drop in demand
Luggage, Bridal and occasion wear, Formal wear, Watches, all accessories, Luxury brands
3. Merchandise Mix Change
It is given that all cleanliness and hygiene products will continue to see steep demand. Decrease in restaurant
or home delivered food will result in increase in demand for all food products. Beyond these..

5. 4. Distribution Channel Change
Home deliveries and hence omni-channel presence for every retailer is now given. Beyond this,
what do retailers need to do?
Food retailer’s Trust, Proximity, Convenience and Hygiene will be the new determinants of loyalty
Visibly high hygiene and cleanliness standards will be required. Retailers will need to be seen to actively
discourage over-crowding of spaces and aisles within stores.
‘Don’t touch if you won’t buy’ signs may crop up. Signs with origin of product may also come up.
Customers will want to know where the product has come from. Domestic manufacturing to be highlighted
Delivery trucks to housing societies, parcel drop off points, curb side parcel pick up will emerge. Lot of new
models around subscription services will emerge.
No touch payments, mobile payments, glass screens in front of cashiers will come up across retailers.
Plastic in packaging will make a huge come back.

6. 5. Media & Brand Message Change
The role of the mobile as the communication platform between brands and customers will get even
stronger. Go for digital – OTT, social media, but don’t forget TV. TV may make a silent comeback. Print
and outdoor is virtually dead. Brands have to seen to be listening. ‘Always On’ response platform is
required for listening in.
When people don’t step out, Brands have to make extra effort to be Salient and Sentient: Be Seen
and Be Seen to be Listening.
Brand message has to be Comforting, Caring & with Empathy. Go back to values and basics in all
communication. Being human matters more than ever. Being seen to be vulnerable is okay. A silent
hug, a show of support earns goodwill. Altruism is a way to earn trust. Be seen to be giving & going
the extra mile.
Be Aware. Look out and adapt to rapid changes in the external environment.
Some habits may stick, while not doing others can create intense longing

7. 6. Consumer Shastra:
High Income
Low Income
Level of Anxiety:
We May Drown
Level of Anxiety:
This Will Pass
Empty Nesters/
Senior Citizens Free Birds/Young
Bachelors
Extended Singles
Nest Builders/DI
Confident Couples
Supportive
Single MomsAnxious Families/Climbers
India 2 Natives
Govt Employees
Gold Collared Self
Employed / Business
Owners
FIRE /
Passion Pursuits
India 2 Migrants
India 2
Single Climbers/
Digital Aspirers
Small
Business Owners
Key Concern:
Securing Status Quo
Behavior: Stay safe,
home bound, minimal
discretionary purchase
Key Concern: Securing Jobs
Behavior: Get back to the gig
economy at the earliest
Key Concern:
Securing Livelihood & Food
Key Concern:
Adjusting to a New Normal
Behavior: Scale down everything,
look for opportunities
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