New Normal, Newer Opportunities

COVID-19 has invariably shaped a new buying paradigm, but businesses have umpteen ways to leverage it.

- Sridhar Samu And Anubhav Mishra

The intense lockdown India went through in the early days of the coronavirus outbreak is now over. We are in phase 6 of the unlock process and the economy is opening up rapidly. Indian consumers and companies have managed to survive, and perhaps even made positive strides as the economy went through the different stages of unlock.

In an article titled ‘Seize the opportunity’, which appeared in the August issue of this magazine, we had identified rethink, reset, and restart as the three stages that need to be implemented as the economy opens up. We continue this time around with an extended focus on the ‘restart and after’ phase by focusing on three important types of brands.

Comfort brands: Consumers continue to depend on comfort brands as they navigate their way through the unlock phase. Research suggests that food products and personal care items are two categories where we see continued consumer focus on comfort brands. Whether it is placing orders through an app-based service provider or visiting a microbrewery/restaurant, consumers have flocked back to their favourite places. This can clearly be seen in many cities (for example, Bengaluru) where crowds are converging and discussing how much they have missed their favourite places. Similarly, far away in Lucknow, groups can be seen doing a serious