COVID-19 has led to compressed transformation, with companies simultaneously transforming multiple parts of the enterprise and reskilling people in what previously would have been longer-term step-by-step programs.
With the significant increase in the number of cases, the Indian consumer is seen to cautiously approach the future by prioritizing health safety, preferring online channels for purchases, and choosing to delay large purchases.
For retailers, this is a highly competitive landscape as consumer loyalties are constantly moving and digital natives consumers are having expectations that go far beyond price, discounts, and convenience.
The majority of Kirana stores have created some system where customers can order via the internet or through an app, in an attempt to safeguard themselves from losing their customers to e-commerce platforms.
While the pandemic did impact people, brands and spending, the beauty industry was fast to read and analyze consumer behavior - they made an interesting pivot and re-strategized both product innovations and marketing strategies.