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<ul><li>There is a growing sense of empathy seen across the board after the pandemic. </li><li><keyword id="3056481" type="PERSON" weightage="20" keywordseo="Nidhi-Sinha">Nidhi Sinha</keyword>, Head of Content, <keyword id="11533368" type="UNKNOWN" weightage="20" keywordseo="mintel-reports-india">Mintel Reports India</keyword> writes why it is important for brands to take the empathy route in their communication to connect with their consumers better during a pandemic. </li></ul>The onset of the pandemic has brought about a paradigm shift in consumer behaviour. From consumption of nutritious food to fitness routines and saving funds for emergencies – Indian consumers’ lifestyle has changed. One of the key sentiments that have emerged due to the pandemic is the fact that people are more and more concerned about their environment, their community and how they can help those around them. This growing sense of empathy is seen across the board – right from leaning towards local products to support local artisans, preferring organic food and supporting local farmers, to opting for sustainable products to help the environment. This highlights the desire among consumers to contribute to society, and in turn presents an opportunity for brands to capitalise on this sentiment through adequately focusing on the ‘empathy value’. <cmsannotation type="cmsannotation" annotationid="Care for community and environment" text="Care for community and environment">Care for community and environment</cmsannotation> The last few years have witnessed a spike in products that focus on claims related to human values and ethics such as education, gender equality, care for the environment and support for farmers. Brands have been looking to incorporate ethics through claims like ‘Fair Price’, ‘Support for local farmers’ and ‘Empowerment of women’ across product ranges. In fact, the pandemic has accelerated consumers’ concerns towards community as a whole. <keyword id="172902" type="COMPANY" weightage="20" keywordseo="Mintel">Mintel</keyword>’s latest research highlights that since the COVID-19 outbreak, 59% of consumers are giving higher priority towards the environment and 41% towards local community. Brands like Cadbury have been quick to respond with its ‘Thank you’ campaign on its packaging to show gratitude towards frontline COVID-19 warriors and the campaign by ID Fresh highlights how a student is worried about his teacher are examples of brands understanding the need to showcase a softer side in their narratives. Association with such emotions can help brand to connect with consumers and make them feel that they are part of a movement towards the betterment of society. With the worsening impact of the pandemic on consumers and their livelihoods, brands that offer assistance or showcase empathy towards those impacted resonates with consumers. In turn, consumers are happy to support and endorse these brands as they feel good about contributing towards the welfare of the society, thereby, offering them emotional solace. As per Mintel research, 9 out of 10 consumers have said that the pandemic has encouraged them to focus on their emotional health. The penetration of technology and social media have made it easier for brands to bring stories about the the efforts taken by brands in helping communities to the forefront. Brands like Khadi and Vahdam Teas explicitly talk about sustainable farming and how they contribute to the growth and development of their farmer community through the products sold. This cater to the emotional need of consumers as they feel their support to the brand is helping these communities. <cmsannotation type="cmsannotation" annotationid="What it means" text="What it means">What it means</cmsannotation> Consumers are looking for ways to help community, environment and humanity at large. With COVID-19 driving a greater shift towards empathy and kinship, people will become more receptive to the needs of their community. Wider penetration and adoption of digital and social media platforms will help brands to reach out to a wider audience, thereby enabling them to make more of a difference than ever before. Today, consumers are not only are they looking at the back-of-packs to understand the ingredients but are concerned about the source of ingredients, the people involved and the impact on environment. They are basing their decision on all these factors as they assign a high score to the moral value of brands. Brands which are able to talk about their care for environment, their commitment towards people involved as well as how their stance on social issues will stand out from the crowd.

How can brands take the empathy route to reach consumers?

<ul><li>Covid-19 has changed the way we buy, it has changed the reasons we buy certain products and brands too. There is an increasing focus on brands that are sourcing locally, helping the community and are transparent about everything that goes into making them.</li><li>Also, brands that are trying to help the environment, are sustainable are finding more and more takers, according to a recent study by <keyword id="172902" type="COMPANY" weightage="20" keywordseo="Mintel">Mintel</keyword>.</li><li>We look at this trend of an increased focus on <keyword id="9220437" type="UNKNOWN" weightage="20" keywordseo="localism">localism</keyword> and talk to a few brands that are gaining from it.</li></ul>Covid-19 has brought about a huge change in how and what we consume. Over the past one and a half years, people have become more and more conscious about where their products come from, the kind of ingredients that are being used, how closely brands are working with local communities and help benefit them and how serious they are about helping the environment. According to findings of Mintel’s recent ‘Attitudes towards Localism –Indian Consumer – 2021’ reports, consumers have been showing heightened interest in local products due to COVID-19. And no, it is not just Gen Z’s who are giving this trend a push. The pandemic led consumers across all age groups to lean towards traditions in foods, beauty regimes or health and wellness. The study, which took into account opinions of 3000 people across the country states that 39% of people aged 35-44+ expect brands to offer traditional ingredients in packaged formats. The pandemic has heightened concerns around product quality, and 48% of men aged 35+ look for products which offer transparency about use of local ingredients. The study also reveals that there is an increasing affinity for brands that give back to the society and are trying to support communities as 46% of 35-44 year old women are keen on products that support social causes. Moreover, around 45% of Indians switched to buying locally-grown produce since the pandemic, a trend highest among women aged 35-44 (58%). This same group of women also led the switch to buying more organic products. The report suggests that this is an opportunity for local brands to talk about their sustainability efforts by calling out how they source their products and how this impacts the environment. Speaking about some of the key factors that have led to people leaning towards localism, <keyword id="3056481" type="PERSON" weightage="20" keywordseo="Nidhi-Sinha">Nidhi Sinha</keyword>, Head of Content, Mintel Indian Consumer said, “The pandemic paved the way for local products to come to the fore. With challenges in the supply chain coupled with the need for familiarity, consumers increasingly took to local products. With the health halo at its pinnacle, people were inherently looking to increase their immunity, improve their health and also deal with mental health issues. The answer to these was in the usage of traditional, ayurvedic ingredients like giloy, ashwagandha and so on. “Another sentiment which led to consumers leaning to the localism pillar is the fact that these products help local communities. As people struggled to meet ends due to the imposed lockdown restrictions, consumption of local produce helped consumers to pass on benefits to local artisans, farmers and communities. 34% of consumers prefer products that support local communities. Technology enabled small time local setups to reach consumers. Usage of apps like WhatsApp, Instagram and Facebook helped connect consumers to producers thus making concepts like farm-to-fork easy to take to.” The need for comfort and familiarity has been one of the biggest factors in this trend. “With 37% of consumers looking for products that are aligned to local culture, consumers have been seeking familiarity and comfort especially in these tough times. The launch of products like thandai from paper boat and ubtan from Mama Earth are proof of how consumers look for familiarity in line with a global consumer trend of Culturally Connected,” shared Sinha. While Indians have been increasingly focusing on health for the past few years, the pandemic just gave this trend the right push. “Around 43% of consumers today expect products to have ingredients which provide added benefits. Also, the affinity towards online shopping as well as better last-mile-delivery means that traditional setups can reach consumers, thus, making local products easy to use,” added Sinha. <keyword id="9450009" type="PERSON" weightage="20" keywordseo="wow-skin-science">WOW Skin Science</keyword> is a brand that has witnessed good growth in the past few years. A lot of its growth has come on the back of its usage of natural ingredients in its products. It has also been actively working on making its products and packaging more eco-friendly. On whether its focus on local ingredients has helped it attract consumers, <keyword id="4759349" type="PERSON" weightage="20" keywordseo="manish-chowdhary">Manish Chowdhary</keyword>, Co founder, WOW Skin Science said, “There has been a greater preference for natural plant-based local products in recent times. Using high-quality local ingredients has been one of the factors responsible for our growth. Our product formulations are nature-inspired, science-backed and safety-tested, sourcing the best ingredients to create effective products that are also affordable. We’re completely transparent about the ingredients that go into our products and we stay true to our claim of being paraben, sulphate and silicone-free.” Just 7-years-old, this year, the brand aims to achieve revenues of around Rs 800 crore. Even when it comes to brands selling home décor, people are leaning towards brands that are intrinsically Indian, in terms of its designs and offerings. “We not only engage in sourcing our materials locally but also are actively collaborating with local artisans to introduce traditional arts and craft forms into the mainstream market. This includes products in our home décor and accessories range along with the addition of beautiful face masks made of Maheshwari fabric. As a brand that respects the value of tradition and heritage, we felt that this pivoting was a necessary step to keep our traditional crafts alive during the COVID-19 crisis. This range garnered quite a lot of attention, in fact, we sold out the range within a week of its launch and have placed repeat orders with these artisans for the products,” said <keyword id="3212292" type="PERSON" weightage="20" keywordseo="Krsnaa-Mehta">Krsnaa Mehta</keyword>, Founder &amp; Executive Director at <keyword id="3212293" type="PERSON" weightage="20" keywordseo="India-Circus">India Circus</keyword>. The brand has witnessed over 2x growth over last year with products in decor and dining categories leading the chart. For <keyword id="9095287" type="UNKNOWN" weightage="20" keywordseo="slay-coffee">SLAY Coffee</keyword>, that sources its beans from the mountains of Chikmagalur, growth was consistent through the pandemic. “In the context of the pandemic, consumers are increasingly preferring brands that they can trust where the experience is consistent, predictable, and of course safe. While there has been an increase in the number of ‘Made in India’ labels, Indian customers are witnessing a more subtle and a good change. Likewise, we are giving our customers products that are not just made in India but that are made for India. The pandemic outbreak has left a significant impact on the export and import industry. Amidst the labels like ‘Made in India’, we've been seeing a lot of domestic commodities and local manufacturers come into the light and such initiatives are producing profitable results and this is also good for boosting the Indian economy,” shared <keyword id="2754555" type="PERSON" weightage="20" keywordseo="Chaitanya-Chitta">Chaitanya Chitta</keyword>, CEO &amp; Co-founder, SLAY COFFEE. Whether this trend is here to stay, only time will tell. But for now, it is refreshing to see more and more brands listen to their consumers and offer them exactly what they have been wishing for.

Indian consumers are increasingly buying local products, brands that help benefit local communities and economies and focus on environmental issues after Covid-19

<ul><li>After the global pandemic, <keyword id="49089" type="General" weightage="20" keywordseo="sustainability" source="Orion">sustainability</keyword> and health seem to have become important factors for consumers.</li><li>According to Capgemini’s recent report, consumers engage more readily with brands and retailers that they perceive to be sustainable and genuinely committed to green practices.</li><li>The report found that 48% of consumers share an emotional connection with products or organizations that demonstrate eco-friendly qualities.</li><li>As we move forward this year and health concerns and sustainability continue influencing consumer decisions, we speak to brands, research and design agencies about how brands can integrate sustainability into their core values and move beyond mere lip-service.</li></ul>It might be a new year but the world continues to grapple with familiar challenges and threats: we are on the verge of entering the third wave of COVID-19, the country’s capital, New Delhi is currently facing alarmingly high levels of indoor air pollution and Uttarakhand's forest fires emitted nearly 0.2 megatonnes of carbon in the past one month, a record since 2003 (CAMS report). So 2022 will clearly be a busy year for brands as consumers get more serious about climate change and expect brands to increase their focus on living sustainably in harmony with nature. While businesses exist to make money, Manish Chowdhary, Co-CEO, Body Cupid Pvt Limited says that there are two ways to do that. He explained, “One is sustainable, by keeping other living and non-living things in mind. The other one is inspired by greed. So no matter how small a brand’s effort may be, it has to be aligned with sustainability if the brand wants to continue in the long run. Brands exist for consumers and it is important that we listen to what they want.” From driving workforce diversity to taking a stand on climate change, there’s a definite change that has taken place in consumer expectations. In the last few years, sustainability has become one of the biggest decision-making factors for consumers, and more so after the pandemic. They have realised that mother earth has suffered enough. In this digital world, consumers are demanding more transparency and are quick to call out greenwashing. They are expecting to see concrete actions. And as Chowdhary said, it has become imperative for brands to listen to what consumers want because they exist to serve consumers. Today’s consumers are not only pivoting towards more sustainable products but are also willing to pay a premium for them. Gen Z and Millennials lead all other age groups in this respect. When shopping for groceries, 72% of Gen Z and 66% of Millennials say they are willing to pay more for organic foods and in fact, did so the last time they were grocery shopping, compared to 56% of Boomers, found Capgemini. Its recent report said that 80% of consumers want to contribute to the fight to save the planet for future generations. And it is not just a phase. 70% of consumers agreed that post-pandemic, they will be more careful in terms of maintaining and protecting their personal health. Covid has only reminded us that there is a long way to go on sustainability. On how the pandemic has altered consumer behaviour, Lulu Raghavan, Managing Director, Landor and Fitch said, “The pandemic has fundamentally shifted consumer behaviour. An IBM study shows that 93% of consumers have changed their views on sustainability after the pandemic. This is totally understandable. The horrid virus which came out of nowhere has ravaged lives, ruined livelihoods. The only silver lining is that it has woken us up to the paramount importance of our own health and wellbeing and that of our Mother Earth. Sustainability is now a definitive transformative force that will upend existing industries and create new ones. If digital transformation was the buzzword in corporate boardrooms, ECG will take centre stage in the coming decade.” But what exactly is a sustainable brand? Ashwini Deshpande, Co-Founder and Director, Elephant Design defines it as, “A brand that values ethical sourcing and supply chains, is inclusive, and follows environment-friendly processes and materials while staying viable for its stakeholders is qualified to be labelled as a sustainable brand.” Kartik Johari, VP, Marketing &amp; Commerce, Nobel Hygiene believes that in the coming months, people will start to question what is sustainable and what is not along with how we can continue to reduce our carbon footprint across all aspects of our lives. He said, “Consumers at the end of it are people and they expect what is good. The ‘brand promise’ is essential to them. Now, alongside they are also making space for the environment due to excellent work by activists and journalists around the world. You will remember, for example, that riveting photo of a straw stuck in a turtle's nose. How many millions of turtles have we lost to this? Yet it took just that one photo to break through the global psyche. Now straws are the Number One environmental enemy. But this does not mean the onus should be entirely on people to choose better! Companies have to improve their offering. And that is correct for consumers to expect. Moreover, important to note, there are some 50 or 60 companies in the world, which are responsible for majority of emissions. Strong regulations on them can solve what collectively 500 million people may have to do. But who’s going to bell the cat? As Mr Musk rightly has been saying that, give the solar industry the same amount of subsidies, for a year, that you give to oil and gas, and see the amount of transformative change it brings! The onus cannot be on that one little end consumer and their war to save their environment.” During the pandemic, brands like WOW Skin Science, Diageo and Dettol launched eco-friendly packaging to test the waters, indicating that more brands in India have started reevaluating their packaging strategy to put the environment first. Big FMCG companies such as Marico, HUL, Nestle India, Future Consumer, Coca-Cola, Pepsi-co, Parle Agro also announced in 2020 that they will move to 100% recyclable packaging by 2025 helping towards a sustainable future. Joining the bandwagon, the Indian Government has also started its efforts towards reducing our country’s carbon footprint. Currently, India is the world’s third-largest emitter of carbon dioxide, after the US and China. According to an Assocham and PwC report, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital, New Delhi. And consumers aren’t ignoring these horrifying numbers anymore. Elysha Young, Trends Manager, Mintel APAC said, "India’s Prime Minister has pledged it will reach net-zero carbon emissions by 2070, backed by aggressive 2030 targets. By laying the groundwork in the form of policies, India is signaling that it is open and willing to support innovation around sustainability, and indeed that carbon-emitting industries will no longer be tolerated. This presents an opportunity for global companies looking to tap into India's vast population but also issues a challenge to foreign and domestic companies to ensure they are cutting emissions throughout their value chain. It's in India's self-interest to stem global warming, with the nation of 1.3 billion people being one of the most vulnerable to the impacts of climate change. The nature of the short-term targets means that action will need to be taken immediately, which will see a strong focus on renewable energy sources like solar and wind power, as well as the batteries needed to store such energy. Companies would do well to look at the emissions within their own value chains and determine where cuts can be made. Communicating these to consumers will help them to make choices that align with the national strategy; the opportunity exists to ensure consumers feel like they're also doing their bit." In 2022, brands that snooze will definitely lose More and more consumers are becoming aware of their choices and realising that whether it is a worn-out piece of mask they decide to throw or a sanitary napkin or even as simple as a plain t-shirt, never really goes ‘away.’ It all ends up in a landfill. Human activities are clearly harming the global environment and brands have no choice but to migrate to sustainable solutions and work towards building a circular economy. So, in 2022, if brands don’t switch, they lose consumers, investors, and all stakeholders. Chowdhary said, “At the industry level, there is nothing without sustainability. The consumers of today are conscious and aware. They know the choices they are making. So if companies &amp; brands do not opt for sustainable practices, eventually the smart consumers are going to make a switch. We can only expect the awareness to grow and actions to increase, especially with the challenges that our planet is facing today.” Anjali Malthankar, National Strategy Director, Tonic Worldwide sees sustainability as one of the big topics in 2022 – right from fashion, green products, green living to electric vehicles, every category will be touched by sustainability filter. She said, “If the brands have already not made sustainability part of their commitment in any form yet, it’s high time they join the eco-wakening movement. Consumers are already looking for some form of reassurance or the other from brands in terms of conscious behaviour, as consumers are at different stages of adoption – it is a mix of curious, concerned, and advocates. At the very least, they are looking to not feel guilty about consuming the brand. Conscious living, mindful living, Green living, purposeful living are all the buzz words in communications today. For brands it is inevitable to have sustainability as a larger goal.” It is not just the environment and consumers who benefit from eco-friendly practices, businesses with low carbon footprints are more likely to have a better brand image and can easily woo consumers. Deep Bajaj, CEO &amp; Co-Founder, Sirona Hygiene said, “Companies are realizing that being conscious of their environmental impact can benefit them in every manner possible. Consumers desire sustainability owing to the ailing earth. Companies that work to become more environmentally responsible, not only contribute to a better future, but also establish a progressive brand image, happier employees, and a loyal client base. Consumers are real people who are affected by real environmental issues on a daily basis. They are aware that it is no longer limited to textbooks and that industrial activities have a direct impact on their daily lives. As a result, what goes into the making of a product and what goes inside it is extremely important to them. Other than environmental consciousness, they expect transparency from brands.” While brands in India have already started taking baby steps towards converting their business into a sustainable choice for consumers, we will get to witness more demonstrable actions in 2022. And those who fail to prioritise mother earth, will have to face consumers’ wrath. Deshpande said, “The emerging consumer base of millennials &amp; Gen Z is not a forgiving lot when it comes to ethics or ecology being compromised by a brand. But others are not quite as aware and may base their decision only on factors like price or convenience above sustainability. There is no choice. It is a survival mandate for a brand to become sustainable. Otherwise, we will see every resource being depleted in the next few decades.” Kantar BrandZ data shows that brands with weak purpose grow 70% but brands with strong purpose grow 175%. At the same time, India is still a price-sensitive country and consumers stick to the convenience of buying what you are used to. So, on how brands can move beyond mere lip-service and greenwashing this year, Raghvan suggested, “Use innovation to develop products developed against that purpose. Embrace design thinking across the board. Embed a new mindset deeply in the culture and transform from within. Communicate and evangelise with consumers." In 2022, experts are confident that brands will embrace sustainability that will benefit people, planet and profit.

Is 2022 the year when Indian brands will get more serious about sustainability?

<ul><li>The pandemic has had a profound impact on consumer behaviour. While some changes were short-terms, there are a few changes that are here to stay.</li><li>In this new world order, the consumer will be more cautious, as well as demanding.</li><li> <keyword id="10711176" type="UNKNOWN" weightage="20" keywordseo="murtaza-bakir">Murtaza Bakir</keyword>, Country Manager for <keyword id="172902" type="COMPANY" weightage="20" keywordseo="Mintel">Mintel</keyword> in India &amp; Sri Lanka walks us through some of the changes in consumer behaviour and how brands can keep up.</li></ul>As the world starts to pivot, slowly, towards a recovery mode, one thing is for certain, the impact that the pandemic has had on the way we live, buy, travel, work and consume is huge. While some of these changes might have been short-term, limited to when we were completely stuck at home, there might be some changes that are here to stay. The consumer in this new world order will be increasingly careful and much more demanding. During the pandemic, consumers prioritized saving over spending. There has also been a huge shift to digital, with more and more people across the country getting comfortable with spending online. However, most experts believe there will be a change in the consumer-brand relationship and brands will need to rethink the way they talk and do business with their consumers. To understand the short-term and long-term changes in consumer behavior and how brands can navigate these changes, we caught up with Murtaza Bakir, Country Manager for Mintel in India &amp; Sri Lanka. He helped us understand how 2021 will be different and how brands can keep up with rapidly changing consumer expectations. Excerpts: Q) 2020 was a very interesting year when it comes to observing changing <keyword id="901027" type="PERSON" weightage="20" keywordseo="consumer-trends">consumer trends</keyword>. What are some of the biggest trends you have witnessed since March last year? Last year, we released our 2030 Global Consumer Trends, developed as a living, growing prediction model that will adapt with the unforeseen. The model supports the fluid acceleration or deceleration of the trends according to the reality of individual markets, allowing us to not only be more adaptive and reactive to change but to continue to allow us and our clients to focus on the futures we (humanity) want to invent—or avoid. Our new 2021 forecasts remain embedded within our system of Mintel’s 7 Trend Drivers and their supporting pillars. They also take into account the changes that have been accelerated by the COVID-19 pandemic—the subtle yet profound shifts in consumer thinking and responses from brands—and attempt to encapsulate the better future that consumers, globally, aspire to, and towards which brands can build their own strategic visions. Below are the seven trends set to impact global consumer markets in 2021: 1. Health Undefined: An awareness of wellbeing is at the forefront of consumers’ minds, but a playbook doesn’t exist. Brands have a responsibility and opportunity to set new rules. 2. Collective Empowerment: Consumers around the world are making their voices heard loud and clear in the push for equity, agency, and rights. 3. Priority Shift: Consumers are seeking a return to the essentials, with a focus on flexible possessions and a reframing of what ownership actually means. 4. Coming Together: Consumers are coming together in like-minded communities in order to connect with and support each other, driven by the impact of the global pandemic. 5. Virtual Lives: Physical separation due to the pandemic, increased need for escapism, and improved technology are driving consumers towards digital experiences. 6. Sustainable Spaces: COVID-19 has subtly but significantly shifted consumer awareness of our relationship with the spaces in which we live, accelerating demand for sustainability. 7. Digital Dilemmas: While there are many benefits to a more digitally-connected life, concerns about its negative impacts are putting consumers in a predicament. Q) From an overall consumer behavior perspective, how different will 2021 be from 2020? COVID-19, and the ensuing economic impact it has caused, is set to bring about a multitude of changes in consumer behaviour. We are tracking these changes through consumer research to help our clients plan ahead. Few of the notable changes that we will see include: • decreased discretionary spend by Indians on niche products • permissible indulgences will be important • people will seek products and services that will help them to spend more quality time with loved ones • increased focus on health, which will translate into increased demand for added health claims • heightened demand for food safety and hygiene Q) In a <keyword id="9208211" type="UNKNOWN" weightage="20" keywordseo="post-Covid">post-Covid</keyword> world, consumer expectations from brands, esp in a retail environment, will be very different. They will become more demanding. How can brands keep up with these expectations? The events of 2020 have resulted in a shift in Indian consumers’ ambitions, including a desire for better, more balanced quality of life, with a focus on health, safety and more family time – all within a more sustainable environment. Our research highlights that these seemingly modest ambitions and slight shifts in consumer behaviour are easy to overlook, but collectively, and cumulatively, they can have profound repercussions on brand strategies well into 2021. These small changes in consumers are being reflected in similarly small steps that promote profoundly significant ideas, coming from local Indian and international brands. These shifts are a response to changes in how Indian consumers are demanding brands to help them. They want brands to offer affordable, quality products and services to help balance budgets towards achieving their ambitions. They want brands to deliver products and services that help create occasions for quality time with loved ones and improve efficiency at work and home to create more quality family time. They want brands to offer value, safety and health benefits to meet their health concerns. Q) If there were 3 things that brands should keep in mind while communicating with their consumers in a post-Covid world, what would they be? Our research highlights that with Indian consumers hesitant in the face of uncertainty as they emerge from a global pandemic, Indians have shown a decline in positive responses across the seven pillars and a hesitancy to commit until they know more about the ‘next normal’. Brands, therefore, have a role to assure consumers, and to take a lead in helping to shape a better future vision that Indians can both aspire to and identify with, thus building their trust. Three things brands should keep in mind while communicating with consumers include: 1. Brands need to gain consumer loyalty and trust by delivering real value. Consumers are budgeting cautiously but are still spending and seeking brands they can trust. They are also demanding proof of product/service value benefits. The recession won’t last and building partnerships with consumers to help them get through tough times will be key to forging strong loyalties for the longer term. 2. Brands need to stand out by leading the way to a brighter future and project positivity. 3. Opportunity exists for brands to help consumers celebrate festivities through E-retailtainment which includes online shopping, live-streaming and social commerce mainstreaming. Consumers still seek the best deals and products to suit their pockets and needs. Be it online or offline, brands need to entertain as they sell. As more brands go online, the challenge will be standing out by being more informative, fun and entertaining. Q) 2020 showed brands that being empathetic will make consumers choose or lose them. Do you think even in a post-covid world, brands need to keep empathy in mind while coming up with communications or in general become more empathetic even in the way they conduct their business? Our 2021 Global Consumer Trends Report highlighted how consumers are coming together i n like-minded communities in order to connect with and support each other, driven by the impact of the global pandemic. With cooperation and support being a common consumer goal, it is essential for brands to offer them a platform to help each other. Allowing consumers to donate to a cause by making a purchase fulfils this desire and allows for brand–charity partnerships. And yes, brands need to be more empathetic towards consumers, especially with the pandemic. When nostalgia, localism, unity among communities and corporate social responsibility matters most, brands need to be innovative, down-to-earth and listen to what their customers really want. Brands must find a way to engage with them in a way that feels personal and ‘invited’. It is more crucial than ever before that brands find their ‘true voice’ and a way to connect with consumers that keeps them relevant in a post-COVID world.

For brands, building partnerships with consumers to get through tough times will be key to forging strong loyalties for the long term: Murtaza Bakir, Mintel

<ul><li><keyword id="172902" type="COMPANY" weightage="20" keywordseo="Mintel">Mintel</keyword>, a market intelligence agency that has been around since 1972 studies what consumers want and why and helps brands make better business decisions faster.</li><li><keyword id="9717043" type="PERSON" weightage="20" keywordseo="mark-leadercramer">Mark Leadercramer</keyword>, General Manager, South APAC, Mintel walks us through some of the larger trends and <keyword id="139079" type="PERSON" weightage="20" keywordseo="Consumer-behaviour">consumer behaviour</keyword> changes that have come about in the last few months, post the outbreak of Covid-19.</li><li>He also has some advice for brands to help them effectively weather the storm that we are living in currently.</li></ul> The outbreak of the novel <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> and the resulting <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> has changed the world. Not just the way we live, but also the way we communicate, consumer, socialize has undergone a sea change. Consumer behaviour is evolving, keeping in mind the dynamic times. With this changing consumer behaviour, it is imperative for brands to become better listeners than they have ever been before. Because at times like these, brands that are empathetic, and are really listening to what their consumers want, and changing their business accordingly, are the ones that will come out of this successfully. In such a scenario, research has become very important, to understand the kind of changes happening around us. Market intelligence agency Mintel that studies what consumers want and why, has helped brands, over the years, to make better business decisions faster. We recently caught up with Mark Leadercramer, General Manager, South APAC, Mintel, to understand the kind of changes that have been happening not just in India but across the world. He tells us how brands can navigate the situation and a few things they need to keep in mind to succeed in this new world order. Excerpts: Q) There has been a huge change in consumer behaviour due to the pandemic and the ensuing lockdown. What are some of the biggest changes you have observed in the past few months? While the current situation is completely unique, we do have past virus crises like SARS and economic recessions to look back on and learn from. Luckily, Mintel have been around since 1972 and so can draw on our research from those difficult times to help our analyst provide thorough insight today. For example, in the UK, some of the biggest winners of the last recession were absolute luxuries, the likes of premium skincare and sparkling wine. They are products that, whilst not critical, did a great job of providing small treats, lifting people’s moods in tough times. The outbreak has certainly created many challenges for companies in the short-term, but it has also made understanding markets and consumers more relevant and important than ever. Understanding that generations before us have experienced similar situations and persevered should encourage consumers, businesses and governments that this pandemic is also not the end. Sometimes a look back is the best way to take a step forward. Inevitably smart and agile companies will be able to adapt their business to match consumer needs We started tracking the COVID-19’s impact on consumer behaviours and market shifts as early as February 2020, starting from China, when the country was in a serious situation amidst the pandemic. We realised that COVID-19 will have a long-lasting impact on businesses over brands and we quickly started conducting research and sharing insights via thought pieces on our blog, exclusive insight reports and running COVID-19 sessions for our clients both in India and globally to help provide any insights or guidance for their brand repositioning, product innovation or market opportunities. Q) What are a few of these changes that you think consumers will stick to, even once things get better, hopefully later this year? Lifestyle changes triggered by COVID-19 are impacting consumer mindsets. Our research shows that increased handwashing, usage of masks, hand sanitisers, and household cleaning products indicates that consumers are actively taking steps to change their lifestyle as a result of the virus. In order to resonate with consumers, brands need to cater to the growing need of hygiene and holistic wellbeing. In fact, our research highlights that Indian consumers are expecting to spend more on areas such as health care (47%) and household care products (43%). We see this continuing even as the threat of Covid-19 diminishes. In India as well as in other markets, the spread of the virus has led to consumers looking at health more seriously. This includes a focus on healthy eating, better hygiene, increased consumption of immunity-building foods, exercise, and financial planning for a health ailment. The health wave, which has been a growing focus for consumers and brands even before the pandemic outbreak, will become essential as everyone takes health and wellness more seriously. We have also seen growing awareness and focus on mental health as part of this. It is important for brands to keep a close track of consumer sentiments in the current situation and use ‘empathetic innovation’ to help consumers focus on overall physical and mental well-being as consumers face tough times ahead. Moving ahead, after months of being sequestered, we know consumers are looking forward to socialising face-to-face with friends and family as lockdowns ease. For some consumers, outdoor rendezvous is likely to be the first step in a long return to socialising. These anxious consumers are likely to continue to wear masks and keep their distance from friends and family when getting together, staying away from gatherings indoors. Many consumers will be reluctant to start eating out, travelling, and going to public spaces after weeks or months of self-sequestering. This is the time for retailers, hospitality and foodservice leaders to make these activities attractive again by being innovative on how they deliver their product in a safe but engaging manner. Q) A lot of brands are hopeful for a good festive season. Do you anticipate consumer behaviour, especially in India, will go somewhat back to normal during the festive season or do you expect a muted festive season for India this year? As India continues to reel under the impact of the pandemic, our latest research highlights that, while consumers are showcasing low fear about contracting the infection, they are now increasingly concerned about economic distress as 52% of Indian consumers are worried about the negative impact on domestic growth and 50% are concerned about unemployment. Moreover, the biggest shift in what Indians are looking forward to post-COVID was in spending time with friends or family; which slipped 9 percentage points from 43% in late June to 34% in early July. Working/studying normally went from 33% to 31% over the same period. Clearly, Indian consumers are beginning to realise that restrictions are likely to drag on longer than originally anticipated, as cases continue to rise. Q) What are the larger trends in other Asian regions that Indian brands could learn and therefore adopt from? The 7 consumer trend drivers mentioned below are very relevant in the current market scenario. 1. Wellbeing: Seeking physical and mental wellness. 2. Experiences: Seeking and discovering stimulation. 3. Identity: Understanding and expressing oneself and place in society. 4. Rights: Feeling respected, protected, and supported. 5. Surroundings: Feeling connected to the external environment. 6. Technology: Finding solutions through technology in the physical and digital worlds. 7. Value: Finding tangible, measurable benefits from investments. The outbreak of the novel coronavirus (COVID-19) is having a profound impact on the global economy and consumer markets. As a result, many of the predictions set forth in our 2030 Global Consumer Trends have been accelerated and are now relevant more than ever. Q) What would your advice for brands be to weather out situations like the ones we are facing today which could help them minimize the business impact? Just like we ask our analysts to ‘be bold’, we ask the same of our clients. Innovation is critical in a crisis and hand in hand with that comes good smart and agile research to make sure you understand your market and consumer which has changed dramatically. In the current scenario, research can be an enabler for brands and let them keep track of changing consumer sentiments as well as consumers’ expectations from brands. Thus, it is crucial for companies and brands to align their marketing, communications and branding strategies and keep the innovation pipeline ready, even during a crisis. In the foreground of this pandemic, brands that quickly pivot and offer the best consumer experience even under exceptional circumstances will find themselves with a greater market share in the long run. It is important to connect with consumers in a personal way to deepen trust and loyalty, which will set the tone for how consumers view and interact with them, moving forward. Smart brands will be thinking about not just this moment of panic, but their longer-term positioning and the potential whitespace that comes with such a massive shift in the way consumers live their lives. Brands have an opportunity to become pillars of stability in an unstable world by offering realness and intimacy to consumers. Humanity and empathy will become the benchmarks by which brands are judged, rather than the old ideas of perfection and brands ‘knowing what’s best’. Hence understanding what consumers want and why is the key to success. In this way, the right consumer trends can be used as a critical guide for brands through the uncertainty of crisis. Q) How do you see the rest of the year pan out, both India and in APAC? By when do you think the industry will see growth come back? Compared to all the crises the world has seen till now, the COVID-19 pandemic is a different situation – and it is still a moving target, waiting for resolution in the form of some sort of remediation, either a vaccine or a medicine that will control the virus’s effect on humans. Given COVID-19’s ferocity, its speed and its potential to return – the situation we find ourselves in now demands a different descriptor coined by Mintel: we are in the ‘next normal’. To understand the difference between ‘the new normal’ and ‘the next normal’, consider this: ‘New’ is static, ‘next’ is always looking forward. ‘Next’ has a more complex meaning, it suggests a forward movement. And that’s what our current state of affairs is, because of COVID-19. Since the progression of the disease remains unknown, there are many more ‘next normals’ that will challenge us until the virus is resolved. More than ever, businesses need to be quick and flexible in adapting to the changes in market conditions. Listening to their consumers at every stage, and adapting their innovation pipeline to become less vulnerable to risks. Brands need to pay more attention to shifts in values in the long term, as the social impact will be longer lasting than the economic impact. Businesses need to prepare for a longer period of economic recovery, as consumer spending will become more prudent due to increasing financial stress. Some industries and companies will experience growth as they adapt to this situation but critical to all of this is understanding your consumer and crucially throwing out the rulebook of the past. We are entering the next normal and a company's agility will be its best indicator for success.

To resonate with consumers, brands need to cater to the growing need of hygiene and holistic well-being: Mark Leadercramer, Mintel

<ul><li><keyword id="6358511" type="General" weightage="100" keywordseo="bajaj" source="Orion">Bajaj</keyword> rolled out an <keyword id="14315667" type="General" weightage="20" keywordseo="almond-moisturizing-soap" source="Orion">almond moisturizing soap</keyword> — a <keyword id="2724589" type="General" weightage="20" keywordseo="premium-product" source="Orion">premium product</keyword> in its skincare segment.</li><li>The price of the Bajaj soap is ₹53 for a 100 gm soap bar and ₹25 for 50 gm, which is in line with what their competitors charge.</li><li>The soap market in India is worth ₹20,000 crore, which has seen consumer needs evolving in the last two years.</li></ul><keyword id="838822" type="General" weightage="50" keywordseo="bajaj-consumer-care" source="Orion">Bajaj Consumer Care</keyword>, which is popular for its almond hair oil, launched another premium product in its skincare segment — an almond moisturizing soap. It claims that their premium offering is budget friendly as compared to other premium soaps in the market. The price of the Bajaj soap is ₹53 for a 100 gm soap bar and ₹25 for 50 gm, which is in line with what their competitors charge. The company however believes that it offers enhanced moisturization for the skin – giving it an edge over others, not to mention that it comes from the same stable as almond oil offering a brand recall. The company believes that its product is a ‘value proposition’ with competitive pricing amongst other advantages. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Soap </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Market price for 100g </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Bajaj Almond </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹53 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Dove </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹57 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Vivel Aloe Vera </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹56 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Lux </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹32 </td></tr></tbody></table>Source: Amazon <cmsannotation type="cmsannotation" annotationid="Indian soap market is worth ₹20,000 crore" comment="subhead" text="Indian soap market is worth ₹20,000 crore">Indian soap market is worth ₹20,000 crore</cmsannotation> Their intent is to target ‘all consumer segments’ with this offering. “We are confident that the <keyword id="1409202" type="General" weightage="20" keywordseo="Bajaj-Almond-Drops" source="Orion">Bajaj Almond Drops</keyword> branding of the soap will speak to customers’ sense of loyalty and trust and evoke the same response as our hair oil offering,” said Jaideep Nandi, managing director at Bajaj Consumer Care. The soap market in India is worth ₹20,000 crore, which has seen consumer needs evolving in the last two years. Customers have been showing a preference for soaps that do not leave the skin dry after bathing and prefer products that contain natural ingredients. Majority of the Indian consumers, especially during the pandemic have started using medical soaps, while 24% of Indians used a liquid body wash format such as shower gel more, according to a Mintel report – indicating that consumers have become more discerning about the skin care products they use. During the Covid-19, people have been focusing more on their health and wellbeing, especially skincare, hair, and general fitness. In fact, people have been spending more money on these types of products, says the report. And, this is the market Bajaj intends to bag with its new product. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/retail/news/its-food-not-fashion-where-price-pinches-as-shopping-bags-retailer-coffers-are-swelling/articleshow/92515313.cms">It’s food not fashion where price pinches as shopping bags, retailer coffers are swelling</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/education/news/coaching-classes-and-edtechs-make-the-most-false-claims/articleshow/92518895.cms">Parents beware: Coaching classes and edtechs make the most false claims</a>

Bajaj Consumer believes that its premium offerings must be ‘affordable’

<ul><li><keyword id="31174" type="PERSON" weightage="20" keywordseo="brands">Brands</keyword> have seen early signs of recovery during <keyword id="126295" type="ORGANIZATION" weightage="20" keywordseo="Akshaya-Tritiya">Akshaya Tritiya</keyword> and <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> and their businesses are approaching normalcy. </li><li>After surviving the storm during the lockdown, brands have a lot of hope resting on the festive season to bring in cheer and profitability in their businesses. </li><li>With Ganesh Chaturthi around the corner, we decided to speak to a few brands across categories on how they are preparing for the festive season and what kind of expectations they have pinned on the latter half of the year for recovery. </li></ul>Brands are pinning a lot of hopes on the festive season this year to help them bounce back. They have started working on their advertising campaigns in full swing to win back consumer trust and help shape the <keyword id="29547" type="PERSON" weightage="20" keywordseo="Market">market</keyword> sentiment. The festive season, which begins in August and continues till January, often results in a disproportionate increase in demand of goods and services, marking an important period for most consumer brands. However, the pandemic this year has made consumers frugal and the current market unrest has taken a sharp toll on the total spends. As per Madison’s report, AdEx collapsed by as much as 65% because of COVID-19 in Q2, indicating how badly the economy has been performing so far. Last year for Television, the Indian Premier League (IPL), ICC World Cup and Elections in Q2’19 contributed around Rs 3,000 crore (34% to the TV AdEx in Q2’19). However, the pandemic removed both these money-spinners from the AMJ quarter this year, which has added to the decline. This year, brands are trying to come up with innovative solutions to reach out to their consumers at their door steps and are optimistic about seeing a stable growth in the next few months. Fashion e-commerce giant Myntra has seen early signs of recovery and <keyword id="1549018" type="PERSON" weightage="20" keywordseo="consumer-sentiments">consumer sentiments</keyword> picking up during Raksha Bandhan as it witnessed a surge in demand for women's ethnic wear, men’s occasion wear, kids wear, and accessories such as watches, handbags. It also saw 3.5 million customers shopping during the June edition of EORS, a testimony of how consumer sentiments are getting back on track. “The festive season, followed by winter, is the most exciting quarter for Myntra. This year we are expecting a massive scale and growth in festive buying as consumer sentiment continues to be strong. Myntra is already operating at a pre-lockdown scale, and this upcoming festive season will definitely help us in boosting our growth further. Our focus will continue to be on enhancing customer experience by providing high-quality merchandise in a curated and personalized store, along with safe and fast delivery. Our new customer acquisition is at an all-time high and we are ensuring we help them in all their lifestyle needs. We are witnessing a spike in our Tier II and Tier III customers and orders as well,” said Ayyappan Rajagopal, Head of Business, Myntra. Another new-age brand Melorra that specializes in modern jewellery, has managed to avoid the losses incurred by various other businesses during the pandemic months. It saw a 400% growth in the last financial year, and is confident of matching that level of growth with a strong performance in the upcoming festive season. “The festive season this year is expected to be even more impactful than the past for Melorra. Firstly, the lockdown that started in March slowed down the jewellery purchase due to disruption in the delivery logistics, and most of the people are looking to buy jewellery now that the deliveries have resumed. Given the pandemic, all festivities in the first 2 quarters of the FY was a washout, hence there could be a trend reversal during festive season – but not at the previous levels. Since the prices are also at an all-time high, customers would opt for lightweight and trendy gold jewellery that is not only stylish but also easy on the pocket. Melorra caters to women who live in the moment and do not keep gold stacked away in lockers like before. Hence, it is definitely a key period for the brand and the jewellery industry at large,” said Sharat Krishnan, Head of Marketing, Melorra. The festive season has always been the most important part of the year for the jewellery business. Titan has already seen 80% recovery because people are celebrating their milestones with their families at home. It has a campaign and launch of a new collection lined up for October. Ajoy Chawla, CEO Jewellery Division, Titan Company Ltd sees no reason why the festive season shouldn’t be as good as last year. “It would be as good as last year or slightly lesser. The most optimistic expectation is that it should be as good as last year. Even if it is 90% or 80% close to last year’s performance, that’s good. We’re currently seeing 80% recovery and this is my best estimate. We’ve seen this recovery because people are still celebrating milestones like anniversary, birthdays, etc. They understand that the reality is grim but how long can you keep your life on hold? They want to feel good. Also, Q3 is wedding season but the festive season is delayed this year so the season may start a little slower unless there are massive rebound cases. Some markets also take two steps forward and three steps back, there is always some fluctuation. However, after October, we are hoping to see more stability. We will also launch a new collection and campaign around October,” shared Ajoy Chawla, CEO Jewellery Division, Titan Company Ltd. On what the consumer sentiment would likely be this festive season, Nidhi Sinha, Head of Content, Mintel India said, "One of the most important things people are looking forward to once the restrictions of the pandemic are lifted is meeting friends and family. However, according to research from Mintel’s Global COVID-19 Tracker in August, 42% of Indian consumers are looking forward to meeting family and friends in person compared to 34% of consumers in early July. This desire has accelerated due to the onset of the festive season." Mintel's research data indicates that consumer sentiment is improving and there is more willingness to spend on luxury items and good brands in the market. Sinha added, "Ganesh Chaturthi, which is round the corner, would be one such important festival that would entail celebrations in a different way so as to be in line with the pandemic protocols. As people continue to be under restrictions due to the pandemic, this festival is expected to be low key compared to regular times. However, Mintel research highlights that 30% of Indian consumers are planning to spend more on clothes and accessories, presenting an opportunity for brands. This is indicative that people are planning to spend on indulgences despite a negative economic outlook. Brands like Gemini oil, Ferns and Petals and Cadbury have been very agile in talking about the changing face of the festivities and how it is an opportunity for people to spend such festivals at home with their loved ones.” Festive season is an important period for the retail industry. It is a time when consumer spending is at an all-time high. One of the leading sportswear brands PUMA has multiple new launches planned throughout the season to cater to increasing demand. Telling us how the consumer sentiment changed in retail, Abhishek Ganguly, General Manager, PUMA India and Southeast Asia said, “As we’re witnessing right now, online channels will continue to be a convenient option for consumers to shop. Given the precautions around health and safety, we are seeing people shop online or go to a store where they are confident about the hygiene measures being implemented. Having said that, as lockdown continues to be relaxed across the country, we are seeing a steady week-on-week increase in footfalls with consumers visiting our stores to buy fashion essentials.” On festive expectations, Ganguly added, “Over the last 3-4 months, we have been seeing steady growth across both our offline and online channels. The conversions have increased substantially from pre-Covid times as people exactly know what they want to buy and are shopping with a clear intent. Given the trend of how things are continuing to improve compared to the previous months, we are very hopeful of a strong September and October. We hope this trend continues through the festive season and beyond.” Electronics giant Philips has launched a few new products like Smart Hair Dryer, Eyebrows Trimmer this month to ride on the improving consumer sentiment due to the festive season. Gulbahar Taurani, Vice-President, Personal Health, Philips Indian Subcontinent, Philips India, said, “The trends indicate that this is going to be a good season. We will have our challenges in terms of supply chain, partial lockdown, movement of products because the number of COVID cases are going up. From a demand standpoint, we see a very positive sentiment. I believe that this is going to stay, which will drive the festive season. As a part of the festive season, we had a couple of new launches last month itself.” The furniture segment, which was on complete halt during the lockdown as it did not fall under essentials, is also gearing up for the festive months. Given that individuals are spending more time at home due to the lockdown, home-grown brand Pepperfry witnessed an uptick in demand for WFH furniture and décor. In fact, Pepperfry is already at 100% of its pre-lockdown sales volumes. Kashyap Vadapalli, Chief Marketing Officer &amp; Business Head, Pepperfry is now anticipating to see this trend boost their sales further as people continue to focus on making their home spaces better equipped for everything. The brand is upping its digital media game and has launched a new campaign called ‘Swadeshi is Great’. “Given that household products and celebrations at home play such an important role during the festive season, consumers are constantly looking to revamp/renovate the space such that the home category witnesses a natural upswing in demand during festivals. With this combination of consumer adaptation and brand innovation, we are positive about the consumers’ outlook and demand for categories like home décor and furniture. As consumers have become apprehensive with regards to shopping offline or even stepping outside, they are increasingly adapting to buying online. Our online business is already at 120% of pre-COVID levels. As we move along, we plan to keep innovating with digital tools to enhance our consumers’ buying experiences,” said Vadapalli. The sudden outbreak of the pandemic brought a lot of businesses to a standstill. However, one of the few sectors that have seen an upturn amid the nationwide lockdown is EdTech. Now, to evolve with changing times and to prepare for the upcoming festive season, upGrad is looking at altering its marketing strategy. It is shifting its spends towards TV as consumers would want to spend more time together, while supplementing it with digital. Telling us what kind of changes EdTech has gone through lately, Arjun Mohan, CEO-India, upGrad said, “Given the current scenario, consumer priorities are being re-calibrated. They are now undergoing a behavioral shift which is directly reflecting on their spends. Unlike earlier, individuals today have ample time and money to spend on upskilling options, which otherwise, was parked for a later date. upGrad has seen a big behavioral shift in the mindset of parents too towards learning online, as they have seen their kids benefiting from it in real-time. This is one of the major drivers that has created a massive demand for our specialised online programs, which not only enhances the domain knowledge, revise skill sets, etc. but also help professionals achieve desired career outcomes.” All brands voiced their confidence that the worst has passed, and the markets will only move towards normalcy hereon.

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