The cycle of lockdowns, re-opening and the apprehension amongst consumers has adversely impacted the FMCG market landscape. Consumer habits have changed, perhaps forever. As consumption patterns shift from luxuries to necessities, discretionary to essential and offline to online, India’s consumer focused brands are facing challenges on multiple fronts.

Consumer brands today are anxious to analyse change in consumption patterns and want to understand elasticity of demand vis-à-vis pandemic-influenced spend. They are pressed to optimize utilization of resources due to labour & material scarcity and need for greater digital presence besides accurate customer insights to gain competitive edge for their business & brands.

That apart, consumer brands are also battling the impact of the economic slowdown. This is forcing them to look for ways to improve efficiencies, optimize spends across activities and functions, and plan and budget better.