Covid-19 and indian commerce: an analysis of fast moving consumer goods (Fmcg), and retail industries of tomorrow

Abstract

Introduction: This paper examines the effect of COVID-19 on Fast Moving Consumer Goods (FMCG) and Retail industries of India and examines emerging trends in these markets. Background: COVID-19 has impacted our lives from all the fronts. Businesses and Global Commerce will never be the same once the world restarts post COVID-19. Multiple new trends like Direct to Consumer model(D2C), Omnichannel fulfilment, etc. would emerge in the industries of tomorrow. Macroeconomic Dynamics, consumer behaviour and supply-side disruptions form a complex network that drives these trends in the economy. This network has to be studied to proactively identify the emerging trends in the industry. Methods: Existing literature on COVID-19 and its effect on business and commerce in India were retrieved through secondary research. The retrieved literature was analyzed to identify emerging trends. Conclusion: Emerging trends in FMCG and Retail industry suggest that the previously existing layers of wholesalers, distribu-tors, etc. between the producer and the end consumer is being eliminated. Companies are leveraging technology to achieve direct distribution and thus, are getting closer to the customer.