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Cutting down on indulgence, not on quality: how young urban India is shopping amid lockdown

While the restrictions are preventing young consumers from leisurely browsing through store shelves, pay cuts and layoffs are forcing them to keep a tab on their wallet. However, their behaviour is proving to be price inelastic. If there’s a premium brand or category essential to their habits, they are sticking to it regardless of price and retail access.
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12 May 2020 10 Mins Read 9 comments
People buy groceries at a supermarket in Delhi after the announcement of a nationwide lockdown in March. Getty Images
People buy groceries at a supermarket in Delhi after the announcement of a nationwide lockdown in March.
The bustling aisles of Nature’s Basket are an urban millennial’s paradise. Want to bake? Try from their 55 kinds of flour to use. Looking for healthy snacking options? Go for imported vegetable air-fried organic chips. Love cheese? Pick from the gourmet cheese wheels. And yes, grab one of a dozen kinds of kombucha on your way out – they’re good
incomes do not rise, retail stores remain in social-distancing mode, but shopping for non-essential items is opened, then brands across all consumer categories will have a completely different fight for the share of their customer’s wallet. Because then, there will be new kinds of goods to be bought, from the same restricted income. ( Graphic by Abdul Shafiq)
The bustling aisles of Nature’s Basket are an urban millennial’s paradise. Want to bake? Try from their 55 kinds of flour to use. Looking for healthy snacking options? Go for imported vegetable air-fried organic chips. Love cheese? Pick from the gourmet cheese wheels. And yes, grab one of a dozen kinds of kombucha on your way out – they’re good incomes do not rise, retail stores remain in social-distancing mode, but shopping for non-essential items is opened, then brands across all consumer categories will have a completely different fight for the share of their customer’s wallet. Because then, there will be new kinds of goods to be bought, from the same restricted income. ( Graphic by Abdul Shafiq)

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