COVID has changed the way we consume. More consumers are buying categories online today, than ever before. For instance, first-time buyers comprised 40% of India online staples shoppers and 30% of online personal care shoppers in 2020, with 50% of them planning to continue buying online post the crisis1. While some consumption patterns may to revert to earlier ways post the crisis, many are likely to remain beyond 2020. COVID has also changed the way we work. Coming into 2020, Indian FMCG companies were already dealing with slowing consumption and were undertaking initiatives to reignite growth.