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India being worst hit during the second wave of Coronavirus left a devastating effect on lives and economy. India is facing the greatest crisis since its independence and people are feeling unsecured because of this deadly virus. Lockdown and social distancing have changed not only the consumer buying habits but also the shopping preferences. As coronavirus progressed the consumer optimism declined in India and Consumers are worried about personal and family safety. Majority of people are trying to do their work from home and stepping out only to buy the essential goods. This crisis has affected brand, category preferences, buying behaviour and spends. As purchase decision people are spending higher on their health and hygiene products and preferring home deliveries rather than visiting stores. People have adopted low touch activities which has increased digital payments and online transaction. This …