MAM
Industry pins hope on pent-up demand post-Covid2019
NEW DELHI: Which marketer doesn’t know about the theory of lipstick effect? Tracing its roots to the great depression of 1929, the theory substantiates that glum consumers will continue to spend money on small luxuries during or after times of economic crisis to keep up their spirits. Several reports indicate a similar behaviour demonstrated by Americans after the 9/11 and also the global recession of 2008.
Most recently, consumers in China recreated the scenario as sales of cosmetics plummeted as much as 80 per cent in February. According to the Chinese ministry of commerce, resumption rate of large supermarket chains and convenience stores reached 99.5 per cent and 95.4 per cent in the month of May, respectively, with their sales volume surpassing the levels recorded in the same period last year.
The industry is expecting a similar reaction to the lifting up of lockdown in India and is preparing for it.
According to McDonald’s India West and South head of marketing Arvind RP, the market is observing a lot of pent-up demand in his industry segment as people are reliant on home-cooked meals for over a month because of the lockdown.
He said: “There is a lot of pent-up demand among the consumers and they will be looking for high-quality, hygienic food. Will it be more towards dining out or deliveries is a separate question, but I guess it will be more towards the latter.”
He added that since the customer might be frugal and careful with the spends, brands like his, which serve in the value category, will see an upsurge in the sales. He also noted that there will be little to no concept of brand loyalty while making these purchases.
Wavemaker India VP Kishan Kumar Shyamal said: “Brand availability is going to be greater than brand equity.”
Madison World Sigma CEO Vanita Keswani put herself in the consumer’s shoes and admits that even she is looking forward to visiting places like Hypercity for purchasing her ration than going to the local stores.
She also noted: “As per a Kantar study, Indians are hopeful that they will bounce back from the situation quickly. Also, international researches indicate that the recession will not be very terrible in the country.”
Initiative India CEO Vaishali Verma also pointed out while categories like fashion and apparel are suffering because of the lockdown, there is definitely a lot of pent-up demand that will arise once the situation normalises.
However, she added that consumers will be more rational in their choices and brands will have to adapt to their needs to benefit the most out of the situation.
Brands
Alpino crosses Rs 100 crore revenue, clocks rapid growth in health foods
Shilpa Shetty-backed brand scales 5X in two years on wellness demand
MUMBAI: Alpino has crossed the Rs 100 crore annual revenue mark, underscoring its rapid rise in India’s fast-expanding nutrition and wellness market.
The Surat-based brand has recorded 2.5X year-on-year growth and a fivefold jump over the past two years, scaling from Rs 20 crore in FY24 to Rs 100 crore in FY26. The performance reflects a broader shift in consumer preferences towards healthier, high-protein and clean-label food options.
Founded with a focus on making nutritious food accessible, Alpino has built its presence across digital-first channels, including e-commerce and quick commerce, alongside a growing footprint in modern retail. The company credits its growth to a mix of product innovation, affordability and a steady expansion of its portfolio.
The brand has also benefited from the backing of Shilpa Shetty, whose association has strengthened its positioning in the health and wellness space. Her emphasis on balanced living aligns closely with Alpino’s promise of wholesome, everyday nutrition.
A spokesperson for Alpino said the milestone reflects growing consumer trust. “Crossing Rs 100 crore in revenue is not just a number for us, it reflects the trust consumers have placed in our products,” the spokesperson noted, adding that the company remains focused on innovation and expanding reach.
Looking ahead, Alpino plans to deepen its distribution network, introduce new product lines and continue investing in supply chain and consumer engagement. The company has set an ambitious target of reaching Rs 500 crore in revenue over the next two years.
As awareness around health and fitness continues to grow in India, Alpino’s sharp trajectory suggests that the appetite for better-for-you foods is only getting stronger.
