MAM
Second Covid wave weakens consumer sentiments, anxiety at an all-time high
Mumbai: Consumer anxiety is at its highest level since the coronavirus outbreak hit India last year, shows the latest round of consumer sentiment survey conducted by Boston Consulting Group (BCG).
The second wave of covid-19, which saw a huge spike in the country’s caseload and casualties numbers, has further weakened consumer sentiment as households cut their expenditure, says the report. At least 58 per cent of consumers think their income in the next six months will be lower than pre-COVID levels, as against 44 per cent in July last year. Similarly, the sentiment about spending has been impacted, with 51 per cent of consumers expecting their spending over the next six months to be lower, as compared to 40 per cent in July 2020.
According to the survey, this fall in sentiment is steepest among the less affluent income groups or those with annual household income less than Rs five lakh. The study carried out between 23 May and 28 May covers 4000 consumers across all socio-economic groups in urban and rural India and is the sixth conducted by the group during the pandemic, since March last year.
Unlike last year, sentiments were impacted more uniformly across large towns, small towns, and rural areas in 2021 with 55-60 per cent of consumers across all feeling that the worst of the coronavirus is still ahead, BCG said in its report.
Even amongst those in the Rs 10 lakh and above annual income bracket — termed as “affluent” households by the survey — expect their incomes to shrink in the next six months.
The survey demonstrates uncertainty for more discretionary categories such as apparel, personal care, cosmetics, travel, and out-of-home entertainment in particular. “Travel, out of home entertainment continues to show negative sentiment with expected cutbacks reaching all-time highs,” as per the survey’s findings.
The report sheds light on consumer anxiety, which is at its ‘highest levels’ since the pandemic hit India, with concerns around economic outlook, health, and lifestyle being accentuated.
An overwhelming 86 per cent of those surveyed cited concerns over an economic recession due to the pandemic. Over 80 per cent reported feeling some sense of uncertainty toward their jobs and income—the highest ever recorded by the consulting firm.
However, the forecast is not all bleak- there are certain positive themes too. Some categories like essentials, health, in-home entertainment, etc continued to show a stable, positive sentiment.
“There is an impending sense of uncertainty however we have observed certain positive messages too. The spending sentiment has not been impacted similarly across categories. Essentials, health, in-home entertainment continue to be winners. Some of the discretionary categories, however, have been negatively impacted.” said BCG India MD & partner Nimisha Jain.
There were also indicators that the shape of the new normal for consumer behaviour is beginning to emerge, now that we have been in the crisis for over a year.
“Many of the newly adopted behaviours ranging from social commerce, online shopping, digital content/ payments – have continued to stick, even when the lockdowns were no longer in place. However, others like ‘do it yourself’ regimes, online doctor consultations have shown high sensitivity to the pandemic situation.” said BCG India Centre for Customer Insight lead Kanika Sanghi.
A positive trend has also emerged, which shows a significant increase in the willingness to take vaccines after the lethal second Covid wave – especially in small towns and rural areas, which had shown high levels of hesitancy/ indifference earlier. At least 78 per cent of the eligible consumers in large towns said that they were very willing to take the vaccine now – compared to 62 per cent earlier. For rural, it stands at 63 per cent now as compared to 41 per cent earlier.
BCG’s COVID-19 consumer sentiment research is based on a global survey that currently covered both developed and emerging markets. It is fielded in waves to provide a longitudinal view of consumer sentiments about the coronavirus pandemic, and changes in consumer consumption behaviour.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
