COVID-19: Effect on Indian Beauty Industry

Ruby Chanda () and Geetih Kaul ()
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Ruby Chanda: Symbiosis Institute of Management Studies, (SIU)
Geetih Kaul: Symbiosis Institute of Management Studies, (SIU)

A chapter in Pandemic, New Normal and Implications on Business, 2022, pp 111-127 from Springer

Abstract: Abstract The coronavirus COVID-19 has affected 213 countries and territories around the world, with over 23 million infections and has forced more than half the world’s population to live under stay-at-home orders. Today, the COVID-19 pandemic has completely disrupted the world economy (World Health Organization, World Health Organization. (2020). Coronavirus disease (COVID-19) Situation Report—208. https://www.who.int/docs/default-source/coronaviruse/situation-reports/20200815-covid-19-sitrep-208.pdf?sfvrsn=9dc4e959_2 ) (“The Global Economic Outlook During the COVID-19 Pandemic: A Changed World”, 2020). This study has been conducted as secondary research using survey data analytics, descriptive statistics, and some forecasting techniques to make informed estimates of the present beauty industry situation in the COVID-19 pandemic and gain valuable insights into the future. This paper investigates the possibility of a paradigm shift in the Indian beauty industry because of COVID-19 pandemic and the grim chances of recovery at the granular level. The context of the paper will also circumnavigate the impact of the pandemic around the attributes of the market size and development, the competitive landscape, and future strategies for the Indian market. The research addressed the impact of COVID-19 on the industry. The COVID-19 pandemic outbreak fabricated a significant impact and outturn on the beauty industry globally. The article suggested strategies and the insights which can be adopted by the industry practitioners during the crisis as comprehensive trend analysis along with consumer attitude shift is analyzed as base for the study.

Date: 2022
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DOI: 10.1007/978-981-19-4892-3_8

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