Fuelling a New Fire: Rise of Hygiene and DIY Trend in a Post-Pandemic India

The outbreak of Covid-19 has brought a drastic change among Indian consumers. They have become more hygiene conscious as the fear of contracting the pandemic has gripped them like never before. Hence nowadays, Indian consumers focus more on washing hands frequently using soap and sanitiser. As per the research report by Statista, unlike in 2019, the sales of hand sanitisers in India witnessed a growth of 144% in 2020. In the case of liquid hand wash, the growth figure was 42%.

Emerging trends among Indian consumers

Let’s quickly go through some of the recent changes in habits among Indian consumers.

1. The increasing importance of social distancing and wearing masks

To alleviate the fear of Covid-19 contraction among customers, businesses are increasingly focusing on enforcing social distancing. Especially in shopping malls, supermarkets, and restaurants, merchants ensure that a temperature check is done before the customer steps into the establishment. They have also come up with measures to maintain social distancing. The businesses increasingly focus on sanitising their premises and ensure that all the employees are wearing masks.

2. The surge in online buying

The restaurant customers no longer want to risk standing in long queues or visiting crowded restaurants. They prefer ordering food online. Hence restaurants in India have cashed in on this trend and started providing online food delivery. The survey reports by CNBC TV18 show that out of the 10 restaurants that offer only dine-in services in the pre-pandemic world have started delivery services. To lure the hygiene-conscious diner, restaurants are providing safe and hygienic options such as no-contact delivery.

In the case of buying garments and consumer goods, there is a sharp rise in consumers who opt for online buying. Some of the major companies in this space have come up with a feature where customers can choose from a wide range of online stores. The goods will be delivered at the doorsteps of customers, and they can pay money online. Consumers don’t have to step out of their homes or worry about visiting crowded showrooms. In short, corporations offer buyers a safe, contactless shopping experience.

3. Shift to healthy foods

Post the pandemic, customers have realised that consuming healthy foods is the best way to boost their immunity. Hence, of late, customers have been switching to natural and organic foods that are healthier. The data released by market researcher Kantar shows that the use of turmeric powder has increased by over 5 times to 14.4%. In the case of milk food drinks also the growth has increased by double to 6%. Consumers have become more conscious and go through the labelling of food products to understand the ingredients.

4. Rise in digital payments

While using cash payments, there is always the risk of touching the physical currency used by multiple people. In the post-Covid world, customers don’t want to take a chance anymore. Hence the majority of the customers have switched to digital wallets such as Google Pay and Paytm. As per the study conducted by Razorpay, digital payment transactions have recorded an increase of 76% in Jan-March of 2021 compared to the same period in 2020.

The emergence of Do It Yourself (DIY)in the post-Covid world

The initial days of lockdown forced Indian consumers to stay at home for more than a month. It led to a boom in the Do It Yourself or DIY trend. In simple terms, DIY refers to the method of assembling or building things on your own without the involvement of professionals or experts. It can be as simple as preparing a home remedy for an ailment or assembling furniture for your office work. As per the study conducted by WARC, 54% of India, Indonesia and the Philippines have realised the need to be self-sufficient. Hence nowadays, they focus more on upskilling and learning themselves.

The 3 most popular DIY products

Let’s check the most popular DIY products that have gained immense popularity during the Covid-19 times.

1. Cooking at home

Since people have become more health-conscious, they prefer to stay away from visiting restaurants and thus avoid the risk of Covid-19 contraction. Nowadays, consumers have started trying out various dishes in their home kitchens. The plethora of YouTube videos available has made this a popular option. Home-cooked food comes with both the benefits of cost savings and eating healthy.

2. Grooming products

During the lockdown period, salons were shut down, and customers had to perform their haircut and skincare routine at home. This led to a rise in grooming products such as trimmers used for haircuts, skin care, pedicure and manicure kits. The Financial Express reports that E-commerce companies such as Amazon and Flipkart witnessed double the demand for grooming products during the lockdown period compared to the pre-Covid times.

The DIY skincare and haircare hacks videos posted by Bollywood celebrities such as Kareena Kapoor and Raveena Tandon also became an instant hit among customers. With ingredients such as onion and amla used in daily cooking, people have been preparing face packs and other beauty products. The best part of home-made skincare products is that it is both cost-effective and sustainable.

3. Office furniture

A majority of the IT professionals in India have been working from home since the outbreak of Covid-19. The need for ergonomic office furniture has led to a boom in this sector. Just by placing the order on e-commerce websites, the office chairs and tables will be delivered to the customers. All it needs is to just assemble the various parts into one. Hence, it eliminates the need of stepping out for buying such goods.

Parting Words

In the new normal, Indian customers have embraced a more hygienic and safer way of living. As a result, it has led to a boom in masks, sanitisers and liquid hand washes. Similarly, being confined to the boundaries of their home has made consumers try out various Do-It-Yourself hacks. In addition to reducing the dependency on external buying, DIY contributes to cost savings and aids in becoming more self-sufficient.

Also read:

1) The impact of Covid-19 on Small Businesses. How bad this has been?
2) How small businesses are coping during Covid-19?
3) Best COVID-19 Lessons For Small Business Sectors of India
4) How To Manage Investment During Covid-19 Pandemic?
5) OkCredit: All you need to know about OkCredit & how it works.

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FAQs

Q. In these times of Covid-19, how long should I wash my hands?

Ans. After coughing or sneezing, it is recommended to maintain thorough hand hygiene. As per the guidelines released by World Health Organisation (WHO), wash your hands frequently for a minimum of 20 seconds. Especially after visiting the toilet or when your hands are found to be dirty, prior to eating, and after blowing your nose, make sure that you wash your hands thoroughly.

Q. How can I stay healthy during the pandemic?

Ans. People who consume a well-balanced diet are found to develop stronger immune systems. Hence include fresh and unprocessed foods in your daily diet. It will help you get the necessary vitamins, protein, dietary fibre and minerals for your body. Also, drink plenty of water.

Q. Does it work better if I build my own furniture?

Ans. If you are making real wood furniture, it might turn out to be more expensive than buying inferior quality laminate furniture. However, the laminate furniture will last only for one or two years. If you are building on your own using superior quality material, then it will last for a longer time.

Q. While cutting my own hair, should I keep it dry or wet?

Ans. There are no hard and fast rules, and it’s all about personal preferences. As per experts, if you are aiming for a sleek or blunt look, it is better to keep your hair wet and then go for the cut. It will help you achieve the cleanest haircut. In the case of fine or thin hair, it is recommended to go for a dry cut.