As the pandemic hit India hard, Colgate wanted to understand the emerging new breed of resource-constrained consumers across its cities, villages and socio-economic classes. This was specifically in terms of how their purchase patterns were shifting as they navigated the ongoing crisis. Our approach was to define and investigate a spectrum of profiles at varying degrees of financial constraints / crises as a result of the pandemic…

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Our report modelled the staggering emotional journeys and financial coping strategies of people who ranged from the poorest of the poor across Indian villages, to those who were merely less well off across Indian cities. It fed into strategies that go beyond just selling, to offer real product and marketing solutions for what people were going through in these tough times.