COVID 19 Nation Lockdown – An Opportunistic Push for Private Label Brands Under Essentials Category

Due to current COVID-19 pandemic situation across the globe, various sectors have been experiencing tremendous changes in their market responses in both National and International markets. The result of restrictions laid down on Online retailing on one side and controlled operations of supply chain on the other side, have led to changes in business models across sectors. This gave rise to an opportunity for retailers to push their private label brands and fill the gaps in supply chain. This paper emphasizes on the impact of lockdown on consumer buying behavior with respect to essentials category of products.