 If in India, every individual irrespective of infected or not, wears masks and replaces it at least once a week, what do you

think will
be the future of Mask as a product category? Why?

 Nothing represents the Covid-19 pandemic and its implications better than the mask, and no item better justifies the
world into which the pandemic showed up.
 To understand the market demand during the Pandemic and its future demand, we have the graph (A1).
 With the pandemic continuing its rampage for the second year in India, Masks have become a safety as well as a fashion
choice.
 Considering 70% of the population are using masks, even if the pandemic ends, the health conscious people among
these people will still continue to use masks during public travel. (A1)
 The graphs (A2) shows the result of a small survey about the people going out during the pandemic and the change of
masks in between 7 weeks.

 In a survey, we have also inquired if people will opt for masks after the pandemic. The results are in graph (A3)
 Hence from the data, we can conclude that masks can be a viable product category and Indians have become more
health conscious after the pandemic due to which they have inculcated the habit to use masks outside.
After the pandemic is over will you be using
masks when travelling outside?
18
16
14
12
10
8
6
4
2
0
Yes No

Male Female (A2)

(A2) (A3)
 There have been many pandemics in history paving way for advanced medical technologies, but none has really opened a path for
designer products. Do you think masks have been hyped as a product and adopted as a short-term decision by different industries like
fashion?
• Use of masks was hyped up very much with government circulars on covid transmission can be reduced with the help
of masks. This was required to prevent the spread of pandemic.
• As the pandemic continued with arrival of new variants, people were seen wearing two to three masks to keep
themselves safe.
• Social Media influencers also came out with various designer masks and innovative ideas for masks to entertain
people.
• This resulted in a hype in the market and people from small vendors to large corporations were all ready to make
masks to meet the demands.
• Other than that, we also saw that in assembly meets or international conferences, all world leaders attended
in them in masks which set the precedent and gravity of its use.
• Celebrities were also seen donning masks matching with their dresses which created the idea in consumers’
minds and created a new product category.
• Indian brands like Fabindia and Tjori are creating masks in beautiful block-prints and weaves and providing
them as colorful options with purchase of dresses.
• Hence, masks can be long-term product which fashion industries can capitalize on.

 Can you think of any other sustainable product category which could have emerged because of the pandemic situation and superseded the
sanitizers and masks? Why and how?
• Due to strict lockdowns, procurement of daily necessities and face-to-face communications physically came to a
halt.
• Digital platforms and services took this opportunity to increase their market share and provide the necessary
utilities that people could not get out to procure.
• The active user base for grocery procurement via e-commerce companies like Bigbasket and Blinkit has almost
doubled from 2019, when it stood at 12 million. Maximum business was seen in Tier-1 and Tier-2 cities.
 • Since doctors were refusing physical checkups due to the radical nature of Covid, teleconsultation
apps like Practo, Tata Health, etc. It also boosted the online delivery of medicine via Pharmeasy and
Netmeds like companies.
• Immunity boosters’ sale rose as well with advent of covid and demand for the same is likely to stay
following the change in personal hygiene among Indians

 What role do you think Government policies and Social Togetherness plays in making a product successful and sustainable?

• Government policies can make a product successful in two ways: Effect of Government policy in India across various years:
1. Financial Help
2. Administrative Help
• An example of such relaxation includes how government allowed production of N95 masks from outside
facility during covid times rather than in-house to meet the growing demand of consumers.
• Business can be provided financial help to boost production by relaxations and reducing tax rate as per GST on
import/export materials to help launch innovative products.
• Regarding administrative help, businesses can be provided leniency on items that does not affect the
consumers health-wise and financially to grow their business and help create a visible process so that ease of
doing business in improved.

• For these regards, the Indian Government provided some relaxations in the Companies Act, 2013 and LLP
Act, 2008 during the covid times. Moreover, green tax exemptions can be set up for companies that
generates more sustainable products and various corporate social activities.
• Indian Government has made CSR compulsory for large companies and this creates a sense of togetherness
between the consumers and business.
• It also helps towards the upliftment of the rural community of India and helps business create and
understand a consumer ecosystem based on people’s needs across various sections
 ANNEXURE
Question 1)
• https://www.gqindia.com/look-good/content/how-the-face-mask-took-over-fashion
• https://www.cbsnews.com/news/face-mask-cdc-guidelines-covid-high-demand/
Question 2)
• https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/covid-19-impact-stylish-face-mask-is-the-new-
focal-accessory-of-indias-top-fashion-brands/articleshow/75630819.cms?from=mdr

• https://www.thehindubusinessline.com/economy/indias-textile-industry-is-crafting-a-future-in-global-fashion-mask-market/article31663186.e
ce

Question 3)
• https://pharmeasy.in/blog/7-essential-products-to-have-at-home-during-covid-19/
• https://timesofindia.indiatimes.com/most-searched-products/todays-deals/amazon/what-can-you-order-online-on-amazon-during-covid-curfe
w-list-of-essentials-allowed-for-home-delivery-during-covid-restrictions/articleshow/82146779.cms?from=mdr

Question 4)
• https://www.yourarticlelibrary.com/microeconomics/macroeconomic-policies-3-main-types-of-government-macroeconomic-policies/32840
• https://blog.submittable.com/csr-strategy/