The COVID-19 pandemic had a catastrophic effect on the economies of the world. The COVID-19 crises had a huge impact on the way in which buying and selling is done. Complex consumer buying behavior became all the more unpredictable. For most companies, the pandemic had created a situation for innovation like never before. Generation Z (Gen Y) and generation Z (Gen Z) were the most affected segments during the turmoil. These generations are experiencing a roller-coaster ride. These cohorts were fast in adapting to the new challenges arising out of the COVID-19 upheaval. Gen Z had to attend online classes, while Gen Y was either attending online classes or those with jobs were working from home.Purpose:This article makes an attempt to understand the impact of COVID-19 on the buying behavior of the Indian millennials and to know the major sectors of the Indian economy which were exorbitantly influenced by them.Methodology:The research article is based on secondary data obtained from leading financial dailies, news reports observations and discussions with acquaintances.Findings:The research study hopes to shed light on the repercussions of the COVID-19 pandemic on the buying habits of the young generation in India. It will act as a beacon for companies to develop marketing strategies that are in congruence with the mindset of the millennial. Successful business models can be worked out keeping the millennial as the focus.Originality:The research is genuine and creatively inscribed;it visualizes the researchers? speculation about the situation
Millennial’s Tide Over the COVID-19 Crises: Buying Behavior of Indian Millennial’s Post-COVID-19 Crises