Will the second Covid wave hit consumption demand in India? Will the second Covid wave hit consumption demand in India? Consumption patterns in India havenât been largely impacted by the global pandemic. The fourth-quarter results have shown strengthening recovery and an increase in demand especially in the packaged food and hygiene product segment. However, the second Covid wave, which intensified in April, is putting a question mark on the sustenance of recovery. In an analyst call on Tuesday, Jon R. Moeller -- Vice Chairman and Chief Operating Officer, Proctor and Gamble pointing out the health situation in markets like India, Brazil, Turkey, said it is worse than it's ever been. âThese markets do not have the healthcare infrastructure, nor the financial means to provide subsidies to their citizenry. And as a result, when this happens, employment is affected, consumption is affected, GDP is down significantly in some of these markets,â he said.