In the last few years, several private equity (PE) and venture capital (VC) firms have invested in consumer packaged goods (CPG) companies.PE/VC investors have been riding a decade-long growth wave in transaction volumes, valuations and fundraising, however the current crisis has eroded some of the value of investments and dampened investor confidence. Consumer goods, household and consumer products as well as FMCG companies should see favour amongst PE/VC investors as high returns often emerge in times like these and can offset the losses during the downturn. There is also a massive amount of dry powder readily available at the investors’ disposal and CPG companies stand to benefit as COVID-19 has materially changed the outlook towards consumer goods essentials as a sector. According to VCCEdge, notable deal activity in the FMCG sector was seen as Avenue Supermarts Ltd. (D-Mart) raised USD 4.86 million in February 2020 and Ador Multiproducts Ltd. raised USD 0.29 million in July 2020.