From year 2020 we witnessed many new things. The entire world, including matured and emerging markets were under the threat of the global pandemic Covid-19. When it comes to consumer buying behavior this pandemic divided the era into two- before and after Covid-19. Post Covid situation is definitely different from the previous situation and consumers migrated to a new normal. During the dark days of Covid, consumers were quickly adapting to new buying models which includes e-commerce, digital payments, etc. Going ahead they may not continue all these new practices but may continue a few practices which gave them excellent experience. The retail sector is one of the key sectors which will be impacted heavily because of these dynamics. In this study, researchers focused on the grocery retailing sector which is traditional and has importance at all times because it meets the basic need of the consumers. There are a number of retailers involved in grocery selling and also store format starts from small shops to hypermarkets. This complex background increased the scope and importance of this study. Also, researchers have considered purchasing power- how purchasing power is moving in emerging markets like India and what is the significance of price positioning among different income groups.