The ongoing Gulf War has resulted in unprecedented inflation across raw material inputs, compelling major consumer goods companies in India to implement a daily pricing strategy. Executives from various firms, including Havells India and Bajaj Consumer Care, reported inflation rates for input costs ranging from 20% to 60%. This inflation is affecting a wide range of products, including air-conditioners, hair oils, and detergents, leading to price hikes and reduced pack sizes. Concerns are mounting that the increasing cost of living could derail the recovery in consumer spending that had gained momentum following the reduction in Goods and Services Tax (GST) rates last September. Companies are also facing challenges due to rising freight costs and the depreciation of the Indian rupee. As a result, many are taking a cautious approach, with expectations of further price increases by the end of the month. The uncertainty surrounding the geopolitical situation continues to impact consumer sentiment, leading to moderated discretionary spending.