In this research paper discussions have been done on the rationale and background of the research topic. The objective is to understand crisis management and how it has helped the businesses in India during and after the corona virus pandemic. It has described the methodology used for the collection of data. This research has followed philosophy (positivism), approach (deductive), design (descriptive) and data collection (secondary, thematic analysis) here. This research have evaluated the strategies followed by business in crisis marketing and have recommended strategies for improving crisis marketing. The literature section had presented the basis of the crisis marketing and this aspect had not only given the sense of this concept but also provided the significance of it in business. Moreover, it has given the workability aspects of product branding and the COVID effect which had been occurred in the marketing tactics. Lastly it explained the reason behind the creation of gap with the literature section. All the sections of literature had presented its relevant information on the basis of a crisis management theory named "situational crisis communication theory” and justified the mentioned statements.