THE BUSINESS CONTINUITY OF A FIRM IS PURELY BASED ON ITS FINANCIAL PERFORMANCE IN TERMS OF WEALTH CREATION TO ITS SHAREHOLDER. ECONOMIC VALUE ADDED (EVA) IS A MODERN CORPORATE FINANCIAL METRIC BEING USED BY COMPANIES TO ASSESS THEIR FINANCIAL PERFORMANCE. EVA GIVES US THE TRUE PROFITABILITY OF THE FIRM AS ITS TAKES INTO ACCOUNT COST OF CAPITAL WHICH WAS CONSIDERED FREE EARLIER. STERN AND STEWART, WHO CONCEPTUALIZED EVA, CLAIM THAT EVA HAS GOT BETTER PREDICTIVE POWER THAN ACCOUNTING MEASURES IN ANALYZING THE FINANCIAL PERFORMANCE OF A COMPANY. IN THIS PAPER, AN ATTEMPT IS MADE TO DETERMINE WHETHER SIX COMPANIES FROM CEMENT SECTOR AND SIX COMPANIES FROM FMCG SECTOR LISTED ON NSE WERE ABLE TO GENERATE POSITIVE EVA AND WHICH OF THE FINANCIAL MEASURES HAD GREATER PREDICTIVE POWER OF WEALTH CREATION IN FIRMS. THE STUDY WAS CONDUCTED USING SECONDARY DATA TAKEN FROM THE FINANCIAL STATEMENTS OF THE COMPANIES FROM THEIR RESPECTIVE ANNUAL REPORTS FOR A PERIOD OF 5 YEARS, 2010-2014. THE STUDY CLEARLY PROVES THAT ALL THESE 12 COMPANIES CREATED WEALTH IN THE POST-CRASH PERIOD, OF WHICH, SHREE CEMENTS FROM CEMENT COMPANIES AND HINDUSTAN UNILEVER (HUL) FROM FMCG SECTOR TOPPED THE LIST. THE STUDY HOWEVER COULD NOT ESTABLISH THE SUPERIORITY OF EVA OVER TRADITIONAL MEASURES.