Which manufactured consumer product has the deepest market penetration in rural India?
Matches, says Richard Woodbridge, of the Institute for Financial Management and Research, in Chennai: “97% of rural households purchase matches on a monthly basis.” Matches, he says, “have probably the most pervasive distribution network of any manufactured consumer product in India; they find their way to every village and nearly every household, regardless of how remote or how poor.” |
Match Point?
