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Match Point: How to Reach Rural Areas

Question: Which manufactured consumer product has the deepest market penetration in rural India? Answer: Matches Matches, 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. Matchbox distribution can be relevant for product piggybacking, whereby manufacturers hitch a new product to established distribution channels. It allows for a broader reach in rural areas at a reduced cost.
The typical designs on most matchboxes in India show only the manufacturer’s logo and some text about the contents. What if that space was used to relay information? Imagine the possibilities of spreading new health/educational information or advertising to 97% of rural families on a monthly basis. Simple pictorial designs would pique interest and accommodate India’s vast differences in literacy rates and languages.


By tracking their distribution from manufacturer to end-user, we can assess the potential for piggybacking additional products and for designing innovative messaging of crucial information. Sometimes, taking a closer look at even mundane objects can spark solutions and approaches to serious challenges.


Taken from an article by Mr Richard Woodbridge.

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