The document discusses the history and market challenges of Lightwel Match Company in India. It was established in 1920 and was a large-scale producer by 1970. However, its sales declined that decade as smaller manufacturers gained market share through excise rebates and incentives. Market research found that while brand awareness was high, retailers preferred pushing lower-priced competitors for better margins. Consumers also perceived Lightwel matches as more expensive. Suggestions to address these issues included displaying prices clearly, increasing retailer margins, restricting new entrants, improving supply/distribution, and introducing smaller matchbox sizes.