o pick up glass pieces without missing a single one, roll out a small piece of chapatti dough and rub it against the floor.

So reads the small missive on the back of a box of safety matches bearing the brand name Mangal Deep. The brand is a part of tobacco major ITC�s safety matches portfolio, which also includes i Kno, VaxLit, Delite and Aim. And the helpful �household hints� on the back of Mangal Deep boxes just happen to be one of the many little tricks that ITC has up its sleeves to inject an element of interest into a hugely commoditised, low-on-involvement category such as this. The eventual objective is to create a line up of strong matchbox brands in the country through innovative product packaging and design. ... more