Non-consumption is the inability of a person or organization to purchase and use a product or service required to fulfill an important job. This inability arises from a series of constraints such as market affordability (cost), institutional voids or complexities (enabling environment) or resource or scarcity (convenience) and the like.

At the 2019 International Financial Inclusion Conference hosted by the Sustainable and Inclusive Digital Financial Services initiative of the Lagos Business School, during a Fireside Chat with Dinesh Rathi (CEO, Lagos Free Trade Zone, Tolaram Group), we explored the different strategies that can be used to tackle non-consumption in Nigeria using Indomie Noodles as a case study.