With the exception of Indonesia, population groups living in extreme poverty (less than USD 1.25 per day) are mostly rural. In Colombia, more than half of the poor earn above USD 2.50 per day. In India, on the contrary, the majority (84%) of the poor live on less than USD 2.50 per day: thus, they are not only more numerous, but much poorer than their Colombian counterparts, which means that the pricing strategies of similar inclusive innovations will need to be adapted. In Indonesia and South Africa, the distribution of poverty is also weighted towards extreme poverty, albeit to a lesser extent: two-thirds of the poor live on less than USD 2.50 per day.