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Marketing sanitation in rural India (English)

WaterAid-India's rural sanitation program was making slow progress in 1995-96. A lack of demand from households meant that partner nongovernmental organizations (NGOs) had constructed only 460 out of 1,100 latrines planned for the 12-month period. WaterAid-India decided that it was time to reformulate its strategy, and focus on marketing sanitation. AS a result of this change in approach, by the first six months of 1997-98, partner NGOs had achieved a dramatic turnaround in demand, and constructed 5,000 latrines, but were still unable to meet the spiraling demand from rural households in their project areas. This case study examines how WaterAid-India stimulated the demand for sanitation, through social marketing, and hygiene promotion, by providing access to credit, and developing supply chains.

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Marketing sanitation in rural India (English). Water and sanitation program field note Washington, D.C. : World Bank Group. http://documents.worldbank.org/curated/en/151401468268816316/Marketing-sanitation-in-rural-India