Skip to Main Navigation

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.




Official version of document (may contain signatures, etc)

  • Official PDF
  • TXT*
  • Total Downloads** :
  • Download Stats
  • *The text version is uncorrected OCR text and is included solely to benefit users with slow connectivity.


Marketing sanitation in rural India (English). Water and sanitation program field note Washington, D.C. : World Bank Group.