National Workshop12 th November 2014

Innovation and Learning of

Promoting HWTS

Presentation by

Dr. Alka Shrivastava

Objective

To scale up promotion of safe, affordable and environmentally

appropriate options for HWTS systems through the supply

chains and delivery mechanisms pertaining to the HWTS

products to the BOP population

Framework to reach consumer

Consumer

Technology /

Product

Delivery / Supply

Chain

Social Marketing

/ Demand

Creation

• Locally relevant

• Affordable but not cheap –

Quality Product

• Risk-Free Proposition; Price

perception

• Locally relevant, simple and

continuous

• Mix of ATL and BTL

communication

• Go through influential people in

the community

• Efficient “last mile” delivery channel

• Product is easily and always

available

• Sufficient margin/value for all

stakeholder of the chain

Innovation

- Product Innovation

- Tools for Demand Generation

- Designing Service Delivery Models

Aqua+ - A Case Study

AFFORDABLE and RELIABLE water purification solution to the BoP households

Product Innovation : For reducing the brunt of waterborne

diseases among BoP

Aqua+ “Do boondo ka Jadoo!”

Product

Innovation

The product has the following features:

• Brand name : Aqua+

• 50ml Sodium Hypochlorite solution (liquid chlorine)

• Can treat 500 litres of water

• Clear instructions in English and Hindi

• Shelf life of 6 months from date of manufacturing

The product is very easy to use:

• Add ½ cap in 20 litres of water or 2 drops per litre

• Wait for 30 mins

• Now water is safe to drink

• MRP of product is Rs. 30

Tools for Demand Generation

Flier Poster StickerBanner

Involving change agents to create higher impact (onsite Water Quality Testing, Awareness' generation

campaigning in targeted community and Street play)

Need for Delivery Model-BoP

Providing access to safe drinking is one of our national priorities

Cost effective water purification systems are available in laboratories and market

But its penetration into the BoP has been very low due to various reasons (lack of

awareness and effective ways to address them)

These technology research benefits can reach the BoP, through innovative and

appropriate delivery models

Designing service delivery models : For reaching the

masses

Designed and piloted three delivery models among BoP

Population:

- Multi Level Marketing Model

- Market Based Business Model

- Peers Model

Multi Level Marketing Model

Buy 6 bottles @ 42

each

L1 gets 5% level

bonus

L1

L2

L3

L4

5% level bonus and

5% group bonus

L3 will gets 5%

level bonus L2 & L1

get 5% group bonus

Market Based Business Model (through local Shop)

Peers Model

/ Bottle

COSMOS Self Help Group

Sun

de

r

Nag

riSl

um

Social Marketing Toolkit – Aqua+

Different Concepts

Concept 1Primary Motivator Theme Tone Route

Health Aspirational Positive Advisory; Informative

A few examples:

1. Swatch jal behtar kal (clean water better tomorrow)

2. Tera ghar ya mera ghar Aqua+ ab har ghar ghar (Your house or my house, Aqua+ is at each house)

3. Aqua+ hai na (There is Aqua +)

Concept 2Primary Motivator Theme Tone Route

Health Problem Solving Negative Informative

A few examples:

1. Ab kitano se kya darna, Aqua+ hai na (Now why be afraid of germs there is Aqua +)

2. Ab beemari se kya darna, Aqua+ hai na (Now why be afraid of getting ill, there is Aqua+)

Concept 3Primary Motivator Theme Tone Route

Ease of use Problem Solving Positive Informative

A few examples:

1. Do boond ka jaadu (A wonder of two drops)

2. Do boond laaye jeevan me khushhaali (Two drops bring happiness to life)

Learning’s of HWTS

Promotion among BoP

- Technology

- Service Delivery

- Inf luence Change

Aesthetic aspects - A value add to enhance product acceptability

Need for Standard Operational Processes (SOP) for testing and validating

technologies before it reaches market

Certification of products regulates consumer behavior

Ease of Use is major factor which guides consumer behavior

Learning - Technology

Learning – Service Delivery

Parallel delivery channels that provide solutions free of cost has distorted the market and

exercised an unfair competition to private sector supply chains

Households at the Base of the economic Pyramid have limited disposable income and thus it

low risk-taking ability - EMI schemes need to be explored

Engaging with local NGO/SHGs can better facilitate service delivery mechanisms

Enabling environment should be built to motivate the relevant behavior

Repeat and continuous interventions are effective for creating a sustained change in

behavior

Involving change agents (like health workers, local thought leaders, local doctors and

school children) results in creating higher impact

Diverse communication channels need to be used for disseminating information

Learning – Influencing Change

Thank You!!