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    Undercurrent Phase1 Report - Presentation Transcript

    1. Project Undercurrent Phase 1 Report September 2007 [Title]
    2. Table of contents Introduction 3 ExecutiveSummary 7 Researchanddesignprocess 11 Researchasatoolfordesign 12 Fieldstudylocations 16 Whowemet 23 Insightsandopportunities 31 Opportunitymap 32 1.Hierarchyofuse 36 2.Qualityandconveniencetrade-off 42 3.Whatis“clean”? 52 4.Spectrumofempowerment 61 5.Addedvalueforwater 70 Analysisofopportunities 82 Prioritizingopportunities 83 Businessanalysis 88 Designprinciples 90 Nextsteps 94 Appendix:Themesofexploration 97 Collection 98 Treatment 110 Waterqualities 118 Vessels 124 Delivery 134 Vesselcleaning 140 Acknowledgements 143
    3. Introduction
    4. Introduction TheUndercurrentprojectaimstoimprovethetransportationandstorageofwaterforhouseholduse,inorder toimpactthehealthandqualityoflifeoflow-incomecommunitiesinthedevelopingworld. Webelievethatwecanachievethisgoalinseveralways: ·Improvethewaysinwhichpeoplegetandusewateratthehouseholdlevel ·Providechoicestopeoplebeyondwhatiscurrentlyavailable ·Enablelocalmarketsandprivatesectoractorstoimprovehowwaterisaccessedandusedbylow-income households. 4
    5. Project scope (Reuse) Collect Transport Store Dispense Use Discard (Clean) (Deliver) Store Dispense Discard Thejourneyofwaterinthedevelopingworld. Thejourneyofwaterinthedevelopingworldisacomplicatedone,filledwithproblemsandworkarounds ateverystage,fromtreatmenttotransporttouse.Itisalsoincrediblydynamic,eachpersontailoringit tohisorherownneeds. FortheUndercurrentproject,wehavechosentofocusonthetransportandstorageofwaterfor householduse,assumingthatwateristreatedatthesource. Ourresearchnecessarilyincludestheentirejourney;inordertounderstandtransportandstoragewe mustunderstandthecontextthatitfitswithin. Theclean,deliver,andreusestagesinthejourneydonotalwaysoccur. 5
    6. Project timeline Phase1 Phase2 Phase1 Phase2 Phase3 Createconcepts Developfinalproductsand Maptheopportunityspace andselectdirections solutions ·Identifyinsights ·Selectdesignchallengesfor ·Createimplementable ·Articulatedesignchallenges furtherinquiry solutions,productsand/or ·Illustratepreliminary ·Buildprototypes services opportunities ·Seekfeedbackfromthefield ·Refineopportunities 6
    7. Executive Summary
    8. Executive summary Inourresearch,weidentifiedfivekeyinsightareasrelatedtothetransportandstorageof householdwater.Eachoftheseinsightsprovidesdirectionforinnovationanddesign. 1. Hierarchy of use Insight: People’swaterbehaviorreflectsahierarchyofuse:wateristreateddifferently dependingonitsuse.Specificusescorrespondtodistinctbehaviorsaroundcollection, treatmentandstorage. Design challenge: Designsolutionswhichenablepeopletosegregatewaterinasafeway. -Acknowledgeandenablethenuancedbehaviorsofchoosingwatersourcesandvessels. -Considersolutionswhichmakewaterstoragenon-intrusiveinthehome. 8
    9. Executive summary 2. Quality and convenience trade-off Insight: Qualityandconveniencearethemostimportantfactorsinfluencingpeople’s selectionofawatersource.Peopleareoftenforcedtotradeonefortheother,sacrificing cleanwaterforconvenientaccess. Design challenge: Improvetheconvenienceofqualitywatersources. -Improvetheexperienceofcollectingwateratacommunitytap. -Evaluatewaystoextendthephysicalreachofanexistingwatertreatmentplant. -Accommodatepeoplewhoarecarryingwateroverlongdistances. 3. What is “clean”? Insight: Therearefewreliableindicatorsofwatersafety,soifitlooks“clean”,people assumeitissafe. Design challenges: Helppeopleevaluatewaterqualityandunderstandthenatureofcontamination. -Provideindicationsandirrefutableevidenceofwaterquality. -Usemessagingwhichissimple,understandable,andconsistent. Leverageexistingbehaviorsandbeliefsaboutkeepingwaterclean. -Encouragecleaningbehavioratthesitewherewateriscollected. -Improveeffectivenessofcleaning. 9
    10. Executive summary 4. Spectrum of empowerment Insight:Manypeoplefeelasenseofresignationabouttheirwateroptions.Particularly amonglowercastes,peoplearenotempoweredtoinitiatechange. Design challenges: Designwatertoolsandservicesthatempowerpeople. -Empowerpeoplethroughaccurateinformation. -Leverageexistingmechanismsforinformationsharing(e.g.schools,religion,health.) -Designsolutionsthatareavailabletodisempoweredpeople,becauseempoweredpeople willfindtheirwaytothesolutions. 5. Added value for water Insight: Payingforwaterisapoliticallychargedproposition,butmanyhouseholdspayfor addedvaluesuchcoolness,clarity,convenienceandhealthsafety. Design challenges:  Leverageexistingwaterpreferencestomakesafewatermoresoughtafter. -Considerbrandingtoincreasetheperceivedvalueofwater. -Associatebrandswithqualitiesbesidessafety(e.g.coolness,flavor,status.) -Stimulatevalue-addedservices. -Designtoolsandsystemsfordeliveryentrepreneurs. 10
    11. Research and design process
    12. Research as a tool for design Observation and Empathy Looking for Inspiration Human-centereddesignstartswithpeople. Oneofthedistinguishingfeaturesofdesignresearch Understandingpeople’sbehaviors,choicesand istheemphasisoninspiration.Inthesearchfor needsguidesthedesignteamtowardsidentifying inspiration,thedesignteamseeksout“typical” newopportunitiesforinnovation.Allofourresearch contextsandstakeholdersaswellasmore“extreme” methodsfallintotwocategories:observationand contextsandstakeholders.Oftenmoreextreme empathy.Observationisfundamentallylookingfor casesareabletohighlightissuesandopportunities patternsinbehaviorsandtools,lookingforwhat thatarelessvisibleinthemainstream.Theresultsof iscurrentlyworkingwellandalsoareasthatcall ourresearchareinsightsinspiredbyhumanstories, outforimprovement.Observationvisitsinclude asopposedtostatisticaldatafrommorequantitative conversationswithpeople,allowingtheman approaches.Theseinsightsarethefoundational opportunitytodescribetheirchoicesandprocesses. elementsoftheideagenerationstageofthedesign Empathygoesbeyondthefacevalueofwhatpeople process. sayanddo.Throughempathizingwithpeople,the teamisabletorecognizethethoughtsandfeelings A Systems Approach thatleadtotheobservedbehaviors. Thestudyofwatertransportandstorageincludes manydifferentstakeholders:avarietyofpeople Being in Context inhouseholdswithdifferentaccesstowaterand First-handexperienceoftheatmosphereandtools behaviorsaroundwater,andavarietyofproviders usedintherealworldaddimmeasurablerichnessto whooffertreatedsources,waterdeliveryservices, thequalityofthelearningprocess.Visitingpeople andstorageandtransportsolutions.Inadditionto intheirhomesandatthewatersourceprovidesthe specificwater-focusedstudies,theteamwillexplore researchteamwithvaluableunderstandingabout theretailanddistributionofanalogousproducts, thelifeandday-to-dayactivitiesofthepersonbeing tounderstandthefactorswhichleadtosuccessful observed.Observationsatthepointofaccessand introductionofnewofferings. pointofusewillservetohighlightareasinthewater “journey”wheredesigninnovationcanhavean impact. 12
    13. Research goals Ourfieldresearchhadthefollowinggoals: To understand people’s needs behaviors, To understand rural markets in India ·Understandingexistingsupplychainsforwater attitudes, perceptions and aspirations in a ·Understandingchallengesassociatedwith variety of water contexts ·Varietyofwatersources:surfacewater,community productionanddistributionofbulkgoods wells,municipalstandpipes,waterkiosks,NGO- ·Speakingtopeopleatmanydistributionpointsin providedbulksupply,andconditionsofscarcity. thesupplychainfornon-waterproducts ·Varietyofwaterquality:frombrackishgroundwater toimprovedsourcestocertifiedsafewater. ·Ruralandurbancontexts(withemphasisonrural) ·Communitywatersupplyandindividualhousehold supply To learn from existing solutions to the challenges of water access, transport, and storage ·Localorganizationsprovidingimprovedwaterina bulksupply ·Existingproductsfortransportandstorageof householdwater ·Understandinghowinstitutionsobtainandstore water(e.g.schools,medicalclinics) 13
    14. Process 1.Conversationswith 2.Fieldnoteson 3.Insightsand 4.Keyinsights peopleabouttheir eachfamilywemet recurringthemes livesandwateruse Examplesfromfirstroundofinsights 14
    15. Process 5.Designchallenges 6.Brainstorming 7.Opportunityarea 8.Illustrativeconcepts exploration Examplesfromfirstroundofconcepts 15
    16. Field study locations TheteamvisitedruralcommunitiesaroundVijayawada,JodhpurandAurangabadaswellasurbanslums inHyderabad,DelhiandMumbai. Wechosesitesforourresearchbasedtwomainfactors. ·Localwaterconditionsandpractices,togetabroadunderstandingofthedifferentproblemsand solutionsinIndia. ·Partners,tobenefitfromtheexperienceandnetworkstheyhaveineachregionandtolearnfromtheir workinthewaterspace. 16
    17. Field study locations Hyderabad InHyderabadwevisitedbothanofficialandan unofficialslum.Inbothcasesthesearesmall communitieswhoseprimaryconcernwaseviction. RajeevGandhiNagarisasmallslumof50families inthemiddleofthecity.Thefamilywemethas beenlivinginthesamehomefor40years.14family membersliveinverysmalllivingconditionslessthan 100squarefeet.Theadultsworkforthegovernment asstreetsweepersandcanaffordbasicthingsfor theirhomelikeelectricity. Theunofficialslumismadeupofconstruction workerslivingneartheirconstructionsitesintents. Thoughtheylookverytemporary,manyofthese familieshavebeenlivinghereforfouryears.The parentsworklonghourswhichoftenleavesthe childrenunsupervised. Governmentwaterisavailablejustashortwalkfrom mosthomes.Thiswaterisseenashighqualityasit isthesameaswhatthewealthierinhabitantsofthe cityuse. Localpartner:CAPFoundation 17
    18. Field study locations Vijayawada WaterisabundantintheregionaroundVijayawada. Mosthomeshavepipedwaterprovidedbythe governmentafewhourseachday.Thiswaterisnot highenoughqualityfordrinking,somosthouseholds collectdrinkingwaterfromothersources(localpond orwellorpaidaccesstoawatertreatmentplant). Theprimaryconcernaboutthedrinkingwaterinthis regionarehightotallydissolvedsolids(TDS)which areknowntocausejointpain.Greenalgaeisanother commonconcernandishighlyvisibleonthestorage vessels(particularlyplastic). Castedivisionshaveabigimpactonwateraccess aslowercastestypicallylivefurtherfromthetreated watersources. Localpartners:WaterHealthInternational,Naandi Foundation 18
    19. Field study locations Delhi DelhiisthepoliticalcapitalofIndia.Wevisitedthe MolarBundslum,whichhas40,000inhabitants. Manyofthefamilieshavebeenlivinghereforover10 years.Mostofthehomeshaveelectricityandmany haverefrigeration. Mostfamilieslivewithafewstepsofamunicipal watertap.Thetapsthemselveshavebeenstolen sothewatercomesoutofabarepipe.Thewater comesonthreetimesadayandpeoplehavetowait theirturnbecausethewaterpressureissoslow.It cantakeupto5minutestofillonepotofwater. Localpartner:ArpanaTrust 19
    20. Field study locations Jodhpur TheregionofJodhpurhaswatershortagesevery year.Theirprimaryconcernisaboutaccesstowater; waterqualityisasecondaryissue.Thebiginitiatives intheregioninvolverainwaterharvesting.Digging largerpondsorcatchments,andmaintainingthese sourcesthroughouttheyear. Mostcommunitieshavedevelopedworkaroundsfor thesehardconditionsthatincludedeliveryofwater (4000L)bytruckortractorthatfillseitheracommunity tankorahouseholdstoragetank. Thewaterqualityisquitepoor.Thetasteissalty whichmostpeopledislike.Theytalkalotabout “sweet”water.Thegovernmentprovidesbleach powderforfreeanditsuseisquitewidespread. Turbidityisabigconcernanddealtwithbypouring waterthroughaclothfilterandalsotheuseofalum. Localpartner:JalBhagirathiFoundation 20
    21. Field study locations Mumbai ThecityofMumbaiisthefinancialcapitalofIndia, andhometothelargestslumsinAsia.Throughout Mumbaithereareinformalandformalslums,the largestofwhichisDharavi,withapopulation estimatedtobebetween600,000andamillion. Theslumsincludeagreatrangeoflivingconditions. WevisitedahomeinColabawhere15peoplelive inan8’x10’space,withnoaccesstoelectricityor runningwater;wevisiteda2-floorhouseinDharavi whichboastedTVandrefrigerator,andastoragetank toensure24-houraccesstopipedwater. Inthepoorerslums,collectionandstoragearequite difficult.Waterisavailableatcommunitytapsforonly 2-3hoursaday,onafixedschedule;inColabathe watercomesonat4ameachday.Waterstorageis constrainedbyincrediblespacelimitations,causing thesluminhabitantstospilloverintothesidewalks andstreetsoutside. 21
    22. Field study locations Aurangabad TheregionaroundAurangabadisknownforits farming—thesoilisfertile,andthefarmingpractices areadvanced,soit’soneofIndia’smostproductive regions.Inrecentyears,themonsoonrainshave beengood,sofarmersareinvestingintechnologies toimproveagricultureandimprovementstotheir homes. Thetypicalfamilyfarms2-5acresonaplotpassed downfromtheirparents,withasurfacewellonthe propertytoprovideirrigationandhouseholdwater supply.Waterisabundantmostoftheyear,witha highwatertableuntilMay-June,whenmanyofthe pondsgodry. Forthefarmers,thedifferencebetweensubsistence farmingandsellingcropsinthemarketplaceis irrigation.Thewealthierfarmersuseelectricorfuel- poweredpumpstodistributethewatertotheirplots. Localpartner:IDE-India 22
    23. Who we met [Page Title] Sandredelisiugueminhenibheldoloreet,velditlorsi.Doloborperacillameu faciblafaccumalitateetveniamquat.Dipet,quisimquamIduntinutat. Oboreconumnitutet,quipsusciblafacingetvelisseduisniscilipexerodolorti niamconsequissedendiamduisnosetnostrudtietat,conseconsequipitnim duntilisdoloremvelilitincillaatisdoloboreverat.Imeuiscilineugiatacc Sandredelisieugueminhenibheldoloreet,velditlorsi.Doloborperacillameu faciblafaccumalitateetveniamquat. Ourprojectisinspiredbyourinteractionsandconversationswiththepeoplewespenttimewith,intheir homes,businesses,andcommunities. 23
    24. Who we met Ourresearchincludedconversationswithmanytypesofpeople. ·Partners,tolearnaboutthewaterservicethattheyprovide. ·Peopleinhouseholdsconnectedwiththepartnerorganization(menandwomen,parentsandchildren). ·Peopleinhouseholdsnotconnectedwiththepartnerorganization(menandwomen,parentsandchildren). ·Localentrepreneurs,vendors,andshopkeepers,tolearnaboutlocalmarketinganddistribution,andabout successfulproducts. ·Schools,tolookatthehandlingofwateronalargerscaleandtounderstandeducationaroundwater. 24
    25. Key individuals: Susheela Susheela Her Home SusheelalivesinthevillageofDendulurunear Thoughshehasarelativelywellestablished Vijayawada,AndhraPradesh.Shehas2sons, homecomparedtosomeofherneighbors,she oneofwhichwhodiedinacaraccident.Her wouldliketorebuildit.Sheisconsideringtaking threegrandchildrenlivewithherandtheyareall outagovernmentloantodoconstruction.She supportedbyherremainingsonwholivesinthe haselectricitywhichisusedtorunalightanda city.Shespendsherdaydoinghousework. television. 25
    26. Key individuals: Susheela Water Collection Drinking Water Susheelahadaprivatetapinstalledinheryardfor Sheissatisfiedwiththequalityofthemunicipal afeeofRs.3150($80)andpaysayearlyfeeof water.Someofherneighborspayfordrinking Rs.360($9)forthisconvenience.Herpersonal waterfromtheWaterHealthplant.Shedoesn’t tapisonly6feetawayfromthecommunity--there treatherwater,butkeepsdrinkingwaterinaclay isonlyabushbetweenthem.Theprivatetaps potforcoolingraisedoffthegroundbyatire.1 affordshertheluxuryofnothavingtowaitinline 1/2literplasticbottlesarekeptaroundthehouse withtheothersandtheuseofhosewhichreaches forconvenience.Metalpotsareusedforstorage toherhome. andcookingwater. 26
    27. Key individuals: Jathi Jathi Her finances Herfamilyisinthecarpentryprofessionin Theirhouseisoneofthemoreestablishedinthe thevillageofNayaDungarpur,nearJodhpur, community.Theyhavesolarelectricitywhichthey Rajasthan.ShehastwosonswholiveinMumbai; gotthroughasubsidy.TheypaidRs.6000($150) herdaughtersinlawanddaughterandeight whichtheywereabletofinance.Theelectricity grandchildrenlivewithher.Theyareahealthy isenoughtopowerafan,twolights,aradioand familyandJathiattributestheirlucktoGod. aTV.“Godrechargeseveryday.”Thefamily’s “HealthisluckfromGod”. expensesareminimal(freeelectricity,freewater, nohealthcosts)thebiggestexpenseisschool feeswhichareRs.8000/yr($200). 27
    28. Key individuals: Jathi Water collection Drinking Water Jathi’sfamilyhasastoragetankoutsidetheir Freshnessisimportant;theyonlydrinkwaterfresh homewhichcollectsrainwaterandiskeptas fromtoday.Yesterday’sleftoverwaterisusedfor reserveforwhenthepondrunsout(everyMay). washing.Thefamilyisconscientiousaboutwater Thecommunityundertookaprojecttoenlarge quality.Theyuseaclothfiltertwicebeforedrinking thepondtoholdwaterlonger.Jathi’sfamily water.Thecommunityaddschlorinebleachto contributedRs.1500($38)tothiseffort.Jathiis thepondduringtherainyseason.Whenthe primarilyresponsibleforcollectingwaterfromthe waterrunsoutthefamilyhastopayRs.400($10) pond(abouta10minutewalk).Shecarries10-20 forwatertobedelivered.Theyviewthistrucked potseachday.Thiswaterisusedforeverything- waterasverydirtyandrequiresbleaching. evenforcattle.Thereisalsoamunicipal standpipethatiscloserbutinfrequentlyflowing. 28
    29. Key individuals: Tarabai and Mirabai Tarabai and Mirabai Water for life InanAurangabadvillage,Tarabailiveswith Bothwomencomplainedthattheirheadsget herhusband,twoteenagechildren,andher verytiredafteratransportingwaterfromthe husband’ssisterMirabai,whowasdivorcedbyher nearestpumpwelltothecementstoragetankat husbandlastyear.Itisunusualforvillagewomen thebackoftheirhouse.Theborewelliscloser, todivorce,andthewomenthoughtitwasunlikely butthewaterfromthiswellissalty,whereasthe thatshewouldremarryorhavechildren.“It’s waterfromthepumpwellis“sweet,fromGod.” muchhardertobeawomaninthevillage,”Mirabai Bothwellsweredugafteradivinerfromthenext said,becauseit’sdifficulttogetworkinthefields. village,whomayhavemysticalpowers,came Bothwomenhavebeenlaborerssincechildhood. andidentifiedthemostlikelywatersources.The familyhasawaterpump,butit’susedprimarilyfor farming,notforthehousehold. 29
    30. Key individuals: Tarabai and Mirabai Accepting one’s role Holding on to beauty Bothwomenshowedrespectformembersof “Drinkingwaterandeatingfruitsandvegetables theircommunitywhohadacceptedGod’sgifts areimportantforkeepingbeautiful,”thewomen theirroleinlifewithoutstrivingtoofarbeyond explained,underscoringapotentialopportunityto theirhumbleroots.WhenweshowedTarabai linkwatersafetytobeauty.Mirabaiusesbeauty andMirabaithe“HippoRoller”prototype,they lotiontokeepherskinfresh,withthehopethat explainedthatthemenintheircommunity“would shemaystillre-marry.Tarabai’shusbandlaughs, notallowustousesuchafancytechnology”and acknowledgingthatshewantstospendfarming thattheywouldkeepitforthemselves.Mirabai, incomesonclothingandjewelrywhilehe’drather thedivorcee,saidthatshemightpossiblybeable investinagricultureandhouseholdimprovements. tofightforuseoftheinnovation,indicatingthat Thisyear,theyplantospendonboth. herliminalstatusmightallowhertoactoutsidea woman’straditionalrole. 30
    31. Insights and opportunities
    32. Opportunity map Insight Insight Insight Insight Insight OurresearchconsistedofmeetingapproximatelysixtyfamiliesandpractitionersinIndia,eachof whomrevealedinterestinginsightsaboutwaterusage. Inthisreport,wewilldiscussthe5mostcriticalinsightsfordesignersofwatertransportand storageinIndia. 32
    33. Opportunity map Design Challenge Design Challenge Design Insight Challenge Eachofthe5keyinsightsislinkedtoasetofdesignchallenges, whichframetheopportunityforimpact. 33
    34. Opportunity map Opportunity Opportunity Area Area Opportunity Area Opportunity Area Design Challenge Opportunity Design Area Challenge Design Opportunity Insight Area Challenge Opportunity Area Theinsightsanddesignchallengesrevealpotentialopportunityareas, thatwewillbringtolifeinthenextphaseoftheproject. 34
    35. Opportunity map 35
    36. 1. Hierarchy of use Insight: Hierarchy of use Wateristreateddifferentlydependingonitsintendeduse.Specificuses correspondtodistinctbehaviorsaroundcollection,treatmentandstorage. Theintendeduseforwaterofteninfluencesthechoiceofsourceandstorage vessels.Higherqualitysourcesareoftenusedfordrinkingwater,andlower qualitysourcesforotheruses.Closedvesselsareoftenusedfordrinkingwater, andopenvesselsforotheruses. 36
    37. 1. Hierarchy of use ThechoicesofonefamilyinVijayawadaarehighlightedingreen.This familyuseswaterfromthetreatmentplantfordrinking,andpipedwater forcookingandwashing.Drinkingwaterisoftenpouredfromtheplastic jugintoaclaypot,forcooling. SOURCE STORAGE USE Treatment SafeWater  Drinking Plant PlasticJug Pipedto Plastic House Bottle Cooking StandPipe ClayPot Well MetalPot Washing Pond Bucket Truck Large Livestock Scale 37
    38. 1. Hierarchy of use ThechoicesofonefamilyinJodhpurarehighlightedinyellow.Thisfamily useswaterfromthewellfordrinkingandcooking,andtrucked-inwater forwashingandlivestock.Allhouseholdwateriskeptinclaypots. SOURCE STORAGE USE Treatment SafeWater  Drinking Plant PlasticJug Pipedto Plastic House Bottle Cooking StandPipe ClayPot Well MetalPot Washing Pond Bucket Truck Large Livestock Scale 38
    39. 1. Hierarchy of use Why do people have these behaviors of segregation? Health - Peoplechoosewaterfromthebestsourcesfordrinking.Theytake specialcareofit,keepingitinthebestvessels,indoors,raisedfromtheground, andcovered. Conserving cost and effort - “Safer”waterrequiresmoretimeandcosttostore anduse.Peopledon’twanttospendextraeffort,collectinghighqualitywater (whichmightbefartheraway)andtakingspecialcareofthewater,forthatwhich won’tbeusedfordrinking. Vessel cost and availability - Thebesttypeofvesselsareoftenmorecostly, andhardertogetthanthebasicvesselswhichcanbeusedforlow-quality washingwater. 39
    40. 1. Hierarchy of use Insight Wateristreateddifferentlydependingonitsintendeduse.Specificuses correspondtodistinctbehaviorsaroundcollection,treatmentandstorage. Design challenges Designsolutionswhichenablepeopletosegregatewaterinasafeway. -Acknowledgeandenablethenuancedbehaviorsofchoosingwatersources andvessels. -Considersolutionswhichmakewaterstoragenon-intrusiveinthehome. 40
    41. 1. Hierarchy of use Guideline for action Designsolutionswhichenablepeopleto segregatewaterinasafeway. 41
    42. 2. Quality and convenience trade-off Insight: Quality and convenience trade-off Qualityandconveniencearethemostimportantfactorsinfluencingpeople’s selectionofawatersource.Peopleareoftenforcedtotradeonefortheother, sacrificingcleanwaterforconvenientaccess. Whilequalityandconvenienceareparamount,costandstatusplayintothe equationaswell. 42
    43. 2. Quality and convenience trade-off Thewatersourceswesawonourfieldvisitcanbemappedsubjectively,byqualityandconvenience. oHyderabad high oVijayawada convenience oDelhi openwellpumpedtohome oJodhpur pondpipedtohome oMumbai oAurangabad pond-fedwaterdeliverytruck municipalwaterdeliverytruck WaterHealthplant openwellonproperty JalBhagirathiplant low high quality quality pond-fedvillagestandpipe municipaltap municipaltap tubewellnearvillage municipaltap,lowwaterpressure tubewelloutsidevillage constructionsitetap pondoutsidevillage low convenience Themostconvenientwatersourcesarepipedordeliveredtothehome,eliminatingthedrudgery associatedwithwatertransport. Thehighestqualitywatersourcesaretreatmentplants,orwaterwhichisclosetothetreatmentstage (e.g.municipalwater.) 43
    44. 2. Quality and convenience trade-off InthevillageofDenduluru,threedifferentsourcesareavailable,allwithin200mofeachother. Weinterviewedthreehouseholdswhichprioritizequalityandconveniencedifferently. Denduluru high convenience pondpipedtohome WaterHealthUVplant low high quality quality pond-fedvillagestandpipe low convenience G.Chantigets Susheelapays Theschoolmaster’s herwateratthe forapipedwater wifebuysWHIwater standpipe,because connection,even fordrinking,because she’snotwillingto thoughthestandpipe it’shighquality.She payeitherforquality iscloseby,because hasapipedwater orconvenience:she’d shevaluesthe connectionfor rathersaveforhome convenience. washing,becauseit’s improvements. convenient. 44
    45. 2. Quality and convenience trade-off Why do people choose quality over convenience? Immediate benefits - There’sanimmediateunderstandingofthebenefitsof convenience.However,thebenefitsofqualityarehardtoquantify—duetolack ofunderstandingaboutconnectionsbetweenwaterqualityandhealth,anddue tothecomplexnatureofwatercontamination. Importance of proximity - Thereisastrongaversiontocarryingwaterfarther thannecessary;ifafamilyhasbeenusingaparticularsource,they’reunlikelyto switchtoonethat’sfartheraway.Thereisalsoafeelingembeddedintheculture thatwomenshouldnotventurefarfromthehome. 45
    46. 2. Quality and convenience trade-off Insight Qualityandconveniencearethemostimportantfactorsinfluencingpeople’s selectionofawatersource.Peopleareoftenforcedtotradeonefortheother, sacrificingcleanwaterforconvenientaccess. Design challenges Improvetheconvenienceofqualitywatersources. -Improvetheexperienceofcollectingwateratacommunitytap. -Evaluatewaystoextendthephysicalreachofanexistingwatertreatmentplant. -Accommodatepeoplewhoarecarryingwateroverlongdistances. Improvethequalityofwateratconvenientsources. 46
    47. 2. Quality and convenience trade-off Example opportunity: Pre-filled pots service Createaservicewhichallowspeopletotradetheiremptypotsforclean,pre-filledpots. Ankurbringsfouremptypotstothefilling Hepicksuptwofullpots,andgets Laterintheday,hiswifebringsthetokens station. tokensfortheothertwo. andtakestwomorepotshome. 47
    48. 2. Quality and convenience trade-off Example opportunity: Pre-filled pots service Key features -Speedsupprocessofcollectingwater -Allowspeopletocollectwaterallday,evenifwaterisonlyavailablefora limitedtime -Allowsparticipantstocollectwaterinconvenientincrements,throughuse oftokens Business model questions -Whatisthewillingnesstopayforaservicethatcleanspotsandreduces waittime? -Howdocustomersverifythatthepotstheypickedupwereclean? -Aretheremarketingchallengesassociatedwithsharedpots? -Whataretheoperatingcosts(laborandconsumables),andcanthesebe offsetbyrevenues? -Whatlevelsofinventoryofpotsandwater(filledpots)areneeded? -Doesthereneedtobeasignificantbufferofinventoryofpotsofwater, andwouldthisbewastefulofscarcewaterorspace? 48
    49. 2. Quality and convenience trade-off Example opportunity: Hauling Supportlocalentrepreneurstodeveloplocally-made,wheeleddevicesthattransport multiplevesselswithminimallabor. 49
    50. 2. Quality and convenience trade-off Example opportunity: Hauling Key features -Easestransportoflargerquantitiesofwater,toreducethe“drudgery”of carryingpots -Canaccommodateexistingwatervessels -Canalsobeusedfortransportinggoodsotherthanwater Business model questions -Whatarepeoplewillingtopaytobuyahaulingdevice? -Whatarepeoplewillingtopaytorentahaulingdevice? -Willitrequiremaintenance,partreplacement? -Thisdevicemayrequireabehaviorchange(forexample,itmaymake itpossibleforwomentouselargercollectiondevices.)Isthisbehavior changeapositivething? -Ismanufacturinglocalorcentralized?(Centralizedtypicallymakesthe productcheaperandstandardized,butrequirestransportation/distribution. Localproductionallowsforcustomizationandmoredirectdistribution,but makesitdifficulttogeteconomiesofscale.) 50
    51. 2. Quality and convenience trade-off Guideline for action Improvetheconvenienceofqualitywater sources. 51
    52. 3. What is “clean”? Insight: What is “clean”? Therearefewreliableindicatorsofwatersafety*,soifitlooks“clean”,people assumeitissafe. *Wedefinesafe water aswaterthatmeetsWHOstandardsforsafety. 52
    53. 3. What is “clean”? Thedifficultyof distinguishingclean fromunclean,the multivariatecausesof healthproblems,and thedelayedeffectsof Aslongasfishare Intheslumspeople Visiblyclearisthemost swimminginhispondthis areproudtodrinkthis importantfactorinjudging drinkingpoorwaterlead farmerisconfidentthatthe waterprovidedbythe ‘clean’.Peopleputgreat toamultitudeofbeliefs waterisdrinkable. municipality,becauseit’s effortintoreducing thesamewaterprovidedto turbidity. andpractices—some thewealthierpeople. ofwhichareeffective inpreventinghealth problemsandsome whicharenot. InMadPuriathereis InVishnuNagarthelarvae Peoplewhousebleachare atraditionofa‘solar’ swimminginthewaterare dosinginaninconsistent treatmentwherethe anobviousindicationof manner,withnofeedback (covered)potsitsinthesun ‘unclean’. thatthetreatmentis alldayasawaytotreatthe working. water. 53
    54. 3. What is “clean”? Why do people have a lack of understanding of “clean” water? Misleading cues - Therearenovisualcues,orreliableindicators,thatwateris cleanandsafetodrink.Thecuesthatdoexistcanbemisleading:forexample, tasteisadistinguishingfactorwhichisnottiedtowatersafety. Mixed messages - Therearecountlessmessagesaboutwhatmakeswater clean,stemmingfromsourcessuchasreligion,schools,healthclinics, commercialmarketing,andlocaltradition.Everypersonmustchoosewhatto believefromthiscacophonyofopinions. 54
    55. 3. What is “clean”? Insight Therearefewreliableindicatorsofwatersafety,soifitlooks“clean”,people assumeitissafe. Design challenges Helppeopleevaluatewaterqualityandunderstandthenatureofcontamination. -Provideindicationsandirrefutableevidenceofwaterquality. -Usemessagingwhichissimple,understandable,andconsistent. Leverageexistingbehaviorsandbeliefsaboutkeepingwaterclean. -Encouragecleaningbehavioratthesitewherewateriscollected. -Improveeffectivenessofcleaning. 55
    56. 3. What is “clean”? Example opportunity: What can’t you see? Educatethecommunityaboutcontaminantsinthewaterthatcan’tbeseenbythe nakedeye. Nirjaiswalkingbytheplant,carrying Theplantoperatorinviteshertocome Withmagnification,she’ssurprisedtosee waterfromthevillagepond. insideandlearnaboutherwater. thatthereareactuallycontaminantsin herwater!Shecancomparethiswiththe plantwater. 56
    57. 3. What is “clean”? Example opportunity: What can’t you see? Key features -Buildsonexistingbehaviorstoreducevisibleparticulateandturbidity -Becomesamarketingtoolforaspecifictreatmentorsource -Givesconfidenceinperceptibledifferencesbetweenwaterqualities Business model questions -Howmuchtrainingisrequiredbymicroscopeoperators,skilledlabor? -Howwilltheequipmentcostbecovered?(Thisconceptdoesnothave arevenuestream,andcouldbeconsideredamarketingeffort,socosts forthisshouldbeoffsetbyincreasedrevenuessomewhereelse.) -Cantheequipmentcostbesharedamongbusinessbranches? 57
    58. 3. What is “clean”? Example opportunity: Cleaning stations Offerdedicatedcleaningstationsatthetreatmentplant,whichallowpeopletoclean inasafeway. Beforefillingtheirpots,everybodycomes Toolsareavailable,andplantworkers Poojaiscomfortable,knowingthatthe tothecleaningstation,wheretheycan provideadviceaboutcleaningpractices. potshe’susingisassafeasthewater cleanwithchlorinatedwater. she’spayingfor. 58
    59. 3. What is “clean”? Example opportunity: Cleaning stations Key features -Raisesawarenessoftheimpactofcleaning -Canbeofferedseparatelyfromwatertreatment,orasavalue-addservice -Allowspeopletopayforaservice,ratherthanpayingforwater Business model questions -Whatiswillingnesstopay?Cantheservicebeoptional? -Whatareequipmentcosts? -Whatareconsumablescosts? -Whatarelaborcosts?(Levelandtypeofservice) -Whatbrandscanbeleveraged?(Nirmasoap,etc.) -Arerevenuesfromthecleaningstationandtheplantindependentor consolidated? 59
    60. 3. What is “clean”? Guideline for action Helppeopleevaluatewaterqualityand understandthenatureofcontamination. 60
    61. 4. Spectrum of empowerment Insight: Spectrum of empowerment Manypeoplefeelasenseofresignationabouttheirwateroptions. Particularlyamonglowercastes,peoplearenotempoweredtoinitiatechange. 61
    62. 4. Spectrum of empowerment Empowered Resigned Dependent IntheHarijan(lowestcaste) Becauseshehasaninvalidhusband, ThisoldercoupleinMadPuriaadds neighborhoodoutsideofChinthapalli shereliesonhersontoforfinancial bleachtoeverypotofdrinkingwater. Padu,thepondisovergrownwithalgae supportandalsotoprovidewaterfroma Iftheydon’t,theywillgetsick.His andcontainshumanandanimalwaste. treatmentplantinKovali.Hersonisalso asthmaiseasilytriggered,sotheyare Thepeopleworkallday,andhave theonewhokeepsherwatercontainers verysensitivetotakingcareoftheir notime,money,orsupportforwater clean. health. maintenance. “Mysontoldmetogetridoftheclay “Ifweareoutinthefieldanddon’t “Itisuptothegovernmenttosolvethis pots,soIdid.” haveaclothfilter,wewillpourthe problem.Theyaredoingabadjob. drinkingwaterthroughasari.” Thingswillneverchange.” 62
    63. 4. Spectrum of empowerment Empowerment factors Caste - Lowercastesarenot encouragedtoaspiretoupwardmobility. Gender -Women’srolesarestrictly prescribedinmanyhouseholds,and they’renotempoweredtoenactchange outsideofthehousehold.Menare Complexity of empowerment oftentheonesinchargeofhousehold purchasingdecisions. Jathi’sfamilystayshealthy andsheattributesthattoGod. “HealthisluckfromGod.” Choices - Notknowingthereisanother However,sheisactuallyoneof optionavailablelimitsimagination. themostactivepeoplewemet: shepoursdrinkingwaterthrough Education - Knowingtheconsequences aclothfiltertwiceandbleaches thecanalwaterthatistruckedin ofactionsandknowingwhat’spossible duringdroughts. allowspeopletotakechangeintotheir ownhands. 63
    64. 4. Spectrum of empowerment Community versus household empowerment Communityempowermentmaytaketheformofdigginganewwell,cleaning thelocalpond,orputtingpressureonleaderstoimplementnewinfrastructure. Manyofthepeoplewemetaremoreempoweredatthehouseholdlevel (choosingonesourceoveranother,pouringwaterthroughaclothfilter), perhapsinfluencedbythefactorsabove.Inmanycases,womenhavemuch morecontroloverwhathappensintheirhouseholdthanwhathappensatthe communitylevel.Theobservedinstancesofcommunityempowermentwere oftenmotivatedbyoutsidesources:forexample,theJalBhagirathiFoundation offersgrantstocommunitiesinJodhpurtomotivateinvestmentandattention tocareforwaterquality. Using this spectrum Oneuseofthisspectrumistounderstandtheneedtodesigndistinctofferings topeopleatdifferentlevelsofempowerment.Anotherusetothinkabouthow wemightdesignanofferingthatinvitesanindividualorcommunitytotakea steptowardsmoreempowerment. 64
    65. 4. Spectrum of empowerment Why are people resigned about water? Lack of understanding - Whenpeopledon’tunderstandtheproblemsofwater safety,theyarelessmotivatedtoworkforchange. Too many problems - ThepooranddisempoweredpeopleinIndiansociety tendtohaveadisproportionatenumberofchallengestodealwithintheirdaily lives(includingpoverty,landrights,scarcityofresources,etc.)Withsomany challenges,theproblemsrelatedtowatermaynotbethefirstpriority. Government responsibility - Manypeoplefeelthatit’sthegovernment’s responsibilitytofixtheproblemsofwateraccessandquality,nottheirown. Fatalism - Somepeoplehaveafatalisticattitudeabouttheirhealthandfutures, whichpreventsthemfromtakinginitiative.AsJathisaid,“Healthisluckfrom God.” 65
    66. 4. Spectrum of empowerment Insight Manypeoplefeelasenseofresignationabouttheirwateroptions.Particularly amonglowercastes,peoplearenotempoweredtoinitiatechange. Design challenges Designwatertoolsandservicesthatempowerpeople. -Empowerpeoplethroughaccurateinformation. -Leverageexistingmechanismsforinformationsharing(e.g.schools,religion, health.) -Designsolutionsthatareavailabletodisempoweredpeople,becauseempowered peoplewillfindtheirwaytothesolutions. 66
    67. 4. Spectrum of empowerment Example opportunity: Safe water campaign Involvelocalcommunitymembersinacampaigntospreadthemessageabout waterquality,sponsoredbylocalbusiness. Homesparticipatinginsafewater Kidsreceivebrandedsafewaterschool Communitymembersareencouraged practiceshangasignontheirhouse,to supplies,torewardlearningandto tosharetheirlearningswithothers,ina impartstatusandtoempowerthefamily encouragetheirpeers. communityforum. toshareknowledgewithneighbors. 67
    68. 4. Spectrum of empowerment Example opportunity: Safe water campaign Key features -Empowerslocalpeopletoimpacttheircommunities -Creditspeopleforpositivebehaviors -Buildsloyaltyandbrandawarenessofaparticulartreatmentorsource Business model questions -Whopaysforthiscommunityempowerment?(Business,local government,schools,donors,etc.)Cancostsbesharedamonggroups?  -Whatexistingchannelscouldbeleveragedforimplementation? (Schools,clinics,localNGOs,SHGs) -Whatbrandscanbeleveraged?(Nirmasoap,etc.) -Whatarethecostsinvolved?(Design,materials,distribution) 68
    69. 4. Spectrum of empowerment Guideline for action Createwatertoolsandservicesthat empowerpeople. 69
    70. 5. Added value for water Insight: Added value for water Payingforwaterisapoliticallychargedproposition,andpeopleexpectthatwater shouldbefree.However,manyhouseholdspayforaddedvaluesuchcoolness, clarity,convenienceandhealthsafety. 70
    71. 5. Added value for water Waterisjudgedonseveralqualities,somesubjectiveandsomeobjective. Specificsourcesortreatmentsofwateraremoresoughtafterdependingon whattypesofqualitiestheyoffer. Water Qualities In the following areas, convenient American corporations clear have been exploring the cool boundaries of water with goodtaste additives like vitamins and electrolytes. healthy highstatus nutrientfilled quenching goodsmell hydrating fresh holy familiar 71
    72. 5. Added value for water Convenient High status Themostconvenientwater Watercanbecome isavailableclosesttothe associatedwithstatuswhen pointofuse.Peoplewill itispaidfor,branded,and sacrificemanyqualitiesof usedbywealthypeople. water,togetwaterinless time,withlessdrudgery. Cool Good taste Coolnessisincredibly Tastevariesbysource valuedforwater,becauseit (waternaturallytastes makeswaterrefreshingto “sweet”or“salty”,basedon drink. itsmineralcontent).People improvetastebystoringitin aclayorcopperpot. Clear Fresh Clarityisoneoftheonly Waterisconsideredfreshat visiblesignsofclean itsnaturalsource,andwhen water,andusedasaproxy ithasbeencollectedfrom forotherindicatorsof itsnaturalsourcerecently. healthiness. Healthy Holy Healthywaterisvaluedby Waterisusedinmany peoplewhounderstand traditionalceremonies, itsbenefits,eitherthrough andisintegraltotheHindu personalexperienceor religion. throughhealtheducation. 72
    73. 5. Added value for water Why don’t people want to pay for water? Right to free water - Freewaterhaslongbeenpromisedtopoorpeopleduring politicalcampaigns,sopeoplefeelthattheyshouldn’thavetopayforwateritself. Other sources of free water - Inareaswheretherearemanyexistingsourcesof freewater(ponds,wells,governmentstandpipes,etc.),thereislittleincentiveto switchtoasystemofpayingforwater. 73
    74. 5. Added value for water Insight Payingforwaterisapoliticallychargedproposition,butmanyhouseholdspayfor addedvaluesuchcoolness,clarity,convenienceandhealthsafety. Design challenges Leverageexistingwaterpreferencestomakesafewatermoresoughtafter. -Considerbrandingtoincreasetheperceivedvalueofwater. -Associatebrandswithqualitiesbesidessafety(e.g.coolness,flavor,status.) -Stimulatevalue-addedservices. -Designtoolsandsystemsfordeliveryentrepreneurs. 74
    75. 5. Added value for water Example opportunity: Brand extensions Buildthebrandofawatertreatmentplant,bysellingbrandedwaterwhichhasbeen enhancedthroughavarietyofmethods(chilled,flavored,carbonated). Aswellaschilledwater,thereareflavored Heheadsovertotheplantandbuys Inshopsandkiosksaroundthevillage, andcarbonatedversions. enoughforhiswholefamily. brandedwaterfromtheplantissoldasa premiumwater—PaniPlus. 75
    76. 5. Added value for water Example opportunity: Brand extensions Key features -Extendsthebrandofthetreatmentfacility -Elevatesthestatusoftreatedwater -Attractscustomerswhoarenotprimarilyhealthfocused Business model questions -Whatisthedemandforpackagedchilledwater,invillageareasaround waterplants? -Isthereoverlapbetweencustomersofpackagedwaterandofbulk water?Wouldconsumersofbulkwaterbeinspiredbytrendsinpackaged water? -Whowouldmanageproductionofthebottledwater? -Ifpackagedwaterisnotbottledlocally,howdoesthecompanymanage differentwatersourcesunderthesamebrand,withoutriskingcustomer backlash? 76
    77. 5. Added value for water Example opportunity: Water delivery Createasystemtosupportthedeliveryentrepreneur,throughconnectiontoalarger infrastructure. Sunil,thevillagedeliveryman,fillswater Hecyclesthroughthevillage,delivering Thesystemcanbeexpanded,withlarger- jugsathisfillingpoint. toallhiscustomersandmeetingothers scaledeliverysupplyingwatertomany alongtheway. entrepreneurslikeSunil. 77
    78. 5. Added value for water Example opportunity: Water delivery Key features -Increasesvalueofwaterthroughabrandeddeliveryexperience -Createsjobandcareerpathsthroughconnectiontoalargerinfrastructure -Businesseasesstartupeffortandcostsforindividualentrepreneurs Business model questions -Whatdeliveryrevenueispossible?Canthiscovervehicleamortization, laborcosts,andpotentialfuelcosts? -Whatarethequalitycontrolissuesassociatedwithdelivery? -Whatareotherpotentialsourcesofincomeforthedeliveryvehicle? (Advertising,goingfullbothways) -Howcanthereachofdeliverybeexpanded?(Forexample,withmultiple distributionpointsandsomelocalcollection,oradeliverysupplychainwith differenttypesofvehicles) 78
    79. 5. Added value for water Example opportunity: Large scale storage Createaservice,toprovideandmaintainlarge-scalehouseholdwatertanks. Kamal’sfamilyordersanewwaterstorage Aspartoftheserviceplan,theTank-U Andonceamonth,aTank-Uservice tankfortheirhome.They’repleasedwith truckcomeseveryweektorefillthetank personcleansgivesthetankathorough the“Tank-U”installationservice. withsafewater. cleaning. 79
    80. 5. Added value for water Example opportunity: Large scale storage Key features -Ensurescleanandsafestorage -Providesamenuofdeliveryoptions,tobuildcustomerloyalty -Createsasysteminwhichasinglesourcecantakeresponsibilityfor watersafety. Business model questions -Canthebusinessmodelofferflexibilityinwhichoftheservices customerschoosetoparticipatein?(Tankinstallation,tankcleaning,water delivery) -Couldtankcleaningbeanadd-onserviceforprovidersofwaterdelivery, housebuilders,othercleaningservices,pesticideproviders? -Whatarethecostsinvolvedinaservicetobuildingorinstallstorage tanks?(Labor,materials) -Thiscouldbeaveryfragmentedmarket.Whatarethebenefitsof centralizedsupportforhouseholdstoragecleaning?(Buyingconsumables inbulk,buyingcleaningequipmentinbulk,sharedmarketing,quality control) -Cantheunitcostofstoragetanksbefinanced?Wherewouldthis financingcomefrom? -Whatarethecostsofacleaninganddeliveryservice? -Whattrainingandsupportwillserviceprovidersneed? 80
    81. 5. Added value for water Guideline for action Leverageexistingwaterpreferencesto makesafewatermoresoughtafter. 81
    82. Analysis of opportunities
    83. Prioritizing opportunities Ofalltheconceptsandopportunitieswehavethoughtabout,wehavechosenonlyasubsetto includeinthisreport. We’veprioritizedtheopportunitieswhichare: -Areasinwhichanewproductorservicecanmakeanimpact -Newideas,ornewapproachestoexistingofferings -Economicallysustainablesolutions -Solutionswhichareappropriatetoourtargetmarket(low-income,rural,waterfromtreated communitysupply) 83
    84. Revisiting the opportunity map Webrainstormedhundredsofopportunityareas,anddistilledthemostpromisinginto8scenarios, illustratedinthepreviouspages.Whenwemapthesescenariosagainsttheoverallopportunity map,weseethatsomeoftheinsightareasareespeciallyrichforinnovation. Insight Hierarchyofuse DesignChallenge OpportunityArea Addedvalueforwater Qualityandconvenience trade-off Spectrumofempowerment Whatis“clean”? 84
    85. Existing innovations Inourresearch,wesawseveralinnovationswhichanswerthedesignchallengesbrilliantly. Inthesecases,thebigopportunityisforbuildingbusinesseswhichcouldspreadthesolutions. Delivery service financing Pot-in-pot cooler (WaterHealth International) (M. Abba, Nigeria) WaterHealthfinancesa Achamberiscooledthrough deliveryentrepreneurby claypotevaporativecooling. providingacycle-rickshaw, Bythesameprinciple,plastic whichtheentrepreneurcan watervesselscouldbe payoffovertime. placedinapottocool. Mesh top Vehicle rental Ascreenpreventspeople (Molar Bund, Delhi) fromdippinghandsintothe AserviceinDelhirents watersupply.Thescreen rickshaws,forRs.10per canberemoved,forcleaning. hour. Ladle in lid Improved clay pot (Traditional) (CDC Safe water system) Aladlebuiltintothelid Thetraditionalclaypot allowspeopletoservewater, ismodifiedtoprevent withoutdippinghandsinthe contamination:ithasa pot. narrow-mouthopening,anda stainlesssteeltapdispenser. 85
    86. Narrowing the scope Ourresearchhasexposedthegreatvarietyofpeoplewhowouldbenefitfrominnovations insafewatertransportandstorage.Whilewehopethatourinnovationswillbe appropriateforbroadgroupofusers,werecommendnarrowingthescopeinthefollowing ways. Factor Recommendation Comments Sourcequality Watercomesfroman Acknowledgethat“improved”watersourcesarenot “improved”source. always100%.Takewaterqualityoutcomesintoaccount. Waterdistance Waterisavailable Therearedistinctsetsofneedsforpeoplecollecting outsidethehome. within1km,andgreaterthan1km. Age Adult Acknowledgethedifferentrolesthathouseholdmembers playinrelationtocollectingandstoringwater. Gender Bothwomenandmen Acknowledgethedifferentrolesthatmenandwomen have,relatedtowater. Caste Allcastes Beawareofthechallengesspecifictopeopleoflow castes. Incomelevel Earning$1-4perday Ourfocusisthepoor,whocanparticipatein entrepreneurialsolutions.Somesubsidiesarepossible. Ruralorurban Rural Whilewehopeourdesignswillbenefitbothruraland urbanpopulations,ourdesignfocusisonruralbecause that’swheremostofourtargetmarketlives. Educationlevel Low Theleasteducatedaremostlikelytobeaffectedbyour work. Region India Wehopetoexpandthegeographicalscopeofourwork inthefuture,butourcurrentknowledgeisbasedinIndia. 86
    87. Opportunities which we did not pursue Thereareseveralopportunitieswhichwehavechosennottopursue. One-size-fits-all vessel Opportunity: A“one-size-fits-all”vessel,suitedforbothtransportandstorage,wouldreducethe    needtotransferwater. Reason:  Peoplehaveverystrongopinionsaboutvesselmaterialandshape,tiedtouseand    togenerallocalpreferences.Ratherthancreatingaone-size-fits-allvessel,we’ve    focusedonvesselcleaning. Built-in water storage Opportunity: Wehaveseveralinterestingconceptsofwaterstoragevesselsashousehold    constructionelements. Reason:  Built-inwaterstorageismostappropriateforurbanslums,wherespaceistheprimary    constraint,peoplearerelativelylesspricesensitive,andinnovativepracticesata    householdlevelaremoreprevalent.Urbanareasarenotthemainfocusofourwork. Household treatment Opportunity: Thedesignchallenge,“Howmightweimprovethequalityofwateratconvenient    sources?”yieldsmanyrichopportunitiesforhouseholdtreatment. Reason:  Whilethesesolutionsarecompelling,they’rebeyondthescopethatwehave    definedforthisproject. 87
    88. Business analysis Whileeachdesignopportunityimpliesuniquebusinessissues,therearegeneralissuesthatshouldbeconsidered fordeployinganyoftheopportunitiesidentified. Start-up costs –Significantcapitalcoststostartabusinesscouldbeabarriertoentryforlocal entrepreneurswholackaccesstocapitalorfinancing.  Working capital –Ifthecostoftheproductwillresultinaneedforsignificantworkingcapitalforthe entrepreneurthiscouldagainposeachallengeforstartingupanewenterprise. Operating costs –Costsassociatedwithlabor,consumablesandmaintenanceneedtobeoffsetby revenuesandshouldbekeptlow. Supply chain –Theavailabilityofinputsthroughexistingsupplychainsshouldbeconsidered,aswell asthepotentialneedforcomplimentarysupplychainstobedeveloped.Forexample,ifaninputsuch aschlorineisneeded,thereshouldbechlorinereadilyavailableinthemarket.Ifnot,asupplychainfor chlorinewouldbeneededoranalternativesuchaslocalproduction. 88
    89. Business analysis Marketing Costs – Anewideaorinnovativetechnologymayhaveahigherperceivedvalue,butalso requiremoremarketing,whichcanbecostly,whileamoretraditionalapproachmaybelesscompelling, butrequirelittlepromotion.Thetrade-offsbetweencostandmarketingneedtobewellunderstood, perhapsthroughmarkettesting. Marketing – Messagingwillneedtocommunicatelifestylebenefitsaswellashealthbenefits,tapping intopeople’saspirationsandlifegoalsbeyondpersonalhealth. Positioning – Conceptswillneedtodemonstrateaclear‘reasontobelieve’,demonstratingvisualor otherfeedbackinordertoensurerepeatuseafterinitialtrial.New-to-marketproductsandservices willincreasepenetrationthroughwordofmouth,whichmakesitessentialthatentrepreneurssupplya simpleandcompellingproductbenefitstorythatcanbepassedfrompersontoperson. Demand – Consumerdesireforgoodsandservicesmustexist,andpeoplemustbewillingtopayfor them.Forexample,people’sassumptionthatcleanwatershouldbeprovidedbythegovernmentand accesstoitshouldbefreecouldbeabarriertopenetrationthatshouldbeevaluatedwithtestmarkets amongtargetconsumers. Market size – Theexistingmarketsizeneedstobeunderstoodbasedonpeople’spresentabilityto pay,butthismarketcouldbeexpandedthroughdemandcreation. Pricing and willingness to pay – Potentialconsumersshouldhavethewillingnessandabilitytopayfor aproductorserviceconcept.Willingnesstopaycouldbetestedatdifferentpricinglevels,andcreative pricingmodels,suchaspaymentincreditorcross-subsidiescouldbedeployedtoaddressinabilityto paybylow-incomeconsumers. 89
    90. Design principles BasedonourresearchinIndiaandourpreviousexperiencewithdesigninthisspace,wehavecollected thefollowingsetofdesignprinciples.Theseprinciplesareintendedtoinspireandguidedesign,with theunderstandingthataninnovationisunlikelytomeetalloftheseideals. Design for the Base of the Pyramid should be… Affordable-abletobepurchasedbypeopleearninglessthan$4/day Humanity-centered-designedwithanunderstandingoftheneedsandaspirationsofthe individualaswellasthecommunity Scalable-abletospreadwidelytoreachmorepeople Modular-abletobepurchasedinincrements Systems-based-coveringthetruecostsofthesystem,includingsupplychain,education, andrepairservices Useful-abletoprovidedemonstrablevaluetotheenduser Locally serviceable-replacementpartsandserviceavailableforlocalrepair Economically sustainable-usingcontext-specificbusinessmodelswhichharnessmarket forces Environmentally sustainable-accountingfortheenvironmentalimpactsofmaterials, processes,andbehaviors 90
    91. Design principles Innovations for India should be... Equitable-designedwithasensitivitytothecastesystem Compatible with religious beliefs -integratingculturalbeliefs,suchasbeliefthathealthis thedomainofahigherpower Empowering -designedtomotivatepeoplewhomightotherwisebelimitedbywhatis providedforthem Household products for the Base of the Pyramid should be… Made with culturally appropriate materials-integratingtraditionandpreferencesfor materialsthatfitinthehome Accessible-availablethroughlocalavailabledistributionchannels Low operating cost-abletofunctionwithoutsignificantinputssuchasenergyand replaceableparts 91
    92. Design principles Household water storage and transport products in the Base of the Pyramid should be… Designed for aesthetics of water-abletomaintainorenhancetheaestheticsofwater, suchastaste,smell,appearance Safe-resistanttobacteriologicalcontamination Clean-designedwithaccessforcleaning,andmaterialswhichenablecleaning Fresh-designedtoencourageshort-termstorageofwater Ergonomic-designedwithappropriatelysizeandshapeforwomentocarry Able to be transported-designedwithfeaturesfortransportbyfoot,bycart,bybicycle,by motorbike 92
    93. Design principles Behavior change cycle believe reinforce frame act know prompt IDEO’sbehaviorchangecycleisanevaluativetool,forinnovationswhichincludebehaviorchangeasa component.Behaviorchangemaybesuccessfulifincludesthefollowingsixelements. Believe-Peopleneedtobelievethattheinnovationwillmatter. Frame-Theyneedtobuildamentalmodelofhowtheinnovationwillwork. Know-Theyneedtoknowtherulesofhowtousetheinnovation. Prompt-Knowingwhattodoisoftennotenough.Peopleneedcuesandreminderstopromptaction. Act-Actionrequiresresources:physical,cognitive,emotional,social,andfinancial. Reinforce-Feedbackreinforcesbelieftostrengthenanddrivebehaviorchange. 93
    94. Next steps
    95. Where are we now? Fieldresearch-InPhase1,wehaveimmersedourselvesintheneedsandchallengesofsafewater transportandstorageinIndia,learningfromexpertsinthesectorandthepeoplewhoknowthese challengesbest,facingthemdailyinIndia. Synthesis-Wesynthesizedourlearnings,pickingoutthehighestlevelinsights,anddevelopedaset ofdesignchallengestoguideourdesignmovingforward. 95
    96. Next steps Phase1 Phase2 Phase3 Phase1 Phase2 Createconcepts Developfinalproducts Maptheopportunity andselectdirections andsolutions space ·refinedconcepts ·implementable ·fieldresearch ·prototypes solutions,products ·synthesis ·fieldfeedback and/orservices ·initialconcepts Thenextstepsfortheprojectaretoselectanopportunityspaceforfurtherexploration,andtodevelop asystemofsolutionsforadditionalfieldfeedback. InPhase2,thepartnershipsweformwillbecriticallyimportanttothesuccessoftheproject,justas theyhavebeeninPhase1. 96
    97. Appendix: Themes of exploration
    98. Collection Collection key points Peoplechoosetheirwatersourcedbasedonseveralfactors,themostimportant ofwhicharequalityandconvenience. Peopleoftenuseseveraldifferentsources,dependingontheenduseofthe water(e.g.drinking,cooking,washing.) Womenareprimarilyresponsibleforwatercollection,butmenareinvolvedwhen thedistancerequirestransportationorifmoneyisinvolved. Formanyhouseholds,collectionisnotasarduousaswehadexpected.If communitysourcesarenotashortwalkaway,peopleoftenpayfordelivery. 98
    99. Collection Summary of Andhra Pradesh Waterwasmuchrelativelyaccessible,withmostpeoplehavingaccesstopipedwaterintheirhomes,and drinkingwaterwithinafewstepsfromtheirhome.Womenareprimarilyresponsibleforwaterinthehome,but insituationswherewaterisfurtherfromthehomemenareresponsiblefortransport.Thecollectionprocess wasnotconvenientandofteninvolvedwaitinginlineorwaitingforthewatertoturnon,butitwasnotseenasa particularhardship.Theonevillagewefoundthattraveled2kmtotheirdrinkingwellwasananomaly;wehadto beveryintentionalinoursearchtofindtheseconditions. Summary of Jodhpur region Jodhpurhaswatershortageseveryyear.Localpondsdryupandpeoplehavetotravellongdistancesforwater. Mostvillageshavedevelopedwork-aroundsfortheseconditionsthatincludedeliveryofwaterbytruckortractor, tofilleitheracommunitytankorahouseholdstoragetank.Thedeliverybringslargevolumesofwater(4000 liters)whichmakescarryingonepotatatimeoverlongdistancesseeminsufficient;mostofthesecommunities payfordeliverytrucksregularlyratherthanwalktoadistantsource.Insituationswherethepondisclose,women areprimarilyresponsibleforretrievingwaterfromthepondorstoragetank.Inseveredrought,thegovernment providestrucksofwaterforfree. Summary of slums Mostslumdwellerslivewithinafewstepsofamunicipalwatersource.Thewatercomesonatscheduled intervals,twoorthreetimeseachday.Oftenwholefamiliesareinvolvedinthecollectionprocesswiththemother ofthehouseholdmanagingtheeffort.Wateriscollectedinmultiplevesselsofanykindandbroughthometofill largervesselsforstorage. Summary of Aurangabad region Mostfarmershaveopenwellsontheirproperties.Forthefamiliesthatliveonthefarm,womencollectwaterfrom thewellinmetalpots,orinrarecasespeoplepumpdirectlyfromthewelltothehouseholds.Forfamiliesthatlive invillages,womencollectwaterfromavarietyofcommunitysources,alsocarryingthewaterinmetalpots. 99
    100. Collection Slum community tap Rajeev Ghandi Nagar, Hyderabad RajeevGandhiNagarisasmallslumof50families inthemiddleofthelargecityofHyderabad.The familywespokewithcollectswatereveryotherday, enoughforthe14peopleinhousehold.Theywalkto themunicipalwatertap,approximately20feetfrom thehome.Themotherfillsthepotsatthetap;the wholefamilyhelpscarrypotsbacktohouse.Drinking waterisstoredinmetalpotsandplasticbottles,and washingwaterisstoredinlargedrum(100Lorlarger) outsideofthedoorway. Waterisavailablefromtapafewhourseveryday.On dayswhenthetapisn’tworkingthecommunitycan orderatrucktocomefillaSintextankforfree.Some neighborshavewaterpipedtohouseforRs.100/ month($2.50)+Rs.1000($25)installationfee. 100
    101. Collection Piped nonpotable water Ahdhra Pradesh AlmostallthevillagesinAndhraPradeshhave pipedwaterdirectlytotheirhouseholds.Generally speaking,thewaterissurfacewaterwhichhasbeen treatedwithasandfilter,andpumpedtoanoverhead tanktocreatewaterpressure.Thecommunities recognizethatthiswaterisveryunsafe.Theyusethis waterforwashing,butuseothersourcesfordrinking. WaterHealth International (WHI) treatment plants Andhra Pradesh WHIcustomersbringtheiremptyjugs(purchased fromWHI)andpay1Rupeefor12L.and1.5Rupee for20L.Womendon’tridebikesormotorbikessoit fallstothementocollectthedrinkingwater(either fromthepondinthenextvillageortheWHIplant). Thelargervesselsaretooheavyforwomentocarry, soitmostlymenwhocometoWHIplant.The majorityofhouseholdstakeone20Ljugeachday. Thefamilywespokewithacrossthestreetfromthe planttakestwo12Ljugssothatthechildrencan carryit.Theyputthejugsintotheirfridge.Orwhen thefridgeisbroken,transferthewaterintoclaypots forcooling. 101
    102. Collection Village well Chinthapalli Padu, Andhra Pradesh InChinthapalliPadu,manyfamiliescollectdrinking wateratthevillagewell.LikemostvillagesinAndhra Pradesh,thisvillagehaspipedwaterwhichtheyuse forwashing. Womencommonlycarrythewater.Eachperson bringsherownropeandpot.Mostpeoplefillonepot andcarryithome.Afewyoungmenfillmultiplepots anduseabicycleorstickovertheirshoulderstocarry multiplepotsatonce. Distant well Chinna Gunnur, Andhra Pradesh Thiscommunityuseslocalpondwaterforwashing butthewateristoosalinefordrinking.Thenearest drinkingwaterisatthenextvillage’swell,2kmaway. Themeninthehouseholdgobybicycleormotorbike totransportdrinkingwater. Forwashing,somepeoplefetchwaterfromthepond inpots,andothersbringtheirwashingtothepond. Severalhouseholdsuseanelectricpumptobring waterfromthepondthroughalonghosetotheir home. 102
    103. Collection Low-caste pond Chinthapalli Padu, Andhra Pradesh OutsidethevillageisaHarijan(lowestcaste) community,withaseparatepond.Incontrastto themainvillagepond,theHarijanpondispoorly maintained:there’slotsofalgae,animalsdrinking directlyfromthepond,andwomenwashinginthe pond. Rural community tap Denduluru, Andhra Pradesh 12familiesshareaccesstoonestandpipe.Thewater comesontwiceadayandthewomenlineupin anticipation.Theyfillseveralpotsatatimeandcarry themhomeontheirshoulders—oneatatime,about 200feet.Ittakesaboutanhourtocollectwater. Thiswaterisfree,andwealthiercommunitymembers havetheoptiontopayforthesamewatertobepiped directlyontotheirproperty(butnotintothehouse). TheprivateconnectioncostsRs.3150($80)+Rs. 300/year($8). 103
    104. Collection Slum community tap Molar Bund, Delhi MolarBundisaslumof40,000people,inthe outskirtsofDelhi. Waterisavailableatmunicipaltaps3timeseach day.Thewaterpressureisverylow,solinesformas peoplewaittotheirbuckets.Itcantakeuptofive minutestofilla12literpot. Almosteveryhomehasatapwithin100feet,and peopleonlyusetheonenearesttheirhome. Somefamiliesbringalltheirpotsandbucketsat once,whilesomefamiliesuseonepottocarryback andforthtotheirhouseseveraltrips.Onegirlwe spokewithfills20-25containerseachday—allback andforthwithonebucket.Thewateriscarriedhome andthenpouredintoalargerstoragecontaineror smallplasticbottlesthatarekeptinafridge. Theftisaproblemforthemunicipaltaps,aspartsof thetapsareoftenstolen. 104
    105. Collection Water harvesting tank Sindhiyonki Dhani, Rajasthan Thiscommunityofsixfamilieshasrecentlyinvested inanimprovedwater-harvestingtank.Thetank isfencedin,sothatthewatercatchmentareawill remainclean.Outsidethewatercatchmentarea,a handpumpisusedtoretrievewateroutofthetank. Inordertostarttheflowofthepump,onemustpour waterintoit. Thetankisabout100feetawayfromthehomes. Womenfromthecommunitycollectabout20potsof waterperdayusing,onepotthattheytakebackand forth. Animalsuseadifferentsourceofwater;theyare walkedtothepond4kmaway,twiceeachday.(The communityusedtogettheirdrinkingwaterfromthis pondbeforetheyhadbuiltthisnewtank.) Therainwateronlykeepsthetankfullfor6months. Therestoftheyearthecommunitypaysfortrucked watertofillthetank.600Rsper4000Ltruckload ($15).Eachtruckloadlast2weeks. 105
    106. Collection Household water tank Vishnu Nagar, Rajasthan Inthisvillageeveryhousehold,eventhepoorest,has aprivatewatertank.Thefamilieshavetheirtanks filledbytractortankers. Formostoftheyear,thetankersdeliverwaterfrom thevillagepond,2kmaway.TheypayRs.150($4) fora4000litertankertobedelivered.Onefamilywe spokewithneedsfiverefillseachmonth. Whentheponddriesup,theypayRs.400fortanker tobedeliverfromapond17kmaway.(Rs.65goesto thegovernmentandRs.335goestotransportingthe water). Thesefamiliesarepayingforthiswatertobedelivered foralluses—eventheirlivestock. Onemanwespokewithwishestherewerepiped watertothevillage,saying“Comingtothevillageis asgoodascomingtomyhouse.”(Hiswifecouldgo collectit.) 106
    107. Collection Water harvesting pond Naya Dundarpur, Rajasthan Thefamiliesinthiscommunitygettheirwaterfroma waterharvestingpondthatisabout10minutesaway. Womencollect10-20potsperday,oneattime, carriedhomeontheirheads.Theyhaveaspecial cloththatiswoundinacircletopropthepotontheir heads.Themenhelpbycarryinglargeplasticjerry cans(thatusedtoholdacid)ontheirbikes. Thefamiliesallhavehouseholdtanks,butonlyuse themasreservestorage.Whentheponddriesup (2months/yr)theygetwatertruckedinfromthe government.Thesamewaterisusedforeverything, evencattle. Thecommunityalsohasamunicipaltapwhichis closerthanthepond,butitisinfrequentlysupplied. 107
    108. Collection Slum community tap Mumbai IntheMumbaislums,mosthouseholdscollectwater atacommunitysourcewhichisavailable2-3hours eachday,onafixedschedule.Thereareusuallylong linesatthesource,andwholefamiliesgotogetherto carrythecansback.Intheselines,peoplemarktheir potstoidentifyownershipandtheirplaceinline. Inonecommunity,aprivateorganizationhasa communitytapwithmunicipalwater,andtheyprovide maintenanceandservicetokeeptheareaclean. Thereisafeeof70Rupees/monthwhichentitlesa memberto6pots/day. Householdsarelarge,andpeoplestoreahigh amountofwatereachday.Onehouseholdwespoke withfills23potseachday. Inthemoreestablishedhouseholds,whichwesawin themassiveDharavislum,peoplehaveunofficiallinks topipedwater. 108
    109. Collection Private surface wells Aurangabad Mostfarmershaveawellorpondontheirproperty, whichtheyuseforbothagricultureanddrinkingwater. Thereistypicallyonewatersourceperfarm.Asfarms getpasseddowntothenextgeneration,several brothersmaybesharingaonewelluntiltheydiga newone. Ingeneral,investmentinhouseholdimprovementsis lowerprioritythanagriculture.Waterisoftenpiped fromthewelltothefieldsusinganelectricpump, butlessoftenpipedtothehouseholds,assuming thatthewomencancarrythewater.Wedidmeet somefamilieswhomoveaflexiblehosefromthefield totheirhouseinordertopumpwaterintostorage containers. Peoplearecarryingpots,butnotveryfar.Weheard thatwomencarrymorepotsthanmenbecause“they havebetterbalance.” Community tap Aurangabad Familiesthatliveinavillagegetdrinkingwaterfroma wellorgovernmentstandpipe,whichisalwaysclose bybecausevillagesaresmall. 109
    110. Treatment Treatment key points Thereisapervasivelackofsensitivityaboutwatercleanliness.Ifitlookscleanit ispresumedclean,andtherearenoreliableindicatorsofcleanliness. Thereareavarietyofattitudesaboutwhatisconsideredaqualitywatersource, andavarietyoftreatmentpractices,evenwithincommunities. Treatmentisprimarilymotivatedbyaesthetics(e.g.taste,temperature,clarity), ratherthanhealth. Thewidespreaduseoftheclaypotcanbeinterpretedasatypeoftreatment. Inadditiontotheimportantcoolingqualitiesitisalsoperceivedtohavea purificationfunction. Therearemanysubtleformsoftreatment,suchasstoringdrinkingwaterina highplaceoffofthegroundandkeepingtheareaaroundvesselsclean. 110
    111. Treatment Summary of Andhra Pradesh WedidnotseeanyindividualhouseholdtreatmentofwaterinAndhraPradesh,otherthanoccasionallypouring waterthroughaclothasafiltertoremovevisibleparticulate.Theubiquitousclaypotcanbeconsideredaformof treatmentinthatpeopleuseitasacoolingmechanismandbelievethatishaspurificationproperties. Summary of Jodhpur region Waterinthisregionisverysalineandturbidandtheseaestheticfactorsmotivateregulartreatment.Thereis widespreaduseofbleachingpowderandalum,butlittleconsensusonbestpractices.Somefamiliesbleach theirhouseholdtanksateachfilling;somedoitonlyseasonally;somehouseholdsbleacheachpotofdrinking waterindividually.Thegovernmentprovidesthebleachingpowderfree,andalumisavailableinexpensivelyinthe marketplace.Filteringthroughaclothisverycommon.Amoresubtlehouseholdtreatmentiskeepingwaterpots elevatedabovetheground,abovethereachofchildren.Somecommunitiesseesmalllarvaeswimmingintheir waterwhichisastrongmotivatorfortreatment. Summary of Slums Themunicipalwaterinslumsisthesameasthatprovidedtowealthierinhabitantsofthecity.Theslumdwellers takegreatprideinthatandviewthewaterasbeingterrific.Theyhavealotofconfidencethatthegovernmentis providedwaterthatistreatedproperlyandthereisnoneedforthemtoperformanyhouseholdtreatment. Summary of Aurangabad region Bleachuseiswidespread.Invillages,thegovernmentbleachesthepublicwellsoncepermonth.The governmentalsoteststhepublicandprivatewellseachmonth. 111
    112. Treatment Trust in the government Hyderabad slums Householdsdonottreatthewater.Theyhavea strongconvictionthatthewaterprovidedbythe municipalityistotallysafeandclean.Thecommunity doeshaveanaversiontowaterthathasbeenstored inthelargeplasticSintextanknearby.Theythink thetankisdirtybecauseofbirdsanddust,and infrequentcleaning.Theywouldrathergetwaterfrom acommunityfurtherawaythandrinkfromthistank. Choosing treated source Water Health International, Andhra Pradesh Pipedwaterisnotconsidereddrinkable,andit’sused onlyforwashing.Drinkingwaterfromthewellinthe nextvillageortheWHIplantisconsideredalready cleanenough(soit’snottreated).Oftenitispoured intoaclaypotforcooling.Thereareconcernsabout jointpain(duetoTDS—totallydissolvedsolids),and sicknessinthemonsoonseason.Theseconcerns leadmanyfamiliestochoosetheWHIoptionfor healthierwater. 112
    113. Treatment Seasonal Treatment Denduluru, Andhra Pradesh Thepublicwaterisconsideredsafe,althoughitis surfacewaterwithminimaltreatment.Thefamilywe spokewithsaysthattheyaremorelikelytoboilthe waterduringtherainyseason.Afterlettingitcool, theypouritintoplasticbottles. Focus on Turbidity Chinthapalli Padu, Andhra Pradesh Thewellwaterhasasometurbidity,somanypeople filterthewaterbypouringitthroughafabric.This isprimarilydoneforaestheticreasonsasopposed tohealth.Thewellwaterisknowntohavealotof mineralsinit(e.g.fluoride)butpeoplefeelthatthey areusedtoitsoitdoesn’tbotherthem. 113
    114. Treatment Choosing an untreated source Delhi Slum Wedidnotseeanywatertreatmentintheslum.One familytoldustheydidn’tknowhowtocleanwater. Anotherfamilytoldustheytreatedtheirwaterwith chlorineaboutonceamonth(whentheyreceivedfree tabletsfromthehealthclinic).Theysaidtheywould usechlorinedailyiftheyreceiveditdaily.Purified waterisofferedbytheschoolandthehospital:1 Rupee(2.5cents)for20liters,bringyourownbucket. Thepeoplewespokewithdonotusethesepaid sourcesbecausetheyaremuchfurtherawayfrom theirhomethanthemunicipaltap. Community responsibility Sindhiyonki Dhani, Rajasthan Inthiscommunitywedidnotseehousehold treatment,butthecommunitydoestakeresponsibility tocleanthetankeveryyearandprotectthetank areawithbarbedwiretokeepanimalsaway.The communitybuiltthistankinpartnershipwiththeJal Bhagirathifoundation,whichprovidedknowledge aroundsafewatercollectionpractices. 114
    115. Treatment Bleaching Powder Vishnu Nagar, Rajasthan Inthisvillage,mostpeoplewespoketoaddbleach totheirtankswitheachfilling.Somefamiliesbleach oncetheirtankisfilledup,andsomeaddbleach whenitisempty.Bleachpowderisprovidedforfree bythegovernment.Alumisusedtoreduceturbidity duringtherainyseason.ItcostsRs.6(8cents)for 100grams,andafamilywespokewithuses2grams pertank. Thereisaninterestingdivisionoflabor:womencollect thewaterfromthetank,mencleanthetankonce/ yearandtheteenagesonistheoneresponsiblefor addingthebleachandalum. Onereasonthiscommunityismoreaggressivethan mostwithitspurificationisthattheycanseesmall larvaeinthewaterwhentheydon’ttakeaction. Individual treatment at source Sindhiyonki Beri, Rajasthan Womenatthewellpourwaterthroughaclothinto theirpots.Thisistheonlyinstancewesawof treatmentbyindividualsatthesource. 115
    116. Treatment Complexity of choices Naya Dundarpur, Rajasthan Onefamilywespokewithonlyuseswatercollected freshthatday.Theyuseaclothfiltertwicebefore drinking.Thecommunitypoursbleachintothepond duringtherainyseason:2kgofbleachatthefirstrain. Whenthepondisemptythegovernmentbringsthem canalwaterthattheyhavetobleach.Anotherfamily thesamecommunitydoesn’tlikethesmellofbleach sodoesnotuseitmuch,eventhoughthegovernment providesitfree.Instead,theykeepthewaterinthein thesunasatreatment,andthenletitcoolovernight anddrinkitthenextday. Health Conscious Mad Puria, Rajasthan Wemetonefamilythatisextraattentivetowater treatment,becausetheyareolderandproneto sickness.Theyaddonespoonfulofbleaching powdertoeverypotofwatertheydrink.Thepowder isfreefromthegovernmentandisusedtosettle thedustandkillthegerms.Theyfeelthatifthey don’tusethebleachtheywillgetsick.Theyareso committedtopuritythatiftheyarenothometofilter thewaterthroughfabrictheywilldrinkwaterthrough theirclothesasafilter. 116
    117. Treatment Clay pots All India Claypotswereubiquitousineverycommunitywe visited.Inadditiontotheimportantcoolingqualitiesit isalsoperceivedtohaveapurificationfunction.Both poorandwealthypeopleusethesesameclaypots. Bleach in Ponds Aurangabad Bleachuseiswidespread.Invillages,thegovernment bleachesthepublicwellsoncepermonth.The governmentalsoteststhepublicandprivatewells eachmonth. Onthefarms,bleachisalsowidespread,although onefarmerwemetdidnotneedtobleachbecause therearefishinthewaterwhichkeepitclean. 117
    118. Water qualities Water qualities key points Payingforwaterisapoliticallychargedproposition:freewaterhaslongbeen promisedtopoorpeopleduringpoliticalcampaigns,sopeoplefeelthatthey shouldn’thavetopayforwateritself.However,manyhouseholdspayforadded qualities. Waterisjudgedonseveralqualities,somesubjectiveandsomeobjective. Specificsourcesortreatmentsofwateraremoresoughtafterdependingon whattypesofqualitiestheyoffer. Water Qualities convenient clear most important cool goodtaste healthy highstatus goodsmell fresh holy 118
    119. Water qualities Convenient EventheNaandi InJodhpur,peoplepay SusheelapaysRs300/ promoter,whosejob Rs150($4)for4000L year($8)forapersonal istoeducatepeople tobedeliveredtotheir taponherproperty abouthealthbenefits, homes,becausethey ratherthanstandin usespondwater havenoalternatewater linewiththerestofthe becausethetreatment sources. communityatthetap plantistoofarfromher 4feetawayfromher home. home. 119
    120. Water qualities Cool Claypotsareseenin Thisshopsellschilled Plasticcontainersare almosteveryhousehold waterforRs.2(5cents) dislikedbecausethey duetocooling whenthesamewater heatupthecontents. properties.Theycost couldbeboughtnext aroundRs.40($1)and doorformuchless needtobereplaced unchilled. everyyeartomaintain coolingproperties. Clear Madhavpourswater Seeinglarvaeinthe InJodhpur,people throughaclothfilterto waterismotivatorto buyalumtoreduce takeoutparticles. addbleachingpowder. turbidityRs6/year(15 cents). 120
    121. Water qualities Healthy Divya’sbabyhasan Swathi’sfamilypaysfor Theschoolteacher’s allergicreactionto drinkingwaterfromthe familywilldrive10km bathinginthepond localtreatmentplant, tobuywaterfromthe watersoherfamilygets Rs2/day(5cents), treatmentplantwhen waterfromthewell becausetheyhave thecloserplantis 2kmaway. beeneducatedabout closed,becausethey thehealthbenefits. valuehealthsomuch. High status Awealthyrelativehas Placingthe Urbanslumshave sponsoredawater WaterHealthcontainer pridethattheirwater treatmentplantinthis nexttothetelevision isthesameasthat village,givingthisman demonstratesits usedbythewealthy alotofinfluence. displaypower. neighbors. 121
    122. Water qualities Good taste Thereverseosmosis Lemonisaddedto Everyoneagreedthat plantchargesRs. watersothesoda claypotsaddavery 0.15($0.003)perliter. sellercanraisehis desirableflavortothe Peoplearepayingnot pricefromRs.0.5 drinkingwater. forhealthbutfortaste: toRs.1($0.02)per thelocalwaterisvery serving. salty. Smell Plasticmakesthewater Concernsabout chlorinebleachwere smellbad. oftenaboutthe associatedsmell. 122
    123. Water qualities Fresh Watersourcescan Jathiusesfreshly beviewedasfresher collecteddrinking thanothers.Storage watereveryday.She tanksandtrucksare wouldn’tdrinkwater notconsideredtobe fromyesterday. fresh,becausethey’re moreremovedfromthe naturalsource. Holy Formany,wateris Thegroundis Waterisusedinmany seenascomingfroma consideredtobe traditionalceremonies, higherpower. physicallyand andisintegraltothe spirituallyimpure,so Hindureligion. waterisoftenraised. 123
    124. Vessels Vessels key points Whilethematerialandshapeofvesselsvariesregionally,thebehavior surroundingvesselsisquitesimilarthroughouttheregionswevisited.  Waterishandledwithaclearhierarchyofuse—differentvesselsareusedto transportandstorewaterfordifferentuses. Thehierarchyofuseallowspeopletopayspecialattentiontokeepingtheir drinkingwaterclean. Claypotsareubiquitousineveryregionandvaluedfortheiruniqueabilitytocool andpurifywater. 124
    125. Vessels Summary of vessel use Ingeneral,waterfordrinkingiskeptindoors,invesselssuchasmetalandclay pots.Thevesselsareoftenraisedoffthegroundonstandsorshelves,placed inawell-cleanedarea,andkeptcovered.Thiswaterisusedonlyfordrinking, andoccasionallyforcooking. Washingwaterisusuallykeptoutdoors,inlargeropencontainerssuchas plasticbuckets,metalbuckets,andolderclaypots.Thiswatercanbeused multipletimes,forusessuchaswashingvessels,clothing,people,andanimals. Itisalsosometimesusedforcooking. Summary of vessel shapes Rounded Womenprefertocarrywaterinroundedpots,whichcanbeheldcomfortably onthehip,shoulders,orhead.Whilethesepotsareoptimizedforcarrying,the designsrequirepeopletodipintothevesseltogetwater,creatinganinvitationfor contamination. Mount-able Mentendtocarrywaterinthebiggestcontainerstheycanhandle-often20Ljugs whichcanbetakenonabicycleormotorbike.Theseshapeshaveadrawbackin thattheinletisoftentoosmalltoallowcleaning. Stacking Inthehome,potsareoftenstackedoneachothertoconservespace. 125
    126. Vessels Review of materials Clay Claypotsarereveredatalllevelsofsociety,fromtheverypoortotheveryrich.Part ofIndia’sheritage,theyarepraisedfortheirnaturalcoolingproperties.Theminerals fromtheclayalsocontributetogoodtasteandareconsideredtobehealthy.One problemwithclayisthatthetypicalshapeofclaypotscreatesopportunitiesfor contamination. Claypotsareubiquitousinvillagelife,andlesscommonincityslums.Claypotsare inexpensiveinruralareas(Rs35:$1),wheretheyaremadelocally.Theyaremuch lessavailableinurbanareas;wesuspectthisisbecausethey’remadeoutsidecities, andfragiletotransport. Metal Metalpotsareverytraditionalandwidelyused,oftenpurchasedaspartofawoman’s dowry.Themetalpotsaremoredurableandlightweightthanclay,themostpopular optionforwomentocarry.Fromabacteriologicalstandpoint,therearenosignificant problemswithmetals;howeverchlorinecanreactadverselyinmetalpots. Thefourmaintypesofmetalpots,inorderofprice,arestainlesssteel,aluminum, copper,andbrass.Stainlesssteelisthecheapesttype(Rs.150:$4),andmost commonforeverydayuse.Aluminumhasthebenefitoversteelofbeingresistant tocorrosion.Copperisoftenusedforreligiousceremonies:thereisanassociation withcopperandtruthandvirtue.Brassishigh-status,oftenfourtimesthepriceof stainlesssteel. 126
    127. Vessels Plastic Plasticisnotregardedasagoodmaterialfordrinkingwater,becauseitmakesthe watersmellandisconsideredtobemuchlessfreshthanclayormetals.However, plasticisusedoccasionallyinvillagesandquitecommonlyincities. Invillages,plasticisnotwidelyavailable.Peoplehavetotraveltothenearest towntobuyplasticcontainers,andthecontainersforsaleareoftenre-purposed containersforcookingoil,kerosene,orbatteryacid.Menuseplasticcontainersto transportwater,becausetheycanbemadelarge,withfeaturestohookontobikesor motorcycles.Peoplealsocarry1.5Lplasticbottlesoutsidethehome,tobringwater tothefields. Incities,plasticisoneofthemostprevalentmaterials:plasticvesselsarethe cheapestandmostcommon.Plasticvesselscomeinmanyshapes,including roundedpots,jugswithhandlesatthetop,andlargeplasticdrums.InMumbai, thereisahugedistributionsystemfor20Lplasticcontainers,whicharecolor-coded bythegradeofplastic:whitebeingclosesttovirginmaterial,thenblue,thenblack beingtherecycledmaterialwhichisleastdurable.TheblueversioncostRs.100 ($2.50);theblackcostalittleless,andtheywhitecostsalittlemore. 127
    128. Vessels Hyderabad slums washing transport drinking, cooking Intheofficialslum,peopletendtouse Bothtendtouseplasticbucketsor Metalpotsarefavoredandarekeptin metalpotsfortransport;inthepoorer pots,whicharecheaperthanmetal elevatedpositionsinthehome. squatterslum,peopleliketouse pots.Moststorewashingwater plasticpots,whicharenotedfortheir outdoors,butsomestoreitindoors. durability—importantincaseaphysical fightbreaksoutatthewatersource. 128
    129. Vessels Vijayawada villages cooking, washing transport drinking Womencarrywaterinmetalpots, Claypotsareubiquitousduetocooling Metalpotsarecommonlyusedfor becausethey’relighterthanclayandthe properties.There’saresistanceto cookingwater(indoors)andwashing roundshapeisconsideredergonomic. plasticcontainers,becausetheplastic water(outdoors).Concretebasins Whenmencarrywater,theytendto affectstemperature,tasteandsmell. (outdoors)arealsousedforwashing. carrylargerquantities,sometimes CleanwaterpurchasedintheWHI inplasticjugs,usingbicyclesand plasticvesselsisoftenpouredintoclay motorbikes. potsinthehome.  129
    130. Vessels Delhi slums washing transport drinking, cooking Peopletendtocarrymanysmall Waterfordrinkingisstoredinmetal Waterforwashingisusuallystoredin containers,manyofwhichhave potsorthesamecontainersused theplasticjugsandbucketsusedfor handlesasakeyfeature.Inexpensive fortransport.Theluckyfewwith transport.Bothindoorandoutdoor plasticjugsandbucketsarequite refrigeratorsstorecooledwaterin1L spaceisscarce,sofamiliesstorewater common. plasticbottles. wherevertheycan. 130
    131. Vessels Jodhpur villages washing transport drinking, cooking InJodhpur,womendomostofthe Waterfordrinkingandcookingis Waterforwashingisstoredoutdoors watertransport,carryingwaterontheir storedinclaypots,nearthekitchen inclaypots,orcontainersbuiltintothe headinclayormetalpots.Whenmen area.Drinkingwateriskeptelevated housearchitecture.It’softenkeptnear transportwater,theyusuallyuseplastic abovechildren’sreach.Cookingwater thefamily’s“thankas”(large-scalewater jerrycans,carriedonabicycleor tendstobeontheground,inolderclay storagetanks). motorcycle. potswhichhavelosttheircooling properties. 131
    132. Vessels Mumbai slums washing transport drinking, cooking Waterforwashingisstoredoutdoors, Peopletakeasmanyvesselsas Waterisusuallystoredindoors,inmetal inplasticandmetalbuckets,plastic possibletothewatersource—including andplasticpots.Peopleliveinsmall jugs,andlargerplasticdrums.In plasticjugsofmanysizes,andmetal spacesandusemanypots,sothepots Colaba,thepublicstreetistakenover andplasticpots. takeupahugeamountoftheliving byoutdoorwaterstorage. space.Inmoreestablishedslums, peoplestorewaterinplasticbottles, cooledintheirrefrigerators. 132
    133. Vessels Aurangabad villages washing transport drinking, cooking Waterforwashingisstoredoutdoors, InAurangabad,mostwateriscarriedby Waterfordrinkingandcookingis usuallyinaclaypotorbucket.The women,ontheirheadsinmetalpots. usuallystoredindoors,inmetalorclay claypotsaresometimesbuiltintothe pots.Wesawoneinterestingclay surroundingland. vessel,withatapatthebottom. 133
    134. Delivery Delivery key points Peoplearereluctanttopayforwater:peopleexpectthegovernmenttoprovide waterforfree,asafundamentalright. However,peoplearewillingtopayfordelivery,eitherasaconvenienceorasa necessityintimesofscarcity. Thereisahugepotentialfordeliveryservices,toexpandthephysicalreachof communitywatersources. Therewaslittleinitiativeforentrepreneurstostartdeliveryservices.Treatment plantshadtorecruitandsubsidizedeliveryroutestogetthemstarted. 134
    135. Delivery Urban delivery service Kovali, Andhra Pradesh AnentrepreneurinKovalibuyswaterfromtheWaterHealth International(WHI)plant,andsellsittopeopleinatown12 kmawaywherepeoplearewillingtopaymoreforwater delivery.Hisserviceincludesalternate-daypickup/drop-off andcontainercleaning.Hehasateamof15peopletorunthis service,withworkerscleaningandfillingthecontainers,and drivingthetruck. HechargesRs.300($7.50)toregisterforthisservice,and sellseach20LcontainerofwaterforRs.7($0.18)—amarkup ofRs.5.5fromtheWHIprice,butamuchlowerpricethanhis commercialcompetitors. Village entrepreneur-to-be Chinthapalli Padu, Andhra Pradesh TheWHIplantinChinthapalliPaduisplanningtoencourage adeliveryentrepreneur,toservethevillage.Theyhave purchasedacyclerickshawforRs.3000($75),asaformof financefortheentrepreneur.TheentrepreneurwilldeliverWHI waterforamarkupofRs.1.Forthefirstmonth,hewillreceive alltheprofits,whilehebuildshisconsumerbase.Thereafter, hewillpayaportionoftheprofitsuntilhehaspurchasedthe rickshaw,atwhichpointhe’llbeonhisown. Thisisnotahigh-payingjob:assuminghecandeliveraround 40containersaday,hisincomewouldbe$1/day. 135
    136. Delivery Shop selling chilled water Chinthapalli Padu, Andhra Pradesh WevisitedasmallshopinChinthapalliPadu,whereWHI waterwasprominentlydisplayedinthefrontoftheshop.The shopkeepertransfersWHIwaterinto1Lwater,andchillsitina refrigerator. ShebuysthewaterfromWHIforRs.1.5($0.04)per20Lcan, andbuysthebottlesusedfromthenearbytown.Shesells chilledwatertooutsidersforRs.2perliter,andgivesitfreely tofriendsfromthetown.Shecomparesherpricetobranded mineralwater,atRs.12/L,andunbrandedbottledwateratRs. 7/L. Family water delivery Molar Bund slum, Delhi InMolarBund,wemetaboywhohadrentedacyclerickshaw tocarrywatercontainersforhisfamilyandhisneighbors,since theylivefarfromthemunicipaltaps.Hehirestherickshaw twiceaday,eachtimeforanhour,payingRs.10perhour. Hehadnotconsideredstartingadeliveryservice,buthis practiceofpayingRs.20perdayshowsthevalueofthe servicetohim. 136
    137. Delivery Large-scale village delivery service Rajasthan Large-scalewaterdeliveryisquitecommoninthevillages aroundJodhpur.Somevillagesusetankersyear-roundto transportwaterfromvillage-ownedpondsbeyondwalking distancefromthevillage,whileothershiretankersinsummer whentheirlocalpondsdryup.Tankersarepulledbytractors, trucks,andcamels. Waterisdeliveredin4000Lincrements,tofillhouseholdor community“thankas”(large-scalewaterstorage).Thecostto deliveratankerofwatervarieswithdistance.Deliveryfroma localpondmightbeRs.100-300($2.50-$7.50),anddelivery fromafar-awaypondcouldcostuptoRs.600($15).Witha typicalfamilyusing1-2tankerspermonth,andaveragefamily incomeisRs.500-1000forapoorfamilyandRs.200-2500 forawealthyfamily,peopleareoftenspending10-20%oftheir incomeonwaterdelivery. Town delivery service Balotra, Rajasthan InthetownofBalotra,wesawdeliveryserviceswhichsell “sweetwater”toshopkeepersforRs.10($0.25)per25Lplastic can. Thewatercomesforatubewell60kmaway;it’stransported inatankertruckandpouredintoplasticcans,beforebeing distributedonarickshaw. 137
    138. Delivery Village Piao Chicharli, Rajasthan InRajasthan,thereisatraditionofa“Piao”—awaterkiosk sponsoredbythecommunity,servingwaterfromthevillage pond.Anybodywhovisitsthepiaomaydrinkaglassofwater forfree.ThePiaoinChicharliismannedbyelderlymembers ofthevillage,andservespeopleinthevillageaswellas peoplepassingthrough,suchaschildrenonthewayhome fromschool.Childrendrinkwaterthroughtheirhands,and adultsholdtheglassawayfromtheirface—bothinorderavoid contaminatingthedrinkingvessel. Town Piao Balotra, Rajasthan WevisitedaPiaointhetownofBalotrawhichissponsored bytheautorickshawunion,andavailabletoeverybody.The unionpaysRs.350($8.75)perday,andisabletosupply500L ofwater.Thewatercomesfromapondoutsidethetown. 138
    139. Delivery Women’s Self Help Groups Pachpadra, Rajasthan Wespoketotwowomen’sselfhelpgroups(SHGs),sponsored bytheJalBhagirathiFoundation(JBF).Eachplanstosetupa business,sellingwaterfromJBF’sreverseosmosisplant. Onegroupplanstosellcupsofchilledwater,atthebus station.Theywouldliketosellbottledwater,butthebottling equipmentrequiressignificantinvestment.Theothergroup planstodeliverwaterfromtheplantin20Ltanks,tohousesin thevillage.Thisrequiresinvestmentinarickshaw,atRs.6000 ($150). EachgroupwillsaveRs.15,000($375),andreceiveabank loanofuptoRs.60,000($1500),ataninterestrateof15%per month.Thisloanisgivenontheconditionsthatthegrouphas 12+members,allwomen,and6monthsofsavings. Urban delivery service Delhi, Vijayawada, Mumbai Onthestreetsofmanycitieswevisited,wesawsmall-scale deliveryservicessellingunbrandedwaterin25Lcylindrical containers.Wedidnothavetheopportunitytointerviewany ofthesedeliveryservices,butwelearnedfrompeopleinour partnerorganizationsthattheseservicesareverycommonly usedinhouseholdsandbusinesses. 139
    140. Vessel cleaning Cleaning key points Thebeliefthatwaterisintrinsicallycleansing,tiedtotheHindureligion,is widespreadinIndia. Peoplehavemanyexistingbehaviorsaroundcleaning—suchascleaningvessels dailybeforefillingthem.However,thegoodintentionareoftenunderminedby theuseofcontaminatedwaterforcleaning. 140
    141. Vessel cleaning Ineveryregionwevisited,wesawpositivebehaviorsaroundvesselcleaning. Peoplealmostalwaystakethetimetocleantheirvesselsbeforefillingthem,so vesselsarecleaneddaily. Themainproblemwithvesselcleaningisthatpeoplearecleaningwith contaminatedwater.Evenpeoplewhobuyhigh-qualitywaterfordrinkingoftenuse lowerqualitywaterforcleaning.Peopleoftenwashimmediatelybeforeusing,which meansthatthecontaminatedwatermixeswiththehigh-qualitywater. Therootofthisproblemisalackofunderstandingaboutwhatcauses contamination.Waterisviewedtobeinherentlycleansing,andsomepeople don’tunderstandthatwaterwhichappearscleanandpristinecanactuallycontain bacteria.Othersknowthatthey’rewashingwithcontaminatedwater,butchoseto dosobecausetheyalwayshave,orbecausetheyhavenochoice. 141
    142. Vessel cleaning Welearnedaboutahostofcleaningpractices,whichincludeusingplasticbrushes toscrubtheinsideofbottles;fillingavesselwithwater,sand,androcksandshaking vigorously;andinareasofwaterscarcity,scrubbingfoodvesselswithcookingash. Peoplehavedetergentssuchas“Surf”buttheytendtousethemonlyinspecial cases,forexamplewashingababybottlewithdetergentorcleaningoutacontainer thathadheldbatteryacid. Manyofthecleaningpracticescanactuallycontaminatethevessels,buttheyshow thewidespreadculturalvalueofkeepingthingsclean.Thisisimportanttonote,as somethingwecanworkwithinourdesignsolutions. 142
    143. Acknowledgements
    144. Thank you Partner organizations ThefollowingorganizationswereintegraltoguidingourfieldresearchandhostingtheprojectteaminIndia. WaterHealthInternational JalBhagirathiFoundation IDE-India Jodhpur,Rajasthan Aurangabad,Maharashtra &NaandiFoundation Vijayawada,AndhraPradesh Theslumvisitswerehostedby  CAPFoundation(Hyderabad)  ArpanaTrust(Delhi) 144
    145. Thank you Contributors Thefollowingpeopleandorganizationscontributedtheirtimeandvaluableexperience. JeffAlbert,AquayaInsitute RobQuick,CDC RickRheingans,EmoryUniversity TanviNagpalandPaulFaeth,GlobalWaterChallenge GlennAustin,ClaudiaHarner-Jay,KendraChappellandteam,PATH IshaRay,UC-Berkeley EricVanDusen,UC-BerkeleyRuralWaterProject PraveenAggarwal,CokeIndia VaneetGupta,GEIndia HHMaharajaGajSingh,Jodhpur 145
    146. Thank you Core Team  YasminaZaidman SallyMadsen AaronSklar AcumenFund IDEO IDEO  SavithaPeri HollyKretschmar RashmirBalasubramaniam AcumenFund IDEO BillandMelindaGatesFoundation 146
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