Ensuring sustainability of rural drinking water systems: Case presentation from a national symposium symposium organised by IIM Bangalore, appointed by the center as the JJM chair for O&M, Arghyam and eGovernments Foundation on 2nd November 2023.

1. Social Behavioural Change to drive
Community Ownership
November 2, 2023
@IIM Banglore
Divyang Waghela
Tata Trusts

2. The National Jal Jeevan Mission is designed keeping sustainability at the core. Each step
in the life cycle of NJJM converges towards the goal of sustainability of the
system, and more importantly, of water. This makes the effective engagement of the
community and individual households critical for driving sustainability of access to water
for all.
However, participatory behaviours from individuals and from the community towards
NJJM may be subject to several systematic, social, and psychological barriers.
STRATEGIC BACKGROUND

3. HOWEVER, WE NEEDED TO DIG DEEPER. WE
NEEDED TO UNDERSTAND THE ATTITUDES,
MINDSETS, BELIEFS AND PRACTICES
THAT WOULD ENCOURAGE THE COMMUNITY TO OWN
& TAKE PRIDE IN FACILITATING, MAINTAINING AND
EFFICACIOUS USAGE OF WATER AND THE
INFRASTRUCTURE PROVIDED UNDER THE JJM.

4. WHAT ARE THE BEHAVIOURAL
BARRIERS WE FOUND?
KEY INSIGHTS

5. INDIVIDUAL
HOUSEHOLD
The Government is investing Millions
of rupees, manhours and interest in
ensuring that “SAFE-FOR –
CONSUMPTION” Tap Water reaches
every house.
Just Telling the citizens / users about
the scheme and informing them about
various aspects of the scheme is not
going to be enough. We would need to
identify TRIGGERS AT DIFFERENT
LEVELS SO AS TO ENSURE EFFECTIVE
AND SUSTAINABLE BEHAVIOURAL
CHANGE.

6. WHY DO WE NEED TO ADDRESS AND CHANGE
BEHAVIOURS AT EACH OF THESE LEVELS?
If at a societal level we are unable
to change the attitudes, and
practices, then the community
will never take full ownership of
the system, leading to a very short-
term behaviour change. We need
to create collective action in order
to ensure that the behaviours
turn into social norm (to ensure
that they last long).
INDIVIDUAL
HOUSEHOLD
SOCI
ETAL
The household is the first collective to
own and take pride in the ”safe for
consumption” water. Ifthe household
as a whole (across genders and roles)
does not see and value the need for
safe water, there is lack of willingness
to pay for water. However, if the value of
water is dialed up at a household level,
not only would the willingness to pay
irrespective of affordability increase
but also judicious use of water would
increase, leading to sustainability of
the program. Perception of water quality is directly
linked to individual behaviors in
owning and using
water. It impacts the health of the
individual
and has a larger impact on the family
(beyond health).

7. LACK OF
PROGRAMME
COMMUNICATION
IS NOT FOR ME
Contextual visibility
& awareness
EXPECTATION
OF
ENTITLEMENT
VALUE OF
WATER TAKEN
FOR
GRANTED
LACK OF
PASSIONATE
CITIZEN
CHAMPIONS
KEY PRIORITIES
LACK OF AWARENESS & DENIAL ABOUT QUALITY CONCERNS & IMPACT ON
HEALTH AND LACK OF EMOTIONAL CONNECT WITH WATER
GENDER, CASTE AND CLASS ISSUES

8. IF
THE
VALUE
OF
WATER
IS
DRIVEN-UP,
THEN
IT
HELPS
SOLVE
FUTURE
BARRIERS
UPFRONT
TOO
VALUE OF
WATER
EXPECTATION
OF
ENTITLEMENT
TAKEN FOR
GRANTED
THAT CONNECTS
DEEPLY
IMPACTFUL LACK OF
COMMUNICATION PASSIONATE
CITIZEN
CHAMPIONS
KEY BARRIERS TO SUCCESSFUL BEHAVIOUR CHANGE

9. STRATEGIC BEHAVIOUR
CHANGE OBJECTIVE
DESIRED BEHAVIOUR
Adoption, appreciation &
celebration of good and safe water
via tap overcoming cultural, social,
historical biases and
contributing willingly to upfront CC &
Water Bill and post operational care.
CURRENT BEHAVIOUR
Nal Se Jal (JJM) is another government /
institutional program that is needed to
eliminate bad water and is convenient; and
should be (at most) a one- time cost only

10. Safety (Primarily Health Impact)
• Safe water reduced water borne diseases - specifically under 5 age group child as they are most
vulnerable.
• Consumption of safe (free from any chemical contamination) water keep body healthy (prevents
issues such as kidney stone, skin diseases, fluorosis)
• Safe water fulfill need of required minerals & hydrates human body
Convenience: Access to safe water at doorstep saves time for women from fetching water from long
distance
Increased opportunity:
• Save times for adolescent girls which can reduce school dropout ratio
• More time in the hands of the woman in-turn provide additional time to invest in productive work
Monetary Benefit: Reduce medical bills for the family for water borne diseases treatment
But would it be enough to communicate only this?
Key Benefits for Tap Water

11. The society we live in, there’s one thing that is more important than
accumulation of wealth, breaking of class barriers and progress.
And that’s RESPECT !
Respect of the individual - irrespective of gender and age
Respect of the household as a collective unit
Respect of the hamlet / village to be self-reliant

12. Hence the proposition,
Tap Water at House = Samman

14. Impactful &
Contextual
Community
Engagement
through SBCC
✓Information download – with focus on visual using
infotainment, engaging and long term memorable.
✓Multi-layer with positive tone of communication to ensure
the reminder of the key message.
✓Should build emotional connect and appeal to the
heart.
✓Local language to build connect.
✓Regular engagement using various tools to drive the
discussion.
✓Implementation at scale using local champions/
change agents.

15. Tata Trusts Confidential
Learnings
from the
ground

16. THANK YOU