Tag Archives: sanitation marketing

New business-led coalition for market-based sanitation for the poor

Toilet Board Coalition logoOn World Toilet Day, Unilever announced the launch of The Toilet Board Coalition. The aim of the new coalition is to tackle  open defecation using market-driven solutions.

The Toilet Board Coalition brings together some of the most forward-thinking organisations in the sanitation space: Firmenich, Kimberly-Clark, LIXIL Corporation and Unilever represent the business sector; Dr Val Curtis of the London School of Hygiene & Tropical Medicine and Barbara Evans of the University of Leeds bring academic rigour to the table; and a number of development sector and governmental bodies bring their one-of-a-kind resources and specialist knowledge: Agence Française De Développement; the Asian Development Bank; the UK’s Department for International Development; Stone Family Foundation; WaterAid; Water and Sanitation for the Urban Poor (WSUP); Water Supply & Sanitation Collaborative Council (WSSCC); the World Bank’s Water and Sanitation Programme; the World Toilet Organization; Water and Sanitation for Africa; and UNICEF.

Toilet Board Coalition publications

Toilet Board Coalition publications

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Celebrating Cambodia’s progress in rural sanitation: iDE video

iDE congratulates the people of Cambodia in a new video:

“Cambodia: Growing Momentum for Sanitation”

The great progress in rural sanitation is something for Cambodia to be proud of.”
—Chreay Pom, Director, Department of Rural Health at Ministry of Rural Development

The rate at which sanitary toilets are being installed in rural Cambodia has increased dramatically since the Government of Cambodia made rural sanitation a priority in 2008. In the past six years, hundreds of thousands of rural families are experiencing the benefits of improved sanitation for the first time. This video celebrates Cambodia’s progress in sanitation and highlights the people who have made it possible—government officials, local business people and rural families.

“In 2008, the government set sanitation as a priority in order to improve people’s standard of living. Since then, we’ve noticed a huge change in rural communities. People have latrines at home and they understand what good sanitation is, and actually practice it within their families.” —Dr. Chea Samnang, WSSCC National Coordinator

Many national and international organizations have also contributed to the sanitation movement happening in Cambodia. One of these organizations is iDE. iDE is dedicated to outsmarting diarrheal disease by making sure that quality toilets are accessible through local markets at an affordable price.

“…We are helping the private sector learn what people want and helping them produce and sell it at an affordable price. The last few years have been a turning point across the country, with annual toilet sales increasing four-fold since 2008.” —iDE

iDE’s three-year Sanitation Marketing Scale-Up (SMSU) project is funded by the Bill & Melinda Gates Foundation and the Stone Family Foundation, and technically supported by the Water and Sanitation Program (WSP) of the World Bank. The project is supported by the Ministry of Rural Development.

iDE is an international non-profit organization dedicated to creating income and livelihood opportunities for the rural poor. In addition to worldwide programs in agriculture, iDE implements programs in Africa and Asia in the water, sanitation and hygiene (WASH) sector. iDE’s WASH programs focus on creating markets around aspirational and effective WASH products and services that reduce diarrheal disease among poor households. iDE has impacted more than 23 million people globally to date through its WASH and agriculture interventions.

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iDE Cambodia hits 100,000 toilet sales in 2 years

ide Infographic

ide Infographic

iDE Cambodia has facilitated the sale of 100,000 Easy Latrines in two years through sanitation marketing, reaching an estimated 470,000 people, according to a June 14 press release.

The iDE Sanitation Marketing Scale Up (SMSU) project operates in seven Cambodian provinces. It started with a pilot project in 2009 and scaling-up began in September 2011. So far total latrine sales including the pilot is 118,000.

The average latrine coverage in the seven provinces where the project is taking place inceased by 11% to 40% over the two years since scale up began. Coverage for the poor increased 6% overall. In Kandal province alone, 18% of project-linked sales went to poor households, nearly doubling poor coverage in that province from 15%  to 29%.

The three-year SMSU project is funded by the Bill & Melinda Gates Foundation and the Stone Family Foundation, and technically supported by the Water and Sanitation Program (WSP) of the World Bank. The project is supported by the Ministry of Rural Development.

For every latrine sold through a small business trained by iDE, another latrine is sold through a non-connected business, creating a ripple effect. The average latrine sells for US$ 41.50.

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Market solutions to Cambodia’s toilet troubles

Sanitation marketing in Cambodia.

Sanitation marketing in Cambodia. Photo: WaterSHED

At the current rate of 1.3% increase in latrine coverage per year it will take Cambodia 60 years to become Open Defecation Free (ODF).  Using market-based approaches, the WaterSHED programme has manged to achieve a 7% annual increase in coverage in the districts where it is active, according to IRIN.

WaterSHED has helped to bring down the price of toilets from between US$ 250 and US$ 400 to a much more affordable US$ 45. This has resulted in the sale of 75,000 toilets in 59 of Cambodia’s 171 districts over the past four years.

Rath Chan Thin, a toilet salesperson in Kompong Chhnang province said in the past she would sell no more than 25 toilets a year.

“Now people buy the toilets. In the last year, I have sold 650 toilets,” she said, pointing to her dip in price and community sales events that bring suppliers and local residents together for toilet product demonstrations.

WaterSHED regional program manager Geoff Revell says that fair prices and access to credit in combination with targeted subsidies for the very poor, is the way forward to scale-up toilet construction.

But what happens when the toilet pits are full? The WaterSHED programme does not appear to deal the full sanitation chain. Developing market-based approaches for faecal sludge management services in Cambodia and Viet Nam, where WaterSHED is also active, would seem a logical next step.

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Source: Market solutions to Cambodia’s toilet troubles, IRIN, 5 Jun 2014

Rural sanitation market in India worth US$ 25 billion

Monitor Deloitte has estimated that the demand for rural toilets in India could be worth INR 500-700 billion (US$ 10-14 billion), with an INR 300-450 billion (US$ 6-9 billion) financing opportunity. This is one of key key highlights from their recent white paper.

Photo: Monitor Deloitte

Photo: Monitor Deloitte

The paper identified two main types of  business models to deliver rural toilets: the Do It Yourself (DIY) model and a Turnkey Solution Provider (TSP) model. Both models require a central player or ‘market maker’ to conduct market-building activities to get the models started. Organisations such as NGOs, microfinance institution (MFIs) and cement companies can play this role, while the Government has a key role in facilitating the development of the sanitation market.

The Government of India has approved funding of over US$ 4 billion for rural sanitation, but less than 60% of these funds have been used, the paper says. Census data indicates that many of these Government supported toilets may be non-existent or not-in-use.

Research by Monitor Deloitte in the Indian state of Bihar  showed 84% of households surveyed in rural Bihar indicated their desire for a toilet and 38% of these households had actually researched available product options. Safety of women, convenience and privacy as opposed to health were key drivers.

Deloitte is organising a series of open conference calls to discuss their findings on the following dates:

  • February 12, 10am IST
  • February 25, 10am IST
  • March 5, 9:30am IST
  • March 13, 9:30pm IST

Please request RSVPs to inmim@deloitte.com for more information and materials for the call.

A Market Led, Evidence Based Approach to Rural Sanitation

Monitor Inclusive Markets, with support from the Bill & Melinda Gates Foundation, has written a white paper titled “A Market Led, Evidence Based Approach to Rural Sanitation” on supply side market-based approaches to scale rural sanitation in India, based mainly on findings from the PSI-led “Supporting Sustainable Sanitation Improvements” (3SI) project in Bihar and supplemented by additional investigation of interventions in other parts of India.

The white paper explains that demand for toilets does exist in rural India, and the availability of quality and affordable products as well as financing are key levers to unlocking this demand. It goes on to propose business models that could profitably deliver solutions that meet customer needs, and highlights players in the sanitation ecosystem who could serve as the “market maker,” conducting market-building activities and creating an enabling environment for growth.

Please visit www.inclusive-markets.org/sanitation to see a more complete set of outputs from the 3SI project as well as annexures to the white paper providing overviews of some organizations already delivering sanitation solutions or providing sanitation financing in rural India.

Jay Graham – Selling toilets in Cambodia: WaterSHED style