Safe Water Network in India

Safe Water Network, a charity initiative focused on providing underserved populations with clean drinking water, established its first site in the village of Nizampally, India. This initiative was unique in a number of ways in its conception as well as its execution. Firstly, after vigorous assessment of the identified region, demand-driven solutions were customized to deal with the specific water-related issues of the region. Secondly, it was supported by prominent Indian and international companies who not only provided monetary support but also extended assistance in terms of technology, assessment and further research. Thirdly, the project was economically sustainable and required active participation and ownership by the community it served. Safe Water Network’s directors hoped to scale up and sustain the adoption of the Safe Water project. The commitment and participation of the villagers was truly heartening but would this enthusiasm continue? Would the villagers see value in this expenditure? Were there any barriers to the project’s adoption?

This case will enable participants to<ul><li>Comprehend what constitutes a social product.</li><li>Understand the process of planned and targeted social change.</li><li>Analyze the product-market fit model for designing effective social products.</li><li>Develop effective strategies to accelerate the adoption and sustainable management of a social initiative.</li></ul>

• Social marketing
• consumer attitude
• change
• sustainable marketing
• rural consumers
• India