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Subsistence Marketplaces Initiative| Brief Cases

Subsistence Marketplaces Initiative Brief Cases

* This case is based on a comprehensive business plan developed by a student group in the

course entitled Sustainable Product and Market Development for Subsistence Marketplaces

under the supervision of the instructor, Madhu Viswanathan. The case was prepared

by MadhuViswanathan, John Clarke and Srinivas Venugopal and copyedited by Tom Hanlon.

We gratefully acknowledge the organizational sponsor of the project and the students who

contributed to it.

SAFE GLOBAL WATER, INC.

Bernardo Vasquez Bravo PriyaGoel

In Woo Jung Amna Mahmud EsvithPallamino Jonathan Pearce

Sustainability in Subsistence Marketplaces

10 May 2013



TABLE OF CONTENTS EXECUTIVE SUMMARY 3 MISSION 4 COMPANY BACKGROUND 4 MISSION 6 OBJECTIVES: PEOPLE, PROFIT, PLANET 6 SITUATION ANALYSIS 8 STRENGTHS, WEAKNESSES, OPPORTUNITIES & THREATS 8 MACRO ENVIRONMENT 9 MARKET ENVIRONMENT 9 COMPETITION 9 CUSTOMER INFORMATION 10 RESEARCH & PRODUCT DEVELOPMENT 10 LEARNING FROM VIRTUAL IMMERSION & EMERSION 10 PRE-FIELD RESEARCH IDEA GENERATION& SCREENING 11 POST-FIELD RESEARCH IDEA GENERATION & SCREENING 16 SAFE WATER LID: CONCEPT GENERATION AND EVALUATION 22 TECHNICAL SPECIFICATIONS 24 USING SAFE WATER LID 25 PROTOTYPE 28 MARKETING STRATEGY 30 TARGETING AND POSITIONING STATEMENT 30 TARGETING MARKET SELECTION 31 SUSTAINABLE MARKETING MIX 31 SUSTAINABLE PRODUCT DESIGN 30 ACTION PLANS 32 SUSTAINABLE VALUE CHAIN 32 DESIGN OF VALUE PROPOSITION 32 COMMUNICATION OF VALUE PROPOSITION 33 MANUFACTURING PLAN, PRODUCT FORECAST, LAUNCH SCHEDULE 34 IMPLEMENTATION, CONTROLS, AND EVALUATION 38 PEOPLE 38 PROFIT AND FINANCIALS 39 PLANET 41 MEETING TRIPLE BOTTOM LINES 41 REFERENCES 43

APPENDICES

APPENDIX A. FIELD RESEARCH 45



EXECUTIVE SUMMARY

Safe Global Water Incorporated (SGWInc)is a nonprofit technology solutions company

thatspecializes in the development of culturally relevant, affordable, sustainable

technologies to improve water quality. We work closely with the University of Illinois

Urbana-Champaign Safe Global Water Institute to create synergies between market

theory, subsistence marketplace theory, water safety research, and product design

best practices.

Focusing on development for subsistence marketplaces in particular, we approach

research and development from a bottom-up approach. That is, we engage in market

research through firsthand human interactions with our users. Recognizing that our

users have unique assets and invaluable skills, we engage their expertise in the

development and refinement of our product. Our goal is to gain the trust and respect

of our customers,engaging themas full partners in the pursuit of better water quality

for all, a concept that we see as a basic human right.

This following business plan outlines the inspiration, research, development,

rationale, and significance for our latest product, Safe Water Lid. This product was

born out of a University of Illinois Urbana-Champaign College of Business master’s

level course, Sustainability in Subsistence Marketplaces. During this two-semester,

interdisciplinary course, our team conceived of Safe Water Lid as a premiere solution

to combat pervasive water quality issues in subsistence marketplaces in India.

Through several months of immersion, emersion, idea generation, and final concept

iteration and evaluation, Safe Water Lid emerged as a viable solution to address

disinfection and preventing recontamination. The product is a lid, a pump, and a

storage unit. It is not only a trifecta in its purpose; it meets the triple bottom line of

people, planet, and profit. Generating profits of at least 61 cents per every dollar

spent, Safe Water Lid is attractive on a financial level. More importantly, it is

grounded in culturally relevant practices of water use and safety. Further, it is

relatively energy and resource efficient.

The SGWInc team invites you to explore Safe Water Lid and consider investing in this

premiere technology. It is the first of its kind on the marketplace and has great

potential for scale in other subsistence marketplaces in the developing world. We see

water quality as a basic human right that is deserved by all, and invite you to spread

this technology to millions of people who could benefit from improved water quality.



MISSION

A. COMPANY BACKGROUND

Bernardo Vazquez Bravo obtained his bachelor’s degree in civil engineering at

Universidad de las Americas Puebla (UDLAP) in Cholula, Puebla, Mexico.While there,

he worked on the mechanical and hydraulic properties of oil-contaminated soil. He

obtained his master’s degree in environmental engineering at the University of Illinois

at Urbana-Champaign,where he specialized in drinking water disinfection with

ultraviolet light. Bernardo has participated in international collaborative projects

between UIUC and UDLAP as a teaching assistant,and has served asa leader of student

teams that designed safe drinking water systems for rural communities in developing

countries. Bernardo is a PhD student studying the effectiveness of ultraviolet light on

viruses of concern in drinking water.

PriyaGoelisis a joint PhD (education policy) and MBA student. Her engagement in P-20

education includes primary grades teaching in Chicago, New Delhi, and Shanghai; a

high school principalinternship in Chicago; and academic studies in early childhood

studies, sociology, and education organization, policy, and leadership. She is focused



on understanding fiscal issues and policy from education, sociological, and business

lenses. Priya is studying parent engagement in school improvement, critical theory,

participatory research methodology, and responsive evaluation. She is a graduate

research assistant for the Office of Community College Research and Leadership,and

also assists on a William T. Grant Foundation-funded project that examines evidence

use among intermediary organizations in education policy-making and brokering.

In Woo Jung is an undergraduate student at the University of Illinois at Urbana-

Champaign. His concentration is international development, with focuses in human

development areas of community and marginalized populations. He has worked for

the Energy, Climate Change and Environmental Division of the Ministry of Foreign

Affairs and Trade in Seoul; the Organization of American States; the Association for

the Physically Disabled of Kenya; and two small businesses in Korea. His previous

assignments and projects include product development for packaged nut productsand

microfinance services for disabled persons in subsistence marketplaces. In spring

2012, he resided in Kenya for three months and researched socioeconomic effects of

self-employment for disabled persons.

Amna Mahmudgraduated from the University of Illinois at Urbana-Champaign with a

bachelor’sdegree in civil engineering, where she focused on structural engineering

and construction management. She also graduated as part of the Hoeft Technology

and Management Program, an interdisciplinary business minor focused on the

collaboration between engineering and business. Currently, she is pursuing her

master’s degree in civil engineering and is in the Global Leaders in Construction

Management Program. She has travelled to China, Australia, Turkey, and Romania for

business immersion trips, and has held internships with UNFPA and USAID in

Islamabad, Pakistan. Amnaworked for the City of Champaign and Walsh Construction

in Chicago. She is also a teaching assistant for Introduction to Construction

Management.

EsvithPallomino obtained his bachelor’s degree in mining and minerals engineering

from Virginia Tech. He has worked in the mining industry at different levels and in

different countries (Colombia, the US, and Peru, with duties ranging from engineering

design, field engineering, logistics and supply chain, and safety and quality control

engineering. Currently, he works with Enerpac, a company that manufactures heavy

lifting equipment in the mining and industrial areas. He is pursuing an MBA with a

concentration in finance, marketing, and strategic management.

Jonathan Pearce’s current area of study is inindustrial designas he pursues a

Bachelor’s of Fine Arts from the University of Illinois at Urbana-Champaign. His brief



stint in Advertising included companies such as Ogilvy & Mather Chicago and Starcom

Worldwide. Jonathan is also a freelance graphic designer with several years of

experience.

MISSION

SGWIncis a partner of the University of Illinois Urbana-Champaign’s Safe Global Water

Institute (SGWI). Together, SGWInc and SGWI have a range of capabilities:

engineering expertise,

international connections,

extensive technology solution implementation experience, and

a deep pipeline for funding.

At SGWI and SGWInc, we understand safe water to be a basic human right. As such,

SGWI has four main goals:

producinginnovative sensors that impact community water decisions;

building capacity at local institutions to sustain safe water;

findingculturally relevant, sustainable, and affordable solutions; and

developing new materials and technologies to include a renewable energy

component.

We are particularly invested in the latter goal, developing new materials and

technologies to improve water quality all over the world. We focus on subsistence

marketplaces in developing countries, as these marketplaces are most susceptible to

water contamination.

In the shortterm, our mission is explicitly focused on subsistence marketplaces in

India. We approach water solution research and development from an assets-oriented

lens of subsistence marketplaces. That is, investigating and developing solutions to

improve water quality, we deeply consider the myriad of strengths of poor, low-

literate communities. From our perspective, only such a lens will create culturally

relevant, sustainable, affordable, innovative solutions to improve water quality for

millions of people living in subsistence.

OBJECTIVES: PEOPLE, PROFIT, PLANET The efficacy of our safe water solutions is determined by the triple bottom line

approach. That is to say, the success of our products is measured by impact on

people, planet, and profit.



People: Our products improve accessibility to clean water, improve health, and

create a more efficient workforce. With safe water, more children will attend school

and medical expenses will decrease.

Planet: Our products are durable and designed to meet the needs of the Indian

household. By manufacturing locally, transportation and material costs, and

thuscarbon emission, are reduced significantly.

Profit: In addition to benefiting people and the planet, our products are also

attractive because they are profitable.

Given our distinctive mission and objectives, SGWIncfollows a specific approach to the

safe water issue. We begin with a central question: What water product could SGWInc

design and market to improve quality in subsistencemarketplaces? The Issue Tree

below shows how we move from mission to objective to research and design.

What water product could SGWInc design and market to improve quality in subsistence marketplaces?

How can the product improve quality and contamination issues, given the presence of numerous pathogens?

What product components

attend to disinfection and

indicators of disinfection?

What product components

attend to optimal taste

and temperature?

What product components attend to

postcontamination prevention?

How can the business plan support the mass adoption of the water product among people living in subsistence?

What are the financial and operations

components to the business

model?

What are the manufacturing requirements?

What are the material

requirements?

What are the maintenance

requirementss?

What is the optimal

marketiing mix, specifically in

terms of placement and

price?

Who is the target market?

What are the education and

awareness components to

the model?

What are the learning goals

associated with the product?

What are the water safety

practices associated with

the product?



SITUATION ANALYSIS

STRENGTHS, WEAKNESSES, OPPORTUNITIES & THREATS

As mentioned earlier, SGWInc is starting up in Indian subsistence marketplaces.

Analysis of the safe water Indian subsistence marketplacereveals a range of strengths,

weaknesses, opportunities, and threats (SWOT) with respect to sustainability,

ecological issues, and subsistence.

As described earlier, SGWInc sees the attributes of subsistence marketplaces as

assets. The environment is full of entrepreneurs and users who have highly

specialized, contextualized forms and norms of engagement. This strength comes with

a price, though, as these marketplaces are marked by low awareness of health and

hygiene issues as well as low literacy.

As such, innovative products face threats of change management and consumer buy-

in. These threats notwithstanding, there are clear opportunities to create culturally

relevant, affordable, and sustainable product solutions. The table below summarizes

the SWOT analysis of the Indian subsistence marketplace.

Strengths

Range of assets in subsistence marketplaces

Pictographic and concrete thinking

1-to-1 interactional environment

High-grade steel and plastic available for manufacturing

Many outfits dedicated to larger ecological and sustainability issues

Weaknesses Poor consumer awareness on criteria

used to evaluate water quality Poor consumer awareness about

relationship between contaminated water, hygiene, and health

Lackluster infrastructure to support preventive and reactive medical attention to water-borne diseases

Opportunities Build awareness on evaluation of

water quality Build awareness on relationships

between contaminated water, hygiene, and health

Embed disinfection and prevention of recontamination practices in at least 1 million households

Partner with stakeholders Affect local level policy changes on

water quality requirements

Threats Marketing in a climate of extreme

values change Change management (how you convince

people to change what they do now: use the filter)

Depletion of resources Supply chain management Buy-in from key stakeholders



MACRO ENVIRONMENT

In a country where 128 million people lack access to safe water and 839 million

people have no sanitation services, providing a product that will help givethe masses

access to one of the basic necessities of life – safe water – has a high value

proposition. According to World Bank, unsafe water is the reason for 21 percent of the

communicable diseases in India. Hygiene problems are also eminent in India with low

rates of hand washing present in the community.

Even though access to clean water in India has improved over the years, problems still

persist. Many people living in subsistence use pumps to gain access to clean

groundwater, but due to poor maintenance of the surrounding environment,

groundwater pollution has increased. UNICEF estimates 400,000 childrenunder the age

of five die each year due to diarrhea. Because most people depend on groundwater

for their everyday water consumption, there is a strong demand for safe, clean water.

MARKET ENVIRONMENT

With respect to the market for safe water products, numeroussolutions exist. Mesh

sieves and canned water (i.e., 5-liter water bottles) have proliferated the market.

Mesh sieves are more commonly used in rural areas and cost between Rs. four to 10.

Water cans cost between Rs. 22 to 30. Families who purchase canned water typically

seem to do so under the following conditions: a family member is visiting, they are

hosting a party, children are sick, or they are on the higher end of subsistence. In the

“upper echelon” of subsistence, filtration systems are occasionally used, and such

systems typically incur a one-time cost of Rs. 7000 and approximately Rs. 200/month

maintenance. Water products are purchased and sold in the dynamic subsistence

marketplace. Entrepreneurs are sellers, and sellers are entrepreneurs. Exchanges take

place through longstanding, trustworthy relationships and in a 1-to-1 atmosphere.

COMPETITION

Currently, the majority of point-of-use disinfection products in the Indian market are

filter-based products. Carbon filters rely on gravity and require frequent filter

changes. The UV purifier incorporates inactivation of microorganisms with UV light.

However, the UV light contains mercury, which is difficult to dispose of in the

subsistence markets, due to lack of infrastructure. Additionally, most UV purifiers rely



on batteries for power, which poses a problem in disposal. The Reverse Osmosis, or

RO, filter is expensive and also requires filter and battery replacements. The strainer,

the most widely used method of disinfection in subsistence marketplaces, fails to

disinfect the water.

CUSTOMER INFORMATION

Our users live in subsistence in rural, semi-urban, and urban areas. These customers

are men, women, adolescents, and children. While all of our users will drink safe

water, women will most readily access our Safe Lid. If in a rural area, these women

typically work outside the home on farms or in small shops. If in a semi-urban or

urban area, these women typically work outside the home in a small business or

domestic help position. Their income ranges widely, from Rs. 300/month to Rs.

2400/month. Our users typically access water for two hours in the early morning and

two hours in the afternoon. Women, men, and children are familiar with disinfection

techniques such as boiling and filtering, though the consistency and quality of these

practices range across customers.

RESEARCH & PRODUCT DEVELOPMENT

LEARNING FROM VIRTUAL IMMERSION & EMERSION

Understandings of the macro environment, market environment, competition, and

customers emerged from deep immersion in the Indian subsistence marketplace. Over

the course of 16 weeks, the SGWInc team engaged in many activities that helped

uncover these understandings. These activities included watching in-class videos,

reading subsistence market research,listening to brief lectures, taking part in

strategic thinking exercises, and interacting with classmates. From this, we learned a

clear fact: millions of people in India face severe water quantity shortages; and when

water is available, it is deeply contaminated. We also learned these key points about

the nature of subsistence marketplaces, particularly in South India:

Religion and culture play a key role in business and impacts acceptance or

rejection of solutions.

Spontaneous conversations and environmental circumstances can produce new,

entrepreneurial ideas in the context of subsistence.

The dependence on trust and respect is so pervasive that people often don’t

make changes to avoidthe possibility of losing what they have.

Behavior is driven by the fear of losingprivilegesand fear of the unknown.

Interactions and marketing growth happen through trust and loyalty.



What appear to be habits are actually acts of loyalty. Loyalty yields privileges

and advantages,such asloyalty convenience and affordability.

People develop ingenious ideas using the materials and resources available to

satisfy specific needs.

Pictographic thinking, whereby people rely on visual and oral imagery to

communicate, is pervasive.

Short-term planning prevails over long-term planning,because resources are so

limited.

Buyers and sellers have unique circumstances because there are several

socioeconomic layers in subsistence marketplaces. Thus, one-size-fits-all

approaches and solutions are rare.

Formal education is a challenge;entrepreneurial training and expertise and life

skills are passed down orally.

People who live in subsistence marketplaces are highly moral, conscientious,

networked individuals. They have unique, invaluable skills. Subsistence marketplaces

differ greatly. Peoples’ beliefs and behaviors differ across marketplace and context.

Thus, a sustainable approach for a subsistence marketplace must be localized to the

macro- and micro-level assets and issues that are unique to that area.

PRE-FIELD RESEARCHIDEA GENERATION& SCREENING

These insights contributed directly to our idea generation for core and augmented

products. To create a product that best meets the needs of our customers, our team

underwent a number of exercises both during class time and during group meetings.In

fall 2012, we visited the laboratory of the Safe Global Water Institute and observed

different technologies that are available for community scale and point of use (POU)

approaches for drinking water treatment. The conventional water treatment

processes include removal of large particles through coagulation-flocculation-

sedimentation processes, followed by a filtration step and finally a disinfectant used

for pathogen control.

We considered the various steps for both POU and community-based systemsto have

an overview of all the available possibilities for the project. Thereafter, we reviewed

literature on water safety technologies that have been implemented in other

subsistence marketplaces, such as those in Mexico, Kenya, and Guatemala. We most

commonly found filtration devices such asbiosand filters, ceramic pots,and cloth

filtration usingsaris. We also considered several disinfection ideas, such as

chlorination and solar disinfection.



We also reviewed market research on drinking water practices, technologies,

solutions, and related health and sociological issues that interact with water safety.

Our primary focus, of course, was on subsistence contexts. The team reviewed

literature from academic journals, ongoing data from our partner, the Safe Global

Water Institute, and data from free-source journals and companies with a web

presence. Research uncovered several needs, drivers, and contexts for subsistence

marketplaces in urban and rural India. We display a summary of these findings in the

table below.

Needs Drivers Contexts

Increase awareness and understanding of the problem (education program)

Improve living conditions and interactions with the environment

Develop inexpensive drinking water treatment technology

Quality over quantity

Regular access to water distribution system, bottled water, or bore wells

Boiling solution used primarily in winter/rainy season

Awareness of water quality issues

Boiling times range from 5-30 min.

Housewives feel males more susceptible to sickness due to alcoholism

No doctors available in rural villages

No training on safe water in rural villages

Government and/or external support unreliable

Trust through community

Author(s) Year Site(s) Method Findings

Narayan 1995 Global Questionnaires Participation is significant indicator of overall project success (information

sharing, consultation, decisionmaking, action)

James, Verhagen

et al

2002 Banaskantha Participatory rural

appraisal

1. Improving domestic supply has both “ease of access” effects as well as

economic gains. 2. Improved water supply can lead to higher household

income from microenterprises

Manikutty, S 2003 Kerala

(southernmost)

Participatory action

research

Community participation in water supply and sanitation project results in:

1. Higher perceived water safety/cleanliness; 2. higher community use of

project water source; 3. higher safe latrine use; 4. higher degree of self-

reliance in maintenance of water project.

Jalan & Ravallion 2003 India Multi-stage sampling

& Statistical analysis

1. child-health gains from piped water varies according to family income

and adult female (mother) education.

Prokopy, L 2005 Karnataka, Uttar

Pradesh

questionnaires,

interviews

1. household participation is positively associated with satisfaction, equal

access, time savings, belief in system. 2. capital cost contribution is

positively associated with satisfaction, equal access, time savings. 3.

Village size not significant variable

Banda et al 2007 Tamilnadu Interviews; Focus

groups

1. Residents did not attribute diarrhoea to water quality. 2. 30% of

households had toilets and 25% used them; 3. 74% defecate in the fields;

4. hand-washing with soap is only common among children

Singh & Turkiya 2012 Haryana Questionnaires and

Interview Surveys

1. average water consumption: 117 L per person, per day (SD=35.8);

Washing clothes take most water; 77% unsatisfied with water supply

duration; 2. 86% don’t have awareness of rainwater collection. 3. 35% take

less than1/2 hour to fetch water, 35% take 30~45 mins to fetch water, 22%

take 45~60mins, 7% take more than 1h. 4. The limited water supply

leading to emerging water markets.

Freeman et al. 2012 Andhra Pradesh Case-control study (MFI-partnered filter provision). 1. Adopters were more likely to report

treating their current drinking water (92.5%) 2. Both adopters and non-

adopters use chlorine for purification. 3. Adopters experienced better

water quality (TTC levels), but one-third still face high-risk water



Create safe water storage

Improve sanitation and wastewater management

Build community

Warmth

Reaction to illness

Taste and smell of chlorine not preferred

People prefer to spend 10-15 rupees on canned water

Current technology must provide ~20 L of water in ~30 min

Taste of boiled water not preferred

Reduce waste by refilling water vessels with contaminated water

Together, these data helped us create a list of emerging criteria that included time

constraint, effective treatment process, sustainability and practicality, affordability,

and simplicity of use for the target audience. Within the parameters of these criteria,

we had several ideas by December 2012 that can be seen in the below pictures.

CRITERIA SCORE RATING

Simplicity of use 1

Affordability 2

Sustainability and practicality 3

Time constraints 4

Effective treatment process 5



Start with standard Indian stainless

steel 20L pot for water boiling.

Create an electric-kettle-like pot that has a window for reading colors.

Insert an automated lid on the pot that can

open from a lever/switch. Pour

contaminated water into 20L pot through this lid.

Create a spout (from Pyrex or

similar heat resistant material)

extracted.

User boils water and watches color

turn from red (contaminated), to yellow (in boiling process), to green (reached boiling

point and ready to drink).



POST FIELD RESEARCH IDEA GENERATION & SCREENING

To learn from the customers through a firsthand, bottom-up approach, we

participated in a two-week long field research and benchmarking trip in India in

January of 2013. We prepared a list of interview questions and participants as follows:

During the trip to India, the team observed people who lived in subsistence,

interviewed a range of community members, and discussed safe water issues with

academic and policy experts. We explored macro-level knowledge of the other

environmental and ecological issues during visits with design firms, visits with other

project sponsors, and question-and-answersessions with tour guides.

We conducted 15 semi-structured interviews. These data can be found in Appendix A.

Each interview spanned approximately one hour and included the participant, our

research team, and a translator. Participants lived in urban, semi-urban, and rural

areas. Beginning with a description of their typical day, participants informed us of

their water safety dispositions, concerns, practices, and wishes. When appropriate,

we probed with clarifying questions to better understand our participants’

perspectives.

Observations of households and communities helped us better understand water

infection and recontamination:



We learned that water sources generally were pipes, bore wells, and water tanks.

Pathogens were clearly visible in the water, and dirty vessels further exacerbated the

problem.



Public toilets and pipes were generally not maintained well, and sanitation and

maintenance issues abounded.

People typically boiled water two times per day, in the morning and the evening.

They used a mesh sieve to filter out large debris. Rural villagers typically used a wood

stove to boil water while urban dwellers often used a gas stove to boil water.



Oftentimes the housewife was in charge of water safety practices, as this was bulked

into overall household work. Usually the family shared one tumbler for drinking

water. The housewife usually only boiled in rainy/winter seasons and when a family

member fell ill. Boiling practices ranged from 3-15 minutes, and size of bubbles were

often used as an indicator of boiling point.



Kerosene cost between Rs. 350-450 per month and was preferred over wood stoves

because it left a less evasive post-boiling taste in the water. Overall, the taste of

water not boiled was preferred.



The trip to India modified our initial thoughts and parameters as weconsidered the

best treatment process for our product. Our field observations revealed that at least

in the communities we visited, access to water is less of a concern than is water

quality.

Through our field observations of peoples’ practices, and throughfeedback from the

sponsor to ourfieldwork presentation, we adapted our approach. We redefined

thefinal evaluation criteria and focused on water disinfection as the main treatment

step. This produced the delimitation of boiling water as the main treatment practice

for pathogen control in the communities visited. We also considered theprevention of

recontamination incraftingour final recommendation.

Our main concept post-fieldtrip was a boiling technology that doubled as a

recontamination prevention technology.



SAFE WATER LID: FINAL CONCEPT GENERATION AND EVALUTION

We began concept generation individually to harness each member’s creativity and

strengths of ideas. Each member generated multiple concepts in the preliminary

concept generation; we then each explained our ideas to the group until everyone had

sharedhis or her understanding of the concepts. Next, we listed the processes of safe

water delivery, from acquisition of untreated water to final consumption. We

identified the processes as filtration, disinfection (i.e., boiling and using chlorine),

and prevention of post-contamination (storage to final delivery). We identified each

concept on the processit sought to improve, and evaluated its efficacy. We noted and

discussed the strengths and weaknesses of each concept, as well as practical matters

(e.g., material acquisition and costs).

During the sponsor meeting, the sponsor suggested that becauseboiling, the proposed

method of disinfection, removed microbial contaminants, filtration may not be

necessary. Heeding this advice, the group removed the filtration process from the list

of targeted processes, and decided to focus on boiling and prevention of post-

contamination, to be later supplemented by education modules.

We were inspired by the Indian pressure cooker as well as the pumps used for

condiment containers in the USA. We sent several hours discussing how we could

marry the lid and pump ideas. It was important to us that our users are able to use

the same water vessels that are commonly used in Indian households. We also wanted

to address the water taste, boiling point indication, and recontamination issues in our

product. Ultimately, we decided on the concept idea of Safe Water Lid, which serves



the dual purpose of increasing energy efficiency when boiling. The lid is a cover, a

pump, and a space holder for tumblers.

As we continued to refine Safe Water Lid, we considered four key criteria:

disinfection, boiling effectiveness, water taste, and recontamination prevention.

Needs Metrics Benchmarks Specifications

Disinfection Amount of

microorganisms after

treatment (boil)

Traditional

boiling process

Must heat to 100*C

for 1 minute

Boiling

Effectiveness

Amount of fuel used

compared to

traditional methods

Lidded pots,

pressure cookers

Must heat to 100*C

for 1 minute

Taste of Water Levels of consumer

satisfaction

Bore water or

other local

water of choice

Water should taste

sweet



Prevention of Post-

Contamination

Does not allow

recontamination

Post boiling, hands

do not touch water

TECHNICAL SPECIFICATIONS

The following tables outline the technical specifications for Safe Water Lid. These

specifications can be well understood in this blown-up image of Safe Water Lid.

Engineering Criteria Technical Specs

Weight 2 lbs

Maximum temperature 250 °F

Material Needs to be heat resistant, as product will be used whena

stainless steel vessel is boiling

Speed 30 minutes

Size Compatible with existing Indian household vessels

Shape Lid to be circular to match

Mean Time to Failure 1.5 years

Depth 0.5 inches

Height 0.5 inches

Width 7 to 12 inches

Bill of Materials for Safe Water Lid

Assembly

Name Part Name

Quantity

Used Dimensions Material

Core Lid 1 9 in x 0.35 in Stainless steel



Core Pump 1 6.5 in x (bottom) 4.6 in x

(top) 1.2 in

Heat resistant

plastic

Core Boiling alert

whistle 1 0.65 in x 0.75 in Stainless steel

Core Lid handles 2 0.75 in x 1.3 in Stainless steel

Core Gasket seal 1 0.25 in x (outer) 9 in x

(inner) 8.75 in Rubber

Augmented

Product Modified tumbler 2 0.09 in x 3 in x 4 in Stainless steel

Augmented

Product Tumbler lid 1 8 in x 3.38 in Stainless steel

USING SAFE WATER LID The benefits of the Safe Water Lid can best be understood in the context of a

housewife’s typical day. Meet Priya, a housewife in a semi-urban village in India. She

gets water twice a day from her source. She will transfer this water into her seven-

liter capacity boiling vessel, passing it through a rudimentary filter first for her own

assurance. The seven liters will be enough water to last the day for her family of four.

She clamps the Safe Water Lid down onto the vessel, aligning the rubber gasket seal,

securing it tightly for a faster boil.



Priya expects the water to take around 25 minutes to boil, but she does not have to

wait and watch for the bubbles. When the water is ready, the boil alert whistle

(located on the lid) will begin to sound. 60 seconds more is all that is needed and the

water is fully disinfected. When the vessel has cooled enough, Priyacan set it aside

for the night. The Safe Water Lid will remain attached to preventrecontamination.

To prevent hands from contaminating the clean water, the Safe Water Lid’s water

pump offers an alternative to dunking and dipping the tumblers into the water. The

tumblers have to be used with the attached thumb handle, preventing the user’s

hands from entering the cup but still allowing for the accustomed method of drinking.

The tumblers are kept covered in the easily removable holder/swivel cover.



The Safe Water Lid resolves many issues with current practices referred to earlier.

There will be no more subjective judgment calls based on the formation and size of

bubbles. Simply using the lid will conserve energy. Keeping the lid secured on the

vessel and incorporating the water pump and modified tumblers ensures that no hands

will be entering the water when dipping tumblers, and water will not be

contaminated through post-boil filtering or through introducing infected water.



PROTOTYPE

The first step of the prototyping process consisted ofbrainstorming alternatives and

sketching drawings of our options. Once we made a final decision was made, we

compiledquestions to go along with our diagrams of ourprototype, and sent them to

our collaborators in India, requesting their feedback. We needed feedback from the

potential customersat India so we could consider their preferences and ensure

continuity of usage. We incorporated their comments and questions as we modified

our original model.

Finally, the team decided to carry the whole business plan around a lid that could be

adjusted to fit any vessel readily available in Indian households. We determined the

volumes and measurements of a conventional Indian vessel and developed a lid. The

images below show the measurements made for the model vessel. We used a volume

of 7 L of water, as we determined that such a volume was enough for a one-day

consumption of a family of four.

We also acquired and fixed to the lid the model of the pump. Next, weestimated the

advantage of using our product versus the current practice, in terms of energy

efficiency. To determine the energy efficiency of the current boiling practice and the

one obtained using the lid, we measured the time required to bring the 7 L of water

to boil under both circumstances. Considering several parameters and simplifying

assumptions, the improvement in the energy efficiency of boiling the water with the

lid was almost double that of doing it without the lid.

To optimize vessel space, we considered the placing of the tumblers. We modified the

shape of the tumbler, and incorporated a holder, so people would not grab the actual

body of the tumbler. In this way, even if they don’t use the lid in the way we mean

for them to use it, there is an extra barrier to potential recontamination.



A rubber gasket complemented the upper ring of the vessel to help seal the container

once the lid was set in place. In addition, we used a set of holders to clamp the lid to

the vessel and avoid people from removing the lid to watch the bubbles forming at

the bottom, which they are used to doing. Finally, we incorporated a sound indicator

to alert the users when water reaches boiling point. This works similar to the whistle

of a teakettle, and allows people to accurately know when water has boiled. The

combination of all these components provides a sustainable alternative that can have

a significant impact on people’s health.



MARKETING STRATEGY

TARGETING AND POSITIONING STATEMENT

Compared to other point-of-use products in the market, our product is best suited for

subsistence marketplaces. Priced at twelve dollars, it is the most affordable solution

that is also effective. Our product also requires minimal maintenance, while other

products require frequent change of filters and batteries. In this way, we are also

able to reduce our environmental footprint. Also, as our product is a lid designed to

supplement the subsistence kitchen, it fits into the existing practices.

Major point-of-use disinfection products in the Indian market include the carbon filter

and the UV purifier systems. These existing systems require filters and batteries to be

replaced regularly. Additionally, UV light contains mercury, which is difficult to

dispose of at the end of its life cycle, due to lack of proper infrastructure. In

contrast, our product is made without parts that need frequent replacement, and is

more environmentally sustainable.

Designed to work with existing practices, our product fits into the pots that

homemakers currently use in their kitchens. We also provide additional protection to

prevent recontamination by including the cover for the cups, an unprecedented

protection for other previously discussed products.



TARGETING MARKET SELECTION

The proposed design for the safe water vessel is focused in rural areas of India, where

the population of about 841 million people (according to a 2010 World Bank study)

subsist on an average income of $2USD per day. We selected this group because of

theircontinuously growing need forsafe drinking water.In an effort to reach the

majority of these people, SGWInc will partner with government, NGOs, and the

healthcare industry to gain comprehensive access to this market. Since 2006, India

has experience a constant growth in the GDP (Gross Domestic Product), reaching as

high as 10 percent annually in 2010, and keeping a constant rate of7 percent. This is a

great opportunity for SGWInc to capture this rising low-income class.

SUSTAINABLE MARKETING MIX

Price. We will determine the price for the Safe Water Vessel once we know the

operational costs. At this moment we are looking at manufacturingstainless steel

vessels.Based on our initial assessment,we will set a product price range of $5 to $35

dollars (275 rupees to 825 rupees). (http://www.ebay.in/sch/Cooking-Utensils-

/46277/i.htm)

Place. The Safe Water Vessel will be sold in supermarkets and local government

offices, and through water distributors and water bottlers. The strategic partnership

with these industries will helpSGWIncreach the majority of the 841 million potential

users in India’s subsistence market.

Promotion. With the initial entrance to this market, SGWInc will encourage people to

buy our product at a discounted price, through a buy-back plan. We will discount the

vessels by 10-15% priceto encourage people to acquire the Safe Water Vessel

product.We will also advertise our product via government offices, hospitals, and

local NGOs working in subsistence market.

SUSTAINABLE PRODUCT DESIGN

With intensive research and fieldwork, SGWInc focuses on delivering sustainable

products that create value for end users. Our innovative procurement system,

strategic partnership with manufacturers, and close relationship with distributors and

partners increase the value for end users. Ourproduct is ergonomically appealing and

eye pleasing. We will manufacture theproduct in India, decreasing the cost of

transportation while increasing income to end-users. SGWIncpasses the savings to end

users throughthis plan.

http://www.ebay.in/sch/Cooking-Utensils-/46277/i.htm

http://www.ebay.in/sch/Cooking-Utensils-/46277/i.htm



ACTION PLANS

SUSTAINABLE VALUE CHAIN

SGWInc is committed to sustainability, and proposes the following value chain that

seeks to utilize business byproducts to minimize waste. After the materials sourcing

stage, the manufacturing stage will produce waste that can be reinserted and reused

in the materials sourcing stage. Consumers will be able to use the packaging

materials, thus reducing waste.

Finally, at the end of the life cycle, the company willcollect and recycle the product,

further adding to the source materials and preventing static waste. At point of

purchase, customers who give up their old vessels and products will receive a

discount, which lowers the entrance cost.

To facilitate the process, we will seek partnerships with existing social infrastructure

within communities. Self-help groups and NGOs can play a critical role in the

collection, distribution, and retail of products, whilelocal kiosk owners and water-can

vendors can also offer their local reach to customers.

DESIGN OF VALUE PROPOSITION Our product is specifically designed for the subsistence marketplace in India. Our

product provides safe, tasty,drinkable water for everyday consumption. It is also

simple to use and energy efficient. People can use our product for multiple purposes



and can customize it for householduse. It is compatible with the existing vessels in

the Indian household, as the dimensions of our product are tailored to fit on top of

the existing vessels.

The product is designed for low literate users. A whistle flap on the lid helps create

noise that will alert users when water has started to boil. The pump connected to the

lid contains a flap that displaces up and down when water boils, creating a visual

indicator that water has started boiling. With this boiling indication, significant time

is saved as one is alerted as soon as boiling has started taking place.

COMMUNICATION OF VALUE PROPOSITION

To communicate the benefits of our product, we would focus on having one-to-one

interactions with the women in the community. As women are the primary caretakers

of the household, communicating to them the benefits of our product would

encourage them to buy it. When communicating the value proposition, we would

emphasis on how using our product helps improve the health of the family as well as

the community as a whole.

It is vital for the success of our product that we useword-of-mouth advertising. This

implies partnering with community organizations, women’s self-help groups,

community leaders, and celebrities to educate the masses about the benefits of using

our product. Working with the community and helping them understand the benefits

of consuming clean water will help our productgain acceptance in the marketplace.

Involving local entrepreneurs in implementing our product help it succeed. Using

people on the ground for the education phase of our water product will help it gain

marketpopularity.

We will communicate our product and build awareness through four broad avenues:

We will create a printed manual to instruct low-literate consumers.

We will advertise through mass media, such as radio and TV.

We will take advantage of existing social networks through word-of-mouth

advertising in hospitals, NGOs, government offices, and other civil societies.

Lastly, we will partner with education institutions to create a safe water

campaign.

Following is an example of our communication brochure. Because it is targeted for

low-literate consumers, it is made up primarily of graphics.



MANUFACTURING PLAN, PRODUCT FORECAST, LAUNCH SCHEDULE

Manufacturing Forecast. The first step is to locate local entrepreneurs whowill

partner with us to manufacture our product. The NGOs will help us locate suppliers

and ensure we receive a sustainable price for oursupplies. Our local staff will make

sure the purchasing and availability of supplies is constant to avoid delays in the

manufacturing process or in any logistics involved. We will trainourmanufacturing

staff to ensure quality control in all areas of the process.The partnering NGOs will

ensure that quality standards are being met based on customer feedback. We will

require regular inspections and equipment maintenance to maintain product quality.

Another important consideration is the availability of machinery and equipment to

produce our product. The simplicity of the proposed design is such that no complex

parts or processes are required in the manufacturing process. This will facilitate more

potential partnerships with local manufacturers.

The final product consists of a lid, a pump, two tumblers, and the holder for such

tumblers. We will distribute our product in apackage containing all required assembly



parts. All the materials needed are readily available in the target areas and

arealready being used for similar applications. Taking advantage of local

manufacturing facilities will reduce costs and allow for product sustainability.

We will partner with local universities, whose research and development will help us

make technological product improvements. Building capacity at the educational front

will help us update the product through local resources. We willcustomize the

manufacturing process as needed to satisfy consumer needs.In selecting our partners

(local universities, NGOs, and local manufacturers), we will consider their networksin

helping us effectively reachthe target population.

Product Forecast.Partnering with organizations working towards safe drinking water

goals in India include:

• The United Nations Children’s Fund (UNICEF)

• Department for International Development (DFID)

• Centre for Science and Environment (CSE)

• Organization for Rural Sustainable and Environmental Development (ORSED)

• WaterAid

• Society for Community Organization and People’s Education (SCOPE)

• Industrial Toxicology Research Centre (ITRC)

We considered these factors in selectingpartners:

We looked to partner with organizations thatshared our goals and objectives

and that could help us increase awareness and understanding about water

safety and disseminate our product.

We looked to collaborate with NGOs that already are focused on safe water

issues, and to implement oureducational plan with these NGOs, helping to

ensure the sustainability of our product.

We sought to partner with organizationswhose leaders could spread the word of

the benefits of our product, and who could get the word out about our product

through early adopters and outreach representatives of the organization.

We will use the Bass model of product analysis, as this model is effective for goods

that, once adopted, are not repurchased for many years, as will be the case for our

product. This model assumes that potential adopters of our core product will be

influenced by two main types of communication channels: broadcast media and

interpersonal channels.

Launch Schedule.Prior to launchingour product, we will hold a set of meetings with



ourpartnership organizations and institutions, to address any potential issues and

provide feedback on the best approach for launch logistics. In this decision-making

process, we will consider the action area that each potential manufacturer and

supplier can cover. We will also discuss specifics of supply deliveries and

manufacturing times that we can expect, based on manufacturers’capabilities.

We will test our pilot model at the facilities of each partnering manufacturer to

develop a layout plan that satisfies the expected product demand. The expertise of

the local manufacturers is fundamental to oversee potential delays and issues

discoveredduring the process. We will perform these activities over two days. On the

first day, we will identify the overall objectives for each component; on the second

day, we will addressthe details needed for each identifier.

We will discuss all administrative layout issues pertaining to training and quality

control prior to the full launching.During the first month of the launch, the NGOs will

play the main role to promote the product with their already existing target

communities and their specific needs. We will focus on building awareness and

understanding of our product’s reliability and credibility. Each month, we will

undergo a development analysis to verify the culmination of specific short-term

objectives that lead towardourfinal goal.

By the end of the first year, we estimate we will have produced about 200 vessels per

month. We expect this number to increase as we develop trust withour target

customers, and understand the full adoption of our innovation will grow over time.

We will promote our product through NGO demonstrations and through

collaboratingwithall of ourpartners toeducate people about the benefits of using our

approach.



We will engage four main distribution channels:

hypermarkets,

vessel distributors,

water-can suppliers, and

metrowater corporations.

Our product will give our partners greater bargaining power and diversity of offerings,

and we will benefit from their networks.We will benefit from the hypermarkets’

brand power and mass distribution power. We will partner with the metrowater

agencies to increase awareness and increase consumer trust, as they are the water

source of choice for many consumers in subsistence marketplaces.

In addition, vessel distributors will offer our product as a set to families that purchase

cookingvessels, bringing further awareness of our product.We can benefit from the

local water-can suppliers’ networks that reach the deepest parts of the local

communities.



VII. IMPLEMENTATION, CONTROLS, AND EVALUATION

PEOPLE Our target customers can easily integrate our product in their current lifestyles. The

lid and vessel bundle will ensure product set compatibility and ease of use within

homes. While the boiling process may take more time and fuel than many

homemakers’ previous boiling methods, this will ensure that the water is fully

disinfected, as existing methods often do not adequately treat the water. The health

benefits will override economic losses in the long run, as adherence to the

recommended pattern of water consumption is likely to result in less water-related

diseases.

We expect the value chain of the product to impact local economies andpeople’s

lives. By relying on preexisting informal and social infrastructures, such as water-can

deliverers and kiosk owners, local families will be exposed to our productover a large

and comprehensive area of reach. For the society, the addition of a new product to

their offerings helps not only with income, butwiththe ability to differentiate their

existing products. For example, a water-can supplier can market both our product and

their customers’ by replacing the families’ use of unclean well and bore water with



our product, while still offering their water-can delivery services for special

occasions.

Retailers can help implement the trade-in programs. Adopting a model similar to

water-can distribution, where old cans are traded at the company for new, filled

cans, the retailers will receive compensation for the old products and other trade-in

eligible items (i.e., metal pots). This will not only bring extra income to the

community, but also give new purpose to valuable metal tools that are unused at

home.

PROFIT AND FINANCIALS In an effort to become a sustainable company, the SGWInc team developed a financial

business plan that has short- and long-term objectives. While the plan might change

during the implementation process, it should not impactthe core vision.

SGWInc will invest $500,000 USD to initiate the company, and invest over $100,000

USD in marketing and related expenses to create awareness among end users. In

addition, when a consumer brings an old water container and buys a new one, they

will receive a 15 percent discount on the new purchase. This will incentivize the

purchase of our product and create brand awareness and a name for SGWInc.

Ourlong-term plan is to invest in research and development. We will devote 15

percent of the revenues to R&D in an ongoing effort to improve ourcurrent product

and create a more sustainable product. The 15 percent discount on old vessels for

exchange of a new one will remain for the first four years.

The financial analysis takes into account some assumptions: For Chennai, our first

target city, we expect buyers to be10 percent of the population. We also assume that

during the initial investment, since SGWInc is not making revenues, the taxes imposed

on SGWInc will be credited for the following year.

The cost of goods sold for each product is $10 USD. We estimate the sale price to be

$19 USD. In this financial forecasting, SGWInc will make profits in the first five years

of about $173,000 USD, and in the first seven years, close to $600,000 USD. Figure 1

shows the financial statement and NPV analysis.



PLANET We considered the environment in designing the physical product and production

chains. As the primary materials in the product are stainless steel and rubber, careful

maintenance of production lines is necessary to minimize ecological impacts during

physical production. As the manufacturing production will be comprised mostly of

simple processes, no particular difficulty in maintaining ecologically sustainable

practice is expected.

We will keep in mind the road conditions of India and other developing countries as

we design the packaging. The packaging will consist of outer packaging (a cardboard

box) and inner packaging (i.e., “packing peanuts”). The inner packaging will be

composed of recyclable or directly reusable material.

The product is projected to last five years or more, and at the end of the product life

cycle, or when the customer decides to replace the product, a partial exchange

scheme will be available, with pickup anddrop-off services. We can then recycle or

reuse the used product.

MEETING TRIPLE BOTTOM LINES

The success of our product lies in its long-term sustainability. Hence,SGWInc fully

aims to meet the triple bottom line that focuses on the product’s impact on the

people,the planet, and the company’s profits.This is important, as SGWInc aims to

maximize stakeholder success.

People.SGWInc’sproduct will be successful if its intended users accept it. This will be

possible if all the stakeholders involved in making our product cooperate. It willbe

important for our product to gain credibility from the locals in India. To ensure our

product’s success, we will partner with the vessel distributors and sell our product as

a complementary product to their existing vessels.

One way we can measure our product’ssuccess is through feedback from the vessel

distributors regarding their customers’ usage of our products. In addition, in

partnering with the manufacturers of our product, we will gain feedback from the

manufacturing side regarding how we can improve our product’s design.

Partnering with NGOs that are focused on providing safe, clean water will also be an

important partnership for us. Throughthis partnership, we can gain feedback on the

use of our product and enhance it for future roll-outs.



To measure the social benefits of our product, we can collect surveys of households

that have used our product and ask them questions focusing on the product’s impact

on frequency of illnesses inthe household, its impact on the family’s health, etc.We

will measure impact on people through qualitative interviews at key intervals of the

product launch with Safe Water Lid users. These data will be coupled with close-

ended survey data that will measure overall health, well-being, and satisfaction with

water quality.

Planet.Our product is durable, and we optimized the design to meet the needs of the

Indian household. It is manufactured in India, which significantly reduces

transportation and material costs and in turn reduces the number of carbon emissions

released into the atmosphere. We will measure impact on the planet at key intervals

in the product launch by comparing our materials and transportation costs to those of

our competitors. Further, we will measure the impact on planet by tracking early Safe

Water Lid users’ energy consumption over a five-year period.

Profit.As a social enterprise, our product measures the return on the profit by

measuring our financial performance. For this purpose, our product’s return on assets,

return on equity, and profit margin are important measures of profit for SGWInc.

Through successful marketing and development of partnerships in the local

community, SGWInc is positioned for a high return on investment of at least 61 cents

on thedollar. We will continue to measure our profit throughout the product launch at

key intervals through netpresent value and sensitivity analyses.



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A status update.Plenary Paper Session I: Water, 13.



APPENDIX A. FIELD RESEARCH Esvith Palomino &Amna Mahmud Interview #1 (12/28/12)

- 1 son, 1 daughter, lives close, married 19 yrs - Husband works in Chennai

- Workday ~4:30 wake up, clean, breakfast & lunch ~6:30 husband leaves ~10:00 tend to 3 cows and homework ~10-17:30 = doll making ~16:30 daughter returns from school and 1900 husband returns - Usage of borehole water, there is no metro water - 260ft deep bore with submergible water pump. - Neighbor water is at 700ft deep - During rainy season the water raises to 15ft - She reports no shortage of water - Only boils water when someone is sick but dislike the taste - How to see if water is boiling? As soon as she sees big bubbles and the “pot whistles”. 10L of water boiled at a time. - After boiling, it is transfer to a vessel and covered with a plate to prevent contamination. - Washes hands after toilet; before/after cooking

Interview #2 (12/29/12) - Rs. 2000/mo - Canned water taste less than filtered water. - Boiled water taste less than non-boiled water - Boiled water: is very smoky, flat taste, non-filtered - Non-boiled water: sweet, filtered - Three types of energy used for water boiling:

1st: firewood: Worse, they don’t like the smell left by the wood used. 2nd kerosene: less worse since Kerosene will leave the smell as well

3rd gas stove: better than the ones above. But they don’t like it - They wait 30 min to drink water



- Associate illness with winter season. Thus, water boiling is most common in rainy season - When the water is boiled, the consumption is less because of the taste. - Government checks the quality of the water once a year - Usage of 4 tablets (500g) chlorine per 50K litters tank - His bill is subsidized by the government thus is free - Cleans the water tank every 15 days or when requested and It takes 5hrs to fill tank. Once the tank is filled, he mixes Chlorine to purify. Interview #3 (12.29.12) - Sells can water (1 can = 20L) - He buys can from Water Company at Rs 14. The deposit for Can water is of Rs. 150. He sells Rs 25/can - He runs a private company authorized by govt - HE entered the water supply market because there is low and poor quality of water supplied to communities. - He brand positions himself as: Prompt and fast service, good behavior and great quality - He does delivery of cans as well within 30min - He gives “credit” to families that are familiar to him - Borehole water = salty water. Can water = good Water - 5 cans per deli


PriyaGoel& Jonathan Pearce 12.19.12 1310hrs Interview #1 - dollmaker 8 years, 1 son, 1 daughter, lives close, married 19 yrs - husband works in Chennai 40km far - typical day 4:30 wake up, clean, breakfast & lunch 6:30 husband leaves 10:00 tend to 3 cows and homework 10-17:30 doll making 16:30 daughter returns, 1900 husband returns - bore water, no corporate connection - 2000 sqft home - 260ft deep bore, motor inside of pump because of theft - most people not using well - neighbor water 700ft deep - rainy season water 15ft high - no water shortage issues - once in 2 weeks cleans the pipe - water report from water board free from govt - moved here 5yrs ago and prior was pure land, water tested 1 time 2 yrs ago, only will test water again if taste changes - boils when someone sick but doesn’t like taste then - husband brings illnesses from Chennai, other than this no one gets sick - purpose of boiling is for everyone and to prevent spread - doctor talks to them about how to care for animal waste and stay clean.

Doctor gives advice on what to eat, health tips, mostly for ladies - 6 gas cylinders @ Rs. 900/mo, 6 gas cylinders @ Rs. 450/mo - boiling: as soon as see big bubbles with sound immediately turn off; 10L at a time; in winter everyday AM and PM; boil-filter-transfer to sunlit vessel-can with plate as cover…purpose to prevent contamination - last home: govt h20 supply, not very clean, people use can water, moved b/c wanted to own home - electric bill Rs. 350/mo - Rs. 30000 for hole paid 5yrs ago - husband salary Rs. 11000/mo - wife salary Rs. 2000/mo - washes hands after toilet; before/after cooking - ideas: rainwater harvesting, use waste water for plants - member of self help group; education loan with low interest


12.29.12 1500hrs Interview #2 - canned water less taste than filtered water - boiled water less taste than non-boiled water - boiled water: smoky, dull, non-filtered - non boiled water: sweet, filtered - Rs. 2000/mo - 1st worst: firewood, 2nd worst kerosene, 3rd worst gas stove - waits 30 min to drink water - boils in rainy season and when people are sick, rain = illness, likes cold temp in water - once water boiled consumes less, - more stagnant taste water in rainy season b/c moss in pipes - someone tests water once per year - 500g chlorine powder in tank - 1 tank = 50000L - all bills subsidized by govt b/c works for govt - takes 5hrs to fill tank - mixes chlorine with water to make a solution, then pours in tank, b/c if chlorine on top then will float, does this one time in two weeks - satisfied with her ability to maintain and manage water levels, by sight can tell water levels - 700 water connections in the town 12.29.12 1540hrs Interview #3 - 1 can = 20L - Rs. 150/1 can deposit costRs 14/can sellRs 25/can - 1 load = 100 cans, 1 load about 7 days, 1 load about 3 days - private company authorized by govt - why can? Supply low, supply bad

- why you? Promt service, good behavior - phone delivery, 30min - here same rates but city varies, company gives good supply - people no buy can if no money - bore water – salty - can water = good - drink more water when canned - 5 cans per delivery 12.30.12 1100hrs Interview #3 - was farmer 15yrs - morning field work, 9am shop open, takes phone orders, visits field, lunch @ home 2km - travels via two wheeler - store open until 8pm - close shop if need to do decoration work - can cost Rs 22 if company delivery - can cost Rs. 9 if go 15km to buy water - sellRs. 30 - typical wages Rs. 80-120/day - winter 10 customers, summer 30 customers, occasional customers = 20 - customers: sick, pregnant women - 1can/3 days - water source: open lake (drinking), well (drinking) - 400-500 water connections - panchayat water supply Rs. 1000/mo deposit, this water tasty, source on 3-6hrs/day - prefers company deliveries b/c low volume sales - wants to buy truck, cost 3.4-5lakhs, income Rs. 8000/mo - weddingseason post Jan 15thpongol between Rs. 18000-20000/month - water supply tap Rs. 350/mo - customers 5km away, 4 can minimum delivery, otherwise come to shop - 30 cans in winter, 80 cans in summer


- customers: famers (3), Chennai workers (5), business owners (2) - average family size 4-5 members 1x/2 days - customers say I’m sick and doctors say to drink so I want canned water temporarily 12.30.12 11:55hrs Interview #4 - household: wife, husband, 80YO mother-in-law - 13 family members, 1 house, shared kitchen - expenses 500/week for provisions, vegetables and rice from field - panchayat supplies water - when shortage go to 4th neighbor for hand pump - supply 2hrs in AM and PM - store 1000L tank bathing - store in vessels for cooking and drinking - clean water: boil in rainy/winter season, 15-30min, boil in AM and PM - water gets cold in 5 min - boil only for wanting hot water - summers don’t boil b/c want cold and uses filter, only boil if sick - fuel: gas, kerosene, firewood - why don’t boil? Want it fast because hot from field work, children like taste of unboiled - like taste of non-boiled water in summer - issues: stagnation, scarcity, worried about insects because of tiled roof - boiling: looks same, tastes less, smells bad, gas stove means no bad smell though - can water for visitors and trips; good, safe; Rs. 25/can; use small vessels and tumbers - not allowed to double dip tumbler

- large vessel 20-25L, tumbler 150ml-250ml - drinks 2 tumblers after teach meal - boiling photos: no transfer - only uses soap after toilet, only uses soap when dirty; dirty = can see dirt and if was in field 12.30.12 1325hrs Interview #5 - no education - can write name - tank 30000L - 3hrs continuous power - 6am opens valve - unpredictable water supply - summer cleans once/15 days; winter cleans once/10 days - brush, bleach, 4 tablets chlorine - immersed motor in the well - 300 ft from well switch - Rs. 2240/month operates 1 tank; additional Rs. 250/month for additional tank - 2nd job maintains land 2000/month grows sugarcane 12.31.12 1130hrs Water Expert #1 - How do we come up with design ideas? 1) problem solving 2) inspiration 3) storytelling 4) innovation 5) technology 6) special needs 7) human factors 8) sustainability case: tractor for Indian market; small farm size; family transport; used in all conditions; pride for farmer


case: stethoscope for rural Indian market, add springs and casings so that hand vibrations not transferred case: incubator for Indian rural market define the user 4 steps: observe, ?, experiment, implement; stay concerned with all touchpoints and with primary user deliverable: product configuration, styling, engineering, prototypes work: iterative, see if it works, back up solutions, add cases, user experiences, assumptions case: eradicate open defecation - problems: no waste for sanitary napkins, children’s needs not met, smelly, dirty tiles - design: universal design principles, inclusive design principles 12.31.12 1345hrs Interview #6 - diploma in nursing, 5yrs experience - fulfill mother’s ambitions - 2yrs heart ward; 1yr outpatient clinic - take care of patients, pulse, temp, administer meds - water: usually canned but sometimes patients bring water from home - why from home? Patients say “water not accepting my body”, put herbs in water, 3/10 bring from home - boil 10-15 minutes - what questions do you ask patients? What container are you using, did you boil, how long - patient lies only to keep visitors longer hours - general ward 5 nurses/30 patients

- clinic patients diseases: fever, gyno, ortho, peds, skin - advice to pregnant women: drink boiled or purified water, use clean water for toilet, check and change toilet water, pets with open wounds and with stones ONLY drink more water - normal water amount 3-5L per day - advice recently delivered: milk, feeding, care, drink water - formula after 10 months, mix with hot can water that is boiled - no bottles, more tumblers and spoons - giving advice: 1) what is problem, 2) understand severity/type of patient, 3) uses posters and pictures - example of poster: people drinking from pond and animal bathing in water - pictures give more info - treating: can, filtration system - govt tank 3000L - own purified system Rs. 3000, free maintenance, chlorine container on top portion of body, battery Rs. 800 7-8months, less cost, they’re busy, need to leave quickly so cannot wait, not safe to put can outside - pure system advertisement: must boil, as good as boiled water, canned gives irritation in throat - boiled water tastes good when hot and bad when cool 12.31.12 1500hrs Interview #7 - studied to 10th standard - bore water for washing - govt supply water for drinking and cooking - filter with nylon cloth, sit 2 days, boil - canned water for children Rs. 25/can - drinks more water when tired - could afford canned if Rs. 10-15/mo - kids get daily washed water bottle


12.31.12 1540hrs Interview #8 - rented house Rs. 1500/mo husbandRs 7000/mo - drinks canned water - 1 can/2 days - Rs. 25/can - govt supply cooking - well water to clean clothes, vessels, house - ifgovt supply not available then cooks with canned water - can smell chlorine in rice if use canned water - dr. advises to boil when child is sick 1.1.13 1130hrs Interview #9 - husband is driver - 1 daughter 10YO - sister’s daughter 22YO - Sri Lankan - studied till 9th, came to Chennai b/c of father, lack of English, had job in transportation - mat weaving and cleans offices - married @ 24 YO - child drinks canned water, had TB one year ago - bore water: washing clothes, cleaning - govt water: cooking - boil until see bubbles, 15 minutes cover and leave little opening for cooling - has 4-5 large vessels and boils 1x/day - husband no boiled water, just doesn’t like it - advice received: mother said during rainy season boil, niece said to have canned water, doctor said no ice water and no cold water - gas stove, 1 cylinder, Rs. 450/month - 1 can/1 week, Rs. 25

- filter with nylon - husband uses ice cubes for alcohol, refuses boiled water - wife rarely gets cold - store water in smaller vessel, keep on table - use small pot or tumbler - all people use same 1 tumbler for whole day - dries hands with towel, washes hands 1x/2 days - pictures: no spoon, uses tumbler, no transfer to new vessel - sometimes metro water not clean, when water not clean go to nearby govt office and demand cleaning and use tank water in meantime 1.1.12 1245hrs Interview #10 - helper in primary school, studied to 8th standard, earns 3000/mo - husband is water can supplier - drinking can water, 1 can/3 days, 1 can/Rs 30 - for all other purposes use govt water - from village, used well water - switched b/c of fear of illness - kids bring canned water from home - kids school finishes 1630, mother finishes 1800, father watches kids - when sick Aarthiya drinks boiled canned water - own bottles of canned water, sometimes share with others kids - kids wash hands with water only, no soap at school but at home use soap - hands dirty when play PE and touch floor and use rubber, then wash hands


1.1.13 1330hrs Interview #11 - 1 wife and 2 kids - botany diploma - products: antacids, diabetes, eye, antibiotics (fever, viral, bacterial) - govt water is contaminated - slums people have diarrhea, acidity, ulcers because of fast food - Cefixime with Ofcacine is Rs. 25/1 tablet branded and Rs. 10/1 tablet generic - diarrhea if Rs. 6/tablet - poor often buy 1-2 days course of med but middle class buy full course - 3 types of water: vore, metro, can - boil always 15 minutes - 3-4 cans per week. 1 can/Rs 20 - can water is fraud so doctors tell patients must boil can water - Aquafina tastes sweet, can tastes less sweet, metro tastes chlorine, boiled can no taste - time decides how much husband helps with water safety - why increase in meds dispensing? No govt participation, no time to cook and eat healthy, urbanization, everything is contaminated, increase liquor, increase stress - “humans aren’t interested in medicines. Medicines are compulsive.” 1.1.13 1410hrs Interview #12 - can water for drinking, bore water for all other purposes - no metro water connection - boil can water in winter and rainy season - 1 can/2 days - 1 can/Rs 25

- gas costs Rs 420/60 days - daughter got typhoid 3 m back so changed from can to boil can - boil from large vessel to small vessel to tumbler - boils AM and PM 1.2.13 1030hrs Interview #13 - husband is mason, gets Rs 300/day - husband sick a lot from alcohol - water sources: well water, lid on top when boiled, filer nylon - boils 14 min - uses stick oven, gets wood from field - problems with water: algae, chlorine smell from 1x/15 days - kids drink 3-4L/day, uses school water tank - feels water is fine - boils in winter so that it’s warm - warm water makes children not sick - summer time warm water available through pipe - sometimes mix normal water to make it correct temperature - wash hands without soap 1.2.13 1105hrs Interview #14 - Rs 2400/mo - 22 years water board dept employee - turns motor and tap on and off - cleans tank 2x/1 month using bleach powder - tap water is ok, no boiling necessary - cleaning process controls bacteria only a little bit - villagers come and complain about larvae in water so then he cleans it


- chlorine tablets only available in past 10 years. Prior to that used bleaching powder - part of most well known people - village nurse talked to heads of village. He talks to her 3x/1 month - no village doctor - went to doctor 3yrs ago for hip and bone pain, took bus, 40-50k away, took 1hr - gets advice from village nurse on cleaning, doesn’t know how to improve problems - no one taught him to do job - talks to other operators on covering when sick and about cleaning, they all do same procedures 1.2.13 1155hrs Interview #15 - tank water usually but can water in rainy season - water tank operator is her uncle’s son - village nurse trains her whole family - boils tank water 20 min only in winter when canned water not available - canned water best b/c of safety and b/c filtered and b/c everyone buys it, then tap water, then boiled water - identifies difference through taste and sight. Looks green color in rainy season - don’t boil all the time b/c power and b/c don’t like hot water - would choose tasty water over safe water. Tasty water would be tank water. - saw dr. 1 month ago for fever - sees village nurse 1 time/1 or 2 weeks - village here has good wter b/c of nearby lakes - gas is Rs 440/3 months

1.3.13 1510hrs Client #1 - increasing women role in agriculture, farm, cattle, also raising kids - machinery very man-centric, create new machinery that are women friendly - JD 1st power steering tractor in India - customers used to be farmers with 50-60 acres, now farmers with 1 acre - men more familiar with women with JD b/c men harvest - interested in women as target market segment only a 6month old project - financing through govt, nationalized bank loans - not a tractor seller but rather a solution provider - once it starts will spread like wildfire - manual: sugarcane, cotton, transplanting - 70% of freshwater consumed in farming want to bring water to roots and not overfeed plant


In Woo Jung Interview #1 - 2 sons; 1 son - 9 standard; 1 son upper

kindergarten - get up @ 4 (prepare coffee, tea) - 8:30; everyone finishes morning

breakfast. Children off to school - husband goes to work by 9; has lunch

with husband - daily: 9 onwards: clean house; 30-45

minutes - daily: wash clothes; no washing

machine; clean vessels; 2 hours - also sells sari - 1~1:30; finish housework & UKG son

comes - 3pm son returns from standard;

prepare snacks - 5pm finish everything; relaxation; not

TV; snacks @ 5 - sons go for tuition; return by 7

(younger); by 9 (older & husband) - clean; spill water & clean - make

rangold mark - 930 finish; 10pm clean vessels (10-

15m) - runs a SHG - monthly 20 members; housewives

being productive & giving aid - discuss activities; prepare loans;

repayments; MLC training (10 ppl) others also informed

- some people do business; - otherwiseleaves home to buy

materials; wholesale 15km - customers come; she also delivers - Bank loan 2lac -> 3 lac -> 4 lac

daily tasks: breakfast, clean, washing clothes, washing vessels, prepare snacks

- water use - drinking purpose: buys can water

- good drinking water - keep in container; pot (5) use

for cooking - 15-20 minutes of pumping - boil& drink - sometimes waste / sewage

water gets mixed in - water jug (20 gal) 30 rupees - 10-11 then clean water - 3 days wait for dust to

sediment; put into another pot - boil then use (pump water)

- now use canned water - only 50% use can, 50% use boil - some don’t boil, use directly

from corporation ( 25% persons) - NOTE: take the stats with a

pinch of salt; only one person’s estimate

- kerosene& PG stove - corporation water has problems with

sewage; so when there is a problem; no use

- small boy; sick with fever; 3 days; paracetamol - ordinary fever

- symptom& medication - dysentery; 2 months back; 2 days;

doctor; 3rd time; if need to be, admit to hosp.

- cannot identify cause; don’t know - also typhoid, malaria - sanitation; attached bathroom; soap

wash whenever using the bathroom & before cooking

- family members wash hands w/o soap - when she tells to wash with soap,

then use, otherwise no - primary health center; family planning; - some posters like pictures shown


- water bottle sunlight; constant - only 2 days she did; - difficult to do; climb up to fasten - children play with water; no time to

do this - usedpureit; stopped - 2 months; 400 rupees; too expensive;

can 100~200 rupees / month - people don’t have faith in this; & not

tasty & smells - fuel - 100 rupees / month Interview #2 - supplies water cans; 10 standard

education; 29 years old - he started his business; no employee;

only one person (himself) working - 6:30 receives calls for water - gets cans from supplier (cans) - gets water from wholesale company - 1 for 2; 1 for 8~10 km - one auto; 45 cans/20 liters - 25 cans can load @ a time; - three-wheeler - 150 customers; alternate days; 30%

new to canned water; - uses two wheeler for delivery; for

individual deliveries - collects empty cans & gets new cans; - cans washed by hot water in

corporation - buying& selling 8 rupees/can (Water),

sell 25 rupees/can - started with 15 customers only;

“noticed”d them (bulletin) - have competitions; some 20 rupees /

his 25 rupees/ some also 30 rupees - advantage: timed delivery; purified

water; - business tens~1000s - why start? worked in private money

exchange shop; 10k/month; not

satisfied; no respect by the owner; worked 7 years

- next step: own business - business start; rented - each can: 15 rupees. he had sold for

25 rupees - now 8 rupees (b/c he picks up

himself) - capital: 75k rupees/savings from

work; can 80rupees - timed delivery; 5am goes to company; heavy rush - 630: leaves the company; 7 gets

home; 730 - starts getting calls - truck: 35k; fuel: 3k rupees - 2 wheeler; 2.5k rupees fuel

- 5 cans capacity; 1 customer: 2-3 cans

- 50 customers/day - why the companies & not other

companies trusted? - power cut; - company cans need rectify - taste in rainy season - money collection: post; 10 cans/ some

finally pay after a while; - customers don’t cheat; take time, but

give Interview #3 A: 3 children; 2g 1b; 2g married; 1b engineering; - housewife; husband retired from

electric company; runs small shop in house; sells cupboard; buys old; repaints & sells

J: 36; 1 daughter; B tech; 2nd year; husband; hotel works as supervisor; 10k/month; self is nurse R: 54; 2s 1d; 1s - editor; 1s dancer cinema; d in SaadiArabios; got married; husband no more. A:


- 630 get up; water clean; decorate; take bath; prepare tea

- 8: breakfast ready; uses washing machine to clean clothes; goes to shop; comes home for lunch

- goes to buy vegetables; 1230 lunch ready

- free time; watch TV - has a sewing machine; gets orders &

supplies - evening: goes to temple J: - 5am get up; 5-6 cleaning, cooking all

done; breakfast & lunch - daughter goes to college; daughter

needs to get in bus by 7 - feeds the daughter; she’s not getting

up - husband’s shift changing ( night &

day) - morning: food only; afternoon: wash

clothes - 4/4:30: all finished; 430 - own coffee

time; 5-6 prepares dinner; 6: daughter comes back from college; goes to bus stop; 25mm walk; comes back with daughter

- 6-730: daughter hw; 8-830 TV program R: - 5am getup - has a housemaid who stays w/;

housemaid does all the work; - self 5-515 prayer & read the Qu’ran - 6: daughter gets up; 6-15 program TV;

Christian station program; news - grandchildren get ready to go to

school; help them - one son; works as TV channel -> 9am

goes to work - another son; dancer: outdoors;

shootings - 9am; done with breakfast - 1230 done w/ lunch; nap afterwards - evening prayer; 5 times a day

- watch the news - daughter in law takes care of; A: - well water; clothes; clean vessel - metro . corporation water - bathing .

cooking - filter& boil J: - only metro water; canned only for

daughter - 1 can/week; daughter says metro not

purified; doesn’t like - family doesn’t use -> cost; metro

okay; taste okay R: - ground / bore water; all purposes - canned water for drinking - people had sickness so switch over;

purifying system @ home questions on boiling A: turns off the heat within a minute of bubbling J: 15-20 minutes; volume decreases as a result R: use pureit - is best; washing hands: A: toilet - soap; cooking; water only J: before cooking; usually no soap; only toilet- soap R: no notes MLC: A & J attended; through SHG; sent information note: education / awareness; no proper health education; poor people; don’t follow any training . poster Water Expert #1


Krishnagirik district; - government-supplied water + surface

water source; - testing for quality of water; local

knowledge; pressure the local government to control water quality well; most of the time usually for bacterial quality

- developed simple-to-use water quality testing; writing the manual in understandable language

- from specific, scientific, decimal test to simple “good or bad”

- many villages don’t have regular power; electricity difficult; gas also difficult to find; boiling as treatment can be difficult; chlorine widely used as means of treatment

MylaiBalaji Nagar Slum, Chennai, India - 10k people, 2.5k family. people from

Mylapore; no power charges; no land taxes

- Providing water to underprivileged

people in urban areas; ex. slum doesn’t get pipeline water; lake nearby; now completely polluted;

- public taps are there; water comes infrequently; 1-2 hr/2-3 days

- household filter + chlorine - whatever the solution -> extremely

cost-effective; culturally acceptable to people; work along people since design stage; people feel that it’s theirs;

- local people, local result: extremely well received

Water Expert #2 - going& giving basic training on water

quality; how water & health are related; videos - good & bad practices < - visualization; causal relationship explained

- not changing infrastructure, but repairing and doing remedies

- community involvement in technology development

Krishnagiri: (Panchayat, Kaveripattman, Thally blocks) note: states-districts-blocks-panchais-32-50block- - open defecation rate 75% - all the water sources contaminated - low literacy, low inome, gender

discrimination - females get married off - analysescheeles - government involvement - *sincerity& commitment level - men don’t care about water - women do housework; women’s

subject & responsibilities - quantity not a problem; subsidy is

dangerous - makes people dependent MaylarBalaji Nagar Slum - better waste management; farther

from the wells; water sources - 2-3 hours/7-10 days; no comm - bucket filter: sand; charcoal; chlorine - many prototypes; feedback from

community members; - size, safety, treatment effectiveness,

capacity, affordability, ease of use, durability

- 405; 300 rupees; 40 rupees is about; Water Expert #3 - contamination: manmade; - vision earth ***.com - IIT Bombay - microbial system gets better w/ age - waste management plant; gardenlike Interview # 4 - 39 years old; works 2 handicraft

&dollmaking - husband works @ Chennai ( 40km)


- gets up 430, son studying engineering 3rd year; daughter studies; 1s1d

- cleaning works; prepares breakfast & lunch

- husb. starts 630 - has a milk cow / 3 cows - 2 months later cow will give milk - 10 alldown - take on cows; etcdown - 10am arrive at work - 8 years for dollmaking - lives nearby ( sometimes takes lunch

w/_ - daughter 430 home - finish work @ 530 - husb& son return 7pm - 7-8 finishes work - no water connection - no corporate water - borewell; brown water - all purposes - good for everything - house 2ksq ; bore @ corner - another corner to let; bathroom - bore - tank motor -> tabs - bore water; theft; motor immersed - if w/o bore, water from/ - directly using from tap; given water

for taking; chlorine present - clean every 1~2 weeks - own testing; government is testing;

only once tested; 2 years ago - water is good; no need for testing

(based on taste) - husband brings all the sicknesses; if

someone gets sick; doctor advices to give boiled water to the sick person

- 95% persons use bore, only 5% purifier - fuel; 450 rupees / month; if boil; 30

days cylinder; if no boil; 45 days - subsidy: 12 cylinders -> 6 cylinders /

yr; 900 rupees / 6 cylinders

- at functions; canned water ; relatives asking for; relatives don’t accept bore water;

- boil- immediately turn off @ bubbles - vessel; contains 10 liters - boil - filter - contain to another

vessel; exposed to sunlight - Previously: government water; water

not clean; people use canned water for drinking purposes; moved; owned current home with own money; stored water; plate on top of vessel

- 30k for well boring; 20k for motor,

etc; loan from husband office - plus 1 lac for daughter giving up - 350 rupees month electricity - 450 subsidy 6 months gas + 900 6

months Previously - only toilet usage w/ soap wash - now also before cooking & serving - children educated & tells mom - water wish - rainwater harvesting; implementing;

invested - plants - getting loan for education - found ; SHG came to know; came to

know info about training Interview #5 - age: 46; husband passed; daughter married - taste of water; less taste when

boiled; more taste w/o boil - no boil: sweeter; boil: smoked; dull - family income 2k; used to live in

place; might sleep at the pumping station

- use firewood and kerosene for fuel; gas stove; generally used;


- taste of boiled water better if used gas > kerosene > firewood

- boil; wait 30 mins; taste goes down; by day (next day) get better

- believes taste b/c of taste, not odor; - likes cold water; boil cannot be cold - caned water has lower taste; filtered

has better taste - note: filter is not really filter at all - not taste; associated of season, not w

taste; decision to boil or not, still consume less

- summer: water has less bacteria - belief: summer: not much water;

winter/ rainy season; more water-> more impure; more stagnant water; moss in the pipe more likely

- somebody comes once a year to test / report

- they don’t tell her or ask her anything - same water at home as well water - sometimes worms come through tap;

see it; taste different - ask the tank responsible to clean the

tank - tank is chlorinated; weekly not sure;

missed - how much? - 500g measured by gov / powder; 3~4

tablets per full tank; cleaning 100g - income is 2k / month from gob;

expenses none on water maintenance - household expense & also covered by

gov - 5 hours to fill the tank; if power is on,

then go; otherwise continue after power comes back on; 15 days once clean

Interview #6 - 30 years old; on his own doing the

business - on his own doing the business; - can deposit 150 / can - supplies;

- company: 14 rupees, get for; 25 rupees

- in winter; 100cans / week - summer / 100 / summer - why do buy canned water? b/c other

water contaminated - why buy from him? good prompt

service - people order; he delivers; 10 - 30

mins - all people same price; price varies

more in city - whyppl don’t use canned water? no

money; - self doesn’t like bore water;

previously good; not getting salty - canned water good taste; company

puts minerals in - can identify only when with bore

water; drink more when drinking canned water

- how expand? depends on people’s needs; some bore wells good; people use

- any way to treat salt water? at home purifying systems; sales decrease

- about 2 rupees / can delivery; 5 cans / 2 wheeler

- cans w/o delivery: 7 rupees; paying double for delivery

Interview # 7 - 40 years old; 7th standard - sound service business; function

decorations - water can supplier as well - 15 years ago; father & self

traditionally farmers - as side business, did sound service;

still doing farming - farmer& field work only in early

morning - wife works in daycare; wife doesn’t

help with farm - hires laborers


- opens shop by 9 - main work: supplying mineral water - electrical work on demand - whenever customers call for water;

deliver on demand - when no calls, sits 2 shop and visits

field - tells neighbor shop to take care of

things - all cans are in the shop; has a two-

wheeler bike - company delivers water cans for him

to him - company gives can for 22 rupees;

selling for 30 rupees; delivery by company 22 rupees; take self (15-18km): 9 rupees

- borewell water potable - most people cannot afford canned

water; 120rupees daily income; 30 rupees exp. people still get b/c power failure; water supply fluctuation

- 10 customers / winter; 1 can 3 days - summer; 40-50 - 20 occasional customers; relatives

visit - get customers how? pregnant ladies; - people otherwise use open lake

water; drink also; open wells; hand pumps (gov fixed); panja; water supply - tank water; like taste of lake water; some people keep using; some boil the lake water; others don’t. self use panjai water; not using canned water at home; has a can open at business for customers; had business for 2 years

- likes taste of gov water; only use can when low gov supply. gov supply tasty and can tasteless

- no own tank; doing minimal scale business; summer more customers; thinking of buying truck; 3.5 or 4lac (new) - expensive; old 1 lac; need to find money

- monthly 8k - 12k income; 18 - 20k on high function month; individual house connection; 1k depyrly350 rupees for tab/pip gov water

- 2-5km customer distance; if farther; if 1 can only, they have to get; 4 cans can carry at 1 time; store holds 30 cans; summer 80-100

- gov water; 400-500 individual connections; regularly supply; when power cut, in 24 hours, 3~6 hours power; other times power shortage; when power is there, fill overhead tank; also collect in small pots;

- family sizes: 4-5 also 10; more members: 2 days / can

- 1 can: 100 rupees; water 30 rupees; - doctor advice 0< thus use can; water

(can) remedial, not preventative Interview # 8 - 30 years old; farmer work; - self, husb, mother in law 80 yrs old;

enjoined family - all fieldwork; 13 members in one

house; husb in charge of taking care of family; another family - 2 children

- income; expenditure; need 500 rupees / week; provisions;

- what kind of water used at home? municipality water; use for? all purposes also for drinking; when power shortage, bore water; pump; not paying any money to gov; 2 hours water / day; if power, also 1-2hours evening also;

- morning 6-8am - store up @ overhead tank; brick tank

1kL capacity; cooking & drinking; store separately in vessels

- thinks bore water supply is clean; still filters; knowclean, but in rainy season boils water;

- 4 vessels; rotation of water; boil 15-30 minutes; firewood a lot; we filter


water; it’s okay; boil water when children get sick;

- fuel: gas, kerosene, firewood; mainly firewood for boiling; big bubbles + 5-10 minutes

- why not boil? children won’t drink boiled in summer; ppl want water right away; cold & at desire; small smell & loses taste

- boil - close lid; save water; minimal water; don’t allow water to stagnate; boil & drink clean water; after clean vessels, when water stagnate, sprays phnile (disinfectant) insect repellent - insects live in roof; some insects & animals

- if wait after boil, taste & sell still different;

- gas stove no smell; taste still different - canned water taste & smell good;

children used to reach in; she closely watch & teach; no more reaching

- 20 - 25 liters large vessel; boil 2 times; morning & evening

- tumbler 100-150ml - guest; small vessel 500ml - SHG meetings; - only water no soap if her hands are

clean; else use soap - dirty: particles on hand or not: dirty /

clean - when cleaning vessels, vessels, farm

work dirty Interview #9 - 49 years old; didn’t go to school; only

able to put his signature; family poverty;

- job: water pump operator job / work; maintenance

- 30kL tank; takes 3 hours with power to fill; 6am need to open wall supply water;

no timing; continuous goes

- 12 o’clock if few ppl use water finished; 730 - 800 gets empty if many use - once he opens water, comes home - when power comes, he goes to pump;

main problem: gov gives power; sometimes time different / varying; whenever power is there, goes to pump and waits there;

- up to filling water; or power out, return when power on to continue; yesterday 3 times power shut off; in summer, 15 days / 1 clean; winter 10 days / 1 time clean

- cleaning the tank: climbs up the tank and gets into tank thru ladder inside; insects & spiders brushing & clean; bleach; fill ^ clean & drain; fill again; 30k / 4 tablets; everyday add esp this season

- operates 2 tanks; 1 tank 2240 a month; if addition, 200 rupees;

Subsistence Marketplaces Initiative| Brief Cases Page 0


Bernardo Vasquez Dec/28/2012Interviewee #1 Husband works in a printing press. She and her husband studied till 10th standard. She spends two hours every day on washing clothes and vessels. She sells saris and clothes. She cleans her house twice a day. She has 2 sons (10 and 14 years old, both are studying). She shares the water with other 6 families. Income is 3000 rupees per month. Washes clothes near the well, other people wash their clothes there too. Husband earns 8000 rupees per month. She is a community leader. She buys 25 L bottled water for 30 rupees for cooking purposes. She boils water for drinking purposes. She has a gas stove, or she uses kerosene. She boils the water for 30 min. Before boiling she let the water settled for 3 days. The wastewater collection system where she lives doesn’t work. She knows about some filter options but doesn’t have faith on them. She likes the taste of the bottled water. She spends about 100-200 rupees per month in water, and about 400 rupees in gas/kerosene. Dec/28/2012Interviewee #2 He is a water supplier. He gets the water cans from 2 dealers. He has a truck that he uses to transport the 20 Lt cans, he can fit up to 25 cans at once. He has 150 customers and supplies water every 2 days. He started his business when he was 15. He returns the empty cans to the dealers and gets filled ones. He buys the cans in 8 rupees and sells them in 25. Initially the customers pays125 to buy the plastic can, after that only 25 for the liquid. He said he has many competitors. He says people like his service because the water is good quality, and his cans have good appearance. Most of his customers were already using bottled water and switch to his service. Previously he worked at a money exchanger but felt he was not respected there and decided to start his own business. He spends around 3000-2500 rupees a month on getting the water from the company. He does about 35 trips a day to deliver. He said that during rainy season the taste of the water changes. Dec/28/2012Interviewee #3 She has 2 daughters and 1 son. She has a small shop in her house. She has a washing machine to wash clothes. In her free time she watches television. She is a cloth supplier. She goes to the temple in the evenings. Her husband arrives home for lunch. She uses well water to clean clothes. She says that sometimes the metro water is salty and yellowish in color but she uses it for cooking and washing

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(bathing?). She boils the water for 1-2 min. She washes her hands only with water; she uses soap only after using the toilet. Dec/28/2012Interviewee #4 She has 1 daughter. Her husband works in a high-class hotel as a supervisor. Her husband earns 10,000 rupees per month. She gets up at 5 am to clean, cook breakfast and lunch and get her daughter ready for school by 7 am. Her daughter washes clothes by hand. She walks 20 min to pick up her daughter after school. At night she watches TV from 9 to 9:30 pm. She gets bottled water for her daughter; for her she uses metro-water because is cheaper and she likes the taste. She boils the water for 15-20 min. She doesn’t wash her hands before cooking. Dec/28/2012 Interviewee #5 She has 2 sons (one is an editor and the other a dancer) and 1 daughter that is married and lives in Saudi Arabia (her husband past away). She gets up by 5 am; from 5 to 6 she does religious practices. She doesn’t work; she just plays with her granddaughter. For drinking purposes she uses bottled water, for cleaning she uses well water. Dec/29/2012 Interviewee #6 She is an art crafter. Her husband works in Chennai. She gets up at 4:30 am. Her son studies engineering. She has a daughter that is also studying. She finishes cooking by the time her husband gets up (6:30 am). They have 3 cows. She arrives to the handcrafting work (doll making) by 10 am. Daughter arrives home by 4:30 pm. Husband and son get back by 7 pm. She finishes all the work back at home by 8 pm. She uses the water from a bore well that she owns. Water level is at 100 ft. depth. The bore well is 260 ft. deep. In rainy season water level goes up to 15 ft. depth, in dry season 150 ft. depth. In the community where she lives each household has their own bore well. In 2010 the government tested the water from her well and reported that it is good for consumption, therefore they don’t further treat it. If somebody in her neighborhood gets sick she boils the water, otherwise no. Her husband is the one who gets sick more often from working in Chennai. She boils water in the rainy season but people generally are ok with the quality of the water. She has a gas stove and spent 400-500 rupees if she needs 6 cylinders, if she requires more than 6 cylinders the extra ones cost 900 rupees. She boils 10 liters of water at a time. After boiling she transfers the water to another vessel. She covers the boiled water with a lid. At the previous village she used bottled water. She pays 350 rupees every month for electricity. Her husband earns 11,000 rupees per month and gives her 2000 rupees for expenses. Dec/29/2012

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Interviewee #7 She has kerosene stove. She waits 40 min to drink the water after she boils it. During the summer she sometimes boils the water but generally not. Boiled water is less consumed because people don’t like the taste of it. Storage tank is chlorinated every 2 weeks with 500 gr of chlorine powder (3-4 tablets) for 50,000 Lt. of water. It takes 5 hours to fill the tank. There are ~700 tap connections around the community. Dec/29/2012 Interviewee: Muthu? (30 years old) He is a bottled water supplier. He paid 150 rupees for 100 cans of water. He buys them for 14 rupees and sells them in 25. He sells 100 cans in 1 week during the dry season, and the same amount in only 3 days during the rainy season. He delivers within 30 min after he receives a call request. The name of the company from which he gets the canned water is Aquapark. He said that he water from the bore wells is becoming salty (minerals dissolved). Dec/30/2012 Interviewee #8 He studied up to 7th standard. He provides electrical service and is a bottled water supplier. Farm work is his main activity in the early morning. His regular business is water but keeps some electrical supplies in his water shop. He orders the bottled water from the main company and they deliver to his shop. He has 2 sons and 1 daughter. The company is 15 km away from his shop. The bottled water costs 22 rupees if they deliver. He sells the bottles in 30 rupees. If he goes to get the bottles from the company they cost 9 rupees. He has 10 regular customers and provides the service every three days. He knows that among his customers those who consume the water are pregnant women and sick people. Other alternatives for water sources are 5-6 hand pump wells and the distribution system provided by the government. He has been in the water supply business for the last 2 years. He consumes the water from the distribution system and only uses the bottled water when there are shortages from the one provided through the dist. System. He prefers the tap water because has more taste. His income is around 8000-12,000 rupees per month. His maximum income has been ~20,000 rupees/month. He prefers that the company delivers the bottled water to him. Water from the distribution system is supplied daily 3-6 hours a day. The connection to the distribution system is 1000 rupees initially and after that it is 300-350 rupees per year for the water service. He collects water in small pots but doesn’t really store them, get fresh water every day. His stock consists of 30 bottles of water and can deliver up to 4 in one single trip. People buys bottled water when they get sick, when they get better they stop buying bottled water. Dec/30/2012 Interviewee #9 She does farmer work with her husband and mother in law. There are 13 members in her house; her husband takes care of the household. She has 3 sons; her husband’s

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brother has 2. She spends ~500 rupees per month on groceries. They use municipal water for everything. Whenever there is a power outage the go to the bore well and collect water with a hand pump. She doesn’t pay anything for water. She receives the service for ~2 hours a day (from 6 to 8 am) and stores water in a brick tank with a capacity of 1000-1200 liters. From that water she pours into some small vessels and uses that water for cooking and drinking. In the winter and during rainy season she boils the water. She boils water 2 times a day, for 15-30 min. She gets firewood from her land to boil the water and cook. She cools down the water with a fan. When she receives the water the uses a nylon filter to filter the water she uses for cooking and drinking. She has 3 types of stoves; gas, kerosene and wood. Need= provide a product to improve water taste since she can perceive the smell from wood in the water after boiling. No smell when she uses gas stove for boiling. Sometimes she buys bottled water; pays an initial deposit of 100 rupees and afterwards 25 for the liquid. She tries to avoid getting the boiled water contaminated by not introducing her fingers or a dirty vessel I the pot, but she knows that children are not careful regarding this. She stores 20-25 lts of boiled water per vessel. When she drinks water she consumes 2 glasses of water (~500 mL). She hasn’t received any formal training on safe drinking water education. Dec/30/2012 Interviewee #10 The tank is 30,000 lts. Capacity and it takes about 3 hours to fill it. He fills the tanks whenever there is power. In the summer time he cleans the tank every 2 weeks, in rainy season every 10 days. He adds 4 chlorine tablets to the full tank every day. He is in charge of 2 tanks and earns 2500 rupees/ month for this. He earns 2000 rupees extra for some other filed work he does (sugar cane). There are 4 tanks in the village, each tank provides water for 50 families. Dec/31/2012 Interviewee #11 She has 5 years of experience being a nurse and works in one of the 5 leading hospitals in Chennai. Work hours are 8 am-4 pm. She works at the division of heart related diseases, checking the patients and giving them medicines. At the hospital there is bottled water available. However, it is common practice the patient’s family brings them water from home and the put some herbs and supposedly boils the water even twice. Water is brought in 2 lt. containers. Five nurses take care of ~30 patients. Most common health symptom is fever. Mostly middle class people attend the clinic where she works. She said people are aware of water related issues. Consultation is 70 rupees , but the doctor does not charge poor people if they go. The doctor advise her patients to drink more water (3-5 lt. a day) and advice how to take care of babies. For babies they recommend to boil bottled water. There is no shortage of supplies at her clinic. She said that government promote boiled water consumption, messages in tankers and storage tanks. She uses a 3000 rupees filter system that requires a chlorine container (800 rupees)that needs to be

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replaced every 8 months. She uses the filter because bottled water caused her irritation. Dec/31/2012 Interviewee #12 She uses metro water for drinking and cooking. Bore well water for washing and cleaning vessels. When she collects water in her vessels she uses a nylon filter to filter organics out. She let the water settle for 2 days and then transfers it to another container to boil it. She purchases bottled water for the children, bottled water is 25 rupees. However, she always boils water. She doesn’t like the smell of chlorine. She doesn’t have tap water at home, she has to go 3 houses way. She has four 15-lt. containers. She has a gas stove and also kerosene. The gas tanks are supplied by the government. 1 lt. of kerosene is 15 rupees if provided by the government , or 50 rupees if get it from the market. It takes her 2 hours to cook breakfast and lunch. It takes her 30 min to cook rice. Dec/31/2012 Interviewee #13 She is married, has a daughter and a son, they live in a rented house and spend 1500 rupees/ month on rent. Her family income is 7000 rupees/month. They buy bottled water for consumption, it costs 25 rupees. She has always consumed bottled water. For the toilet and washing, they use bore well water (she said it is salty). She doesn’t treat that water, only a nylon filter and she uses the water she collects on the same day of collection. Bottled water is delivered at home; if she needs it urgently she can go to get it at the shop which is very nearby. She paid 100 rupees for the bottle holder + 100 rupees for the bottle + 25 rupees for the liquid. She can smell the chlorine in the metro water. In case there is no bottled water she boils the metro water. Jan/1/2012 Interviewee #14 She tried to study English but had to stop due to her housewife duties. She got married when she was 24, and has a 10 year old daughter. Typical monthly income = 10,000 rupees (her husband earns 8000 as a driver and she earns 2000). Her daughter drinks bottled water. She and her husband drink either bore well water or metro water. For washing vegetables she uses bore well water. Washes vessels with bore water, rinses with metro water and then adds the metro water to boil (10-15 min). She boils 5 lt. at a time and after boiling puts the vessel aside and covers it. Her husband doesn’t drink boiled water, unless he starts feeling sick; when he feels better he goes back to drink non-boiled water. She said the doctor advise them about illness or smoking, but not about safe water practices. She uses a gas stove to boil the water. 1 gas cylinder is 450 rupees and lasts 45 days. 1 bottle water lasts 10 days. They all use the same cup to drink water. She washes her hands with soap before eating or serving the food. They have had experienced problems with contamination from the sewage. She can tell there is a problem by smell and color

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of the water. When there is a problem with the distribution system the government sends tankers (truck) to the communities. The truck drivers collect 1 rupee per pot/container. The tanker is filled with water directly from the storage tank (therefore, contamination at distribution system). She prefers to drink metro water over bottled water. Jan/1/2012 Interviewee #15 She has 2 children ( 1girlAthya? and 1 boy, Kamalesh?, 9 and 6 years old respectively), and works as a helper at the primary school. She earns 3200 rupees/month and studied up to 8th standard. Her husband is a bottled water supplier. She uses bottled water for drinking. For washing and cooking they use metro water. One bottle of water lasts 3 days. 1 can of water is 30 rupees. Her husband has been working 2 years on the water business and that is when they started consuming bottled water. Before they used well water from an open pond. She knows metro water quality is not good. Children at school bring water from home. Her husband helps her to take care of the children when there is need. Children don’t receive any instruction at home about safe water handling. When her children get sick she boils the bottled water. At school there is no soap, therefore children only wash hands with water. She says this is the way it is at most schools. Jan/1/2012 Interviewee #16 He supplies eye drops, anti-acids, antibiotics. He said people in the slums get the worst quality water, the sewage is mixed with drinking water and is a problem drastically increasing. He knows there have been a lot of food poisoning problems due to unsafe fast food. A treatment with antibiotics costs about 250 rupees (25 rupees per tablet, 2 tablets for 5 days). Only generic products are available in areas close to the slums. Most of the time, expired medicine is re-labeled and sold. Companies charge a high cost for branded medicines. At home he uses bottled water for drinking and metro water for boiling. His family consumes 3-4 bottles of water a week and they cost 25 rupees each. People know bottled water is not safe but there is no alternative, that is why many people also boil bottled water. Rate of medicine consumption has increased a lot. He earns 12000 rupees/month Jan/1/2012 Interviewee #17 She studied up to 9th standard. She uses bottled water for drinking and bore well water for everything else. There is no metro water connection where she lives. During winter and rainy season the boil bottled water. She gets 1 bottle every 2 days (bottle costs 25 rupees). Symptoms when they get sick during rainy season is sore throat, cold like, and they prefer to drink the water warm in the winter season. They know boiling water is a good practice. She is aware of contamination problems with the water through media. She has a gas stove, 1 cylinder costs 450 rupees and lasts 60 days. Recently her

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daughter got sick with typhoid. After boiling the water she transfer it to a different container, she boils water twice a day and lets it cool down for 30 min. In the morning it takes her 1 hour to cook breakfast and lunch, in the evening 30 min for dinner. Jan/2/2012 Interviewee #18 She works managing cattle and her husband builds houses. She has 2 children. Her husband earns 300 rupees per day and spends 100 on drinking. She boils water for drinking purposes. She has a wood stove. Water is chlorinated every 15 days, the chlorine smell lasts 7-8 days. Water is supplied 1 hour a day either 7-8 am or somewhere between 5-8 pm. She has a cement tank with a 50 lt. capacity to collect water. She boils 3-4 lt. of water every day. For her it is expensive to buy bottled water. Sometimes her kid gets itching problem. At the school they drink water from a tank. She doesn’t use soap to wash hands. After boiling, if she wants to drink water immediately she mix it with non-boiled water to cool it down faster. Jan/2/2012 Interviewee #19 He cleans the storage tank every 15 days using bleach powder. Sometimes insect/larva forms in the tank. He uses 3 tablets or 30,000 lt. of water every 3 days to control bacteria and viruses. He doesn’t boil the water, he drinks tap water. When people see larvae or worms in the water they receive they complain and he will clean the tank at that time. Chlorine tablets have been available in the community for ~10 years. The nurse is in communication with him about water related problems. Nurse communicates with 6 well-known people three times per month. Nurse takes care of pregnant women. The nearest doctor is 30-40 km away from the village. If he needs to see the doctor he takes the bus and is about 1 hour ride. He thinks if he would receive some instruction about water quality issues, video would be the best approach. His income is 2400 rupees/month. He doesn’t know how to read. He is not receiving any instruction from the government or any other institution. The important well-known people are the village president, two people in charge of social activities, the person in charge of electricity. He asks the other pump operators to do his job whenever he gets sick. Jan/2/2012 Interviewee #20 She uses metro or bore well water for drinking purposes, but in the rainy season she uses bottled water. During the rainy season, stagnant water mixes with well water. She uses a nylon filter and boils the water for 30 min. In the summer she doesn’t boil water. Family income = 4000 rupees/month. She buys 1 bottle of water per week (30 rupees). She has a gas stove, 1 cylinder of gas is 440 rupees and lasts for 3 months. She prefers bottled water. She buys bottled water because everyone else buys too. She doesn’t think they get sick because of the water.

Subsistence Marketplaces Initiative| Brief Cases Page 0


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