The Safe Water Project

www.path.org

PATH’s Approach to HWTS and Community Water Solutions

Lorelei Goodyear, Sr. Program Officer

PATH Safe Water Project

A total market approach to safer water: Examining the Value Chain

Product or service design

Research and development

Production Marketing Sales and

distribution

Customer service

Health

Impact

Consumer demand and consistent use

Sales and Distribution

Using microfinance institutions (MFIs) to extend the channel of HWTS products to the BOP consumer

Sales and

distribution

• Baseline research indicated <1% uptake in midrange HWTS products

• PATH forged a partnership between India’s 2nd largest MFI, Spandana, and HWTS manufacturer, Hindustan Unilever (HUL)

• HUL expected up to a 7% uptake• Actual uptake was in the double digits

Marketing

Lessons learned from selling fast moving consumer goods

• PATH introduced Aquatabs water purification tablets into Uttar Pradesh, India

• The product has little brand recognition• Market penetration was extremely low• Consumers were fearful• Needed to engage the public sector in an

education campaign

Marketing

Hybrid Marketing Models

PSI Malawi Social Marketing

ANC Hygiene Kits & education

2007 results – 61% use free WG

2008 results – 30% use purchased WG

2010 results – 25% use WG

45% use WG or free product

Product Design

Product Design

Product or service design

• A more attractive, aspirational product, but still effective and easy to assemble

• Stable form factor with improved user-friendly features for refilling, cleaning, and dispensing

• Stackable pieces for efficient storage and transport

Household Water Treatment and Safe Storage: Ceramic Pot

Product Design

Product or service design

• 200-L batch dosing, and 20-L unit dose• Simple, push-button operation• Low-cost core system (under $200)• Design and operating model field trials with

partners in 2010• Flexible implementation (community-based

orgs or micro-entrepreneurs )

Community Water: Smart Electrochlorinator