Survival Strategies in Urban India

JOURNEYS FOR WATER

GAURAV BHUSHAN NITIN GUPTA JENNIFER LEE FUQUA SOMADITYA BANERJEE VAIJAYANTHI IYENGAR JAN CHIPCHASE

220,000,000

220,000,000 people over the next 20 years will move from Indian countryside to cities

Context

migrant growth

Context

50% rise in demand for water

Context

How much time, effort and money spent in obtaining clean drinking water?

Players

Government

People

Players

Private Enterprise

Players

PROS:

Bottle reuse

CONS:

Waste

$.32 per litre

.5L Bottle

PROS:

Robust

CONS:

Hard to carry around /

Dispensing water requires

additional apparatus

$.07 per litre

15L Can

PROS:

Bottle reuse

CONS:

Waste

$.20 per litre

1.5L Bottle

PROS:

Just-in-time

CONS:

Card needs to be pre-

loaded with cash / Requires

trust in a new technology

$.01 per litre

Sarvajal ATM

PROS:

Just-in-time

CONS:

Can’t be stored, risk of

contamination and litter

problem

$.14 per litre

.25L Pouch

PROS:

“Free” /

A known process

*CONS:

People pay in terms of time

and effort, and sometimes

bribes to the tanker driver /

Unreliable source

Free*

Tanker

Cost comparison

Sarvajal

Sarvajal

Sarvajal

“Do low-income consumers trust digital stores of value?”

- IMTFI

Designing a Study

Road trip

Understanding the dynamics

Distribution

Fetching

Storage

Consumption

Personas

What we learnt

Access to water means...

Recontamination...

Access to water is power

Jugaad

Ideas for Sarvajal

#1 Sarvajal Water Tanker

#2 Methods for identifying community influencers

The Big Picture

Product design and strategy consultancy helping many of the worlds most successful companies

www.frogdesign.com/

Funding research that explores the edges of financial inclusion.

www.imtfi.uci.edu/