WASH Market Assessment Nobo Jatra Project November 2016
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WASHMarketAssessment
NoboJatraProject
November 2016
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List of Abbreviation
CBO : Community Based Organization CI : Confidence Intervals DPHE : Department of Public Health and Engineering DTW : Deep Tubewell FGD : Focus Group Discussion FMCG : Fast‐Moving Consumer Goods LGIs : Local Government Institutions LSP : Local Service Providers MFIs : Micro Finance Institutions MHM : Menstrual Hygiene Management NGOs : Non‐Government Organization NJP : Nobo Jatra Program POU : Point‐Of‐Use R&D : Research and Development RO : Reverse Osmosis RWH : Rain Water Harvesting SBCC : Social and Behavioral Change Communication SSP : Sanitation Solution Providers STW : Shallow Tubewell UP : Union Parishad WASH : Water, Sanitation and Hygiene WMG : Water Management Group WSP : Water Solution Providers
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TableofContentsExecutive Summary ....................................................................................................................................... 4
1. Introduction ............................................................................................................................................ 10
2. Study objectives ...................................................................................................................................... 10
3. Study Areas ............................................................................................................................................. 11
4. Study Approach and Methodology ......................................................................................................... 11
Sampling Frames ..................................................................................................................................... 12
Sample Size Determination ..................................................................................................................... 12
5. Study Findings ......................................................................................................................................... 13
5.1 Community Demand Analysis ........................................................................................................... 13
5.2 Supply chain analysis......................................................................................................................... 24
6. Stakeholder’s intervention affecting WASH market development ........................................................ 29
7. Mapping of WASH Product Suppliers and Service Providers .................................................................. 30
8. Designing interventions strategy for WASH market development ........................................................ 30
The significant WASH Constraints and Opportunities: ........................................................................... 30
The underlying Causes for dysfunctional WASH Market ........................................................................ 30
Intervention Strategy .............................................................................................................................. 31
Recommended actions ........................................................................................................................... 31
9. Market Limitation and Distortion ........................................................................................................... 32
Annexes ....................................................................................................................................................... 34
Annex‐1 : Profile of WASH product suppliers and service providers .......................................................... 34
Annex‐2: List of the FGD locations, hardware shops/ sanitary mart and persons interviewed ............. 35
Bibliography ............................................................................................................................................ 36
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ExecutiveSummaryNobo Jatra Program (NJP) of World Vision Bangladesh has planned to provide potable water sources to
meet the needs of 167,200 people, support construction of new and rehabilitation of latrines to cover
107,000 extremely vulnerable people poverty prone hard to rich areas of Bangladesh. It has also planned
to cover 523,640 target audience through Social and Behavioral Change Communication (SBCC) sessions
on WASH to create demand of WASH product. NJP is considering market development approach on WASH
business to ensure proper supply of WASH products and services to the target communities. To develop
the WASH market and ensure promotion and quality of WASH products, NJP has planned to provide
capacity and skill development training to primarily enlisted 250 WASH entrepreneurs, masons and
mechanics. The project would like to incorporate the promotion of identified WASH products into SBCC
efforts to increase sustainability of key behaviors such as hand washing, water treatment/ storage and
latrine maintenance. The project has also planned to work with some selected manufacturers/suppliers
of WASH products in a range of different activities to promote and facilitate linkages between consumers
and WASH businesses.
NJP also like to ensure women’s access to its WASH business activities by ensuring market research
conducted is gender sensitive and identify methods of strengthening women entrepreneurs, as well as
possible methods of reaching female consumers given their limited mobility.
NJP has engaged Change Maker to conduct the above WASH market research in the selected project areas
with the following objectives:
Develop WASH business mapping to analyze the business information of WASH entrepreneurs and get a clear understanding of WASH business in NJP working area;
Identify opportunities to introduce new WASH products or promote existing products/ services through local service providers or vendors, including small shops;
Identify gaps and barriers of business of Local Service Providers (LSP) and vendors for promote existing products; and
Enhance entrepreneurship capacity of existing/potential WASH businessman.
The community situation was analyzed to have a clear understanding about the present demand for WASH
products and services. A critical analysis of the WASH related problems was also assessed through physical
observation at household level and interaction with the community people.
The present WASH product and service market do not have appropriate and affordable products to cater
the poorer section of the community. The poor and marginalized people cannot afford a majority of the
products available in the market such as appropriate hygienic latrines, water filtering products and
materials (iron and arsenic removal), appropriate handwashing materials, MHM products, water
preservation products, etc.
The poor availability and accessibility of potable water is an overpowering force, that makes the
households to succumb to unhygienic practices. The available waters are mostly non‐usable due to
excessive iron in the STW water, arsenic contamination in STW, absence of deep aquifer in some parts of
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the area making DTW unsuccessful as well as saline water intrusion in the fresh pond. The fresh pond is
available in majority of the households and the households use pond water for all domestic purposes
including drinking without any filtration or treatment. The use of household water filter is extremely
limited. People often use alum1 (Potassium Aluminum Sulfate) to remove turbidity in pond or river water
(as chemical flocculant). The STW water is also used for domestic purposes but not for drinking. DTW is
rarely available and where successful, people collect DTW water from distant places. In Koyra a few DTW
setups were observed and people use the water with a very nominal charge (Tk10‐20 per month per
family). A few water vendors were found collecting water either from DTW or alternative safe sources like
Reverse Osmosis (RO) Plant installed by NGOs and sell them to the households at a very nominal charge.
During rainy season, people in extreme saline affected area particularly in Dacope Upazila and
Shyamnagar harvest rain water for drinking purposes. However, most of the poor households use
traditional pots (earthen pitchers) that can preserve very limited amount of rain water, moreover, the
preservation methods were also found unsafe. RWH was provided to a few households by the NGOs, but
most of the poor households cannot afford installation of RWH with safe plastic water tank and other
devices. People in some areas also use PSF which are installed by different projects/NGOs, but majority
of them are not functioning properly due to lack of proper maintenance and pond management. The PSF
also becomes non‐functional during the dry season when rain water reserve exhausts and the ponds are
dried up thus making the situation more acute.
Regarding sanitation, most of the households use very low cost direct pit latrine which are not hygienic.
Majority of these latrines are in bad shape with broken water seal and have limited or no arrangement of
water inside or near the latrine for cleaning and hand washing. Appropriate and hygienic hand washing
arrangements were not found in any households. Poor supply of affordable cleaning materials for latrine
are forcing them to use local materials like twig of rough stem of date‐palm which actually harms the low‐
cost plastic pan. Although people said they use soap, ash or clay for hand washing after using the latrine,
they actually use detergent (Surf Excel, Keya, Wheel, etc.) Detergents are cost effective and the
households believe that they can control wastages. However, they are not aware about the extremely
toxic and hazardous substances in the detergent that may affect health and environmental impacts.
The concept of washing station is not known to the households and they wash hand in the nearby pond
or STW. The women mostly use old cloths for MHM since they cannot afford to use sanitary napkins that
are available in the market. The prevalence of dysentery or diarrheal is quite high. The people lack
awareness about hygienic practices and consequences of poor risky practices.
The poor households using pond water for drinking purpose are willing to purchase water purifier/ filter,
if it is produced and made locally available at low cost. The women are willing to purchase liquid hand
wash as they understand that a common soap cannot be hygienically used by all family members for hand
1 Alum is the common name for potassium aluminum sulfate dodecahydrate. It is commonly used in water purification, leather tanning, dyeing, fireproof textiles, and baking powder. It also has cosmetic uses as a deodorant, as an aftershave treatment and as a styptic for minor bleeding from shaving
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washing after defecation. The soaps are often misplaced and disappear and in that situation the members
use ash or clay soil for hand washing.
The primary buyers of WASH products are households, schools, NGOs, LGIs (UP and Pourashava), shops/
hotel/ restaurant, mosque, contractors, developers, mason/ mechanics and CBOs. Those who are users
of WASH products are direct buyers (households, schools, shops, mosque etc.), and indirect buyers are
NGOs, LGIs, contractors, mason and mechanics, since they buy products for households and institutions.
The bulk purchase is normally made by LGIs, contractors and NGOs.
The study reveals that the hardware shops and sanitary marts are making a good business. The hardware
shops situated in the upazilla market areas are more connected with the government offices and
institutions and thus make higher sales than those situated at union level. The monthly sales range of a
hardware shop is Tk200,000 ‐ Tk300,000 and that of a sanitary mart is Tk50,000 ‐ Tk100,000. The sales
normally increase during dry season (October to May) when the households mostly install or repair their
water points and latrine and development agencies implement program.
There are no significant challenges or barriers reported by the hardware shops and sanitary marts in
running their businesses. The hardware shops either get supply of materials directly from the company or
they purchase required items from wholesale agents of different company in Khulna and Satkhira.
However, there is no restriction of minimum order quantity for getting supply from different company
distributors/ wholesale agents. Regarding transportation, the company distributors takes the
responsibility to transport materials to the hardware shops placing order for a new lot or consignment.
However, in some cases they charge high cost (built in prices) for transporting materials to remote areas
having poor road infrastructure. In most cases, the hardware shops have to purchase materials in cash
from wholesale agents but in some cases, they enjoy limited suppliers’ credit. The big hardware shops
have access to commercial loan from banks and few sanitary marts have access to microfinance of ASA
and BRAC. However, restricted access to commercial bank loan is a challenge for small business holder
particularly the sanitary marts. Regarding sales, the hardware shops mostly experience declining sales in
wet seasons. The direct sale to household is much less than the sale to institutions and development
agencies which is mainly due to poor demand for improved hygienic latrine among the poor community.
The hardware shops also experience poor sales for the unpopular brand items due to poor publicity and
advertisement in the mass media.
The significant WASH Constraints and Opportunities:
Lack of mechanic services for providing appropriate water solutions through installation, repair and
maintenance
Unavailability of adequate safe water supply due to geo‐hydrological problems
Lack of mason services for providing appropriate sanitation solution including improvement of
unhygienic latrines and installation of improved hygienic latrines
Absence or Very Limited presence of low‐end WASH products and services to cater the very poor
section of the community
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Inaccessibility of products and services and Missed Market Opportunity. A significant number of
people remain out of market reach due to remoteness and poor road conditions.
Inability of WASH product suppliers to offer products and services as per need of the poor community
The underlying Causes for dysfunctional WASH Market
Inadequacy of alternative technologies/ arrangement for safe water supply
The traditional Tubewell or Nalkoop Mistri with key skills on drilling and boring mainly works as
per order received from households or institutions and rarely provides a cost‐effective and
creative solution for water based on the clients social and economic context
The existing masons are primarily engaged with multifarious construction work and build as per
order. They rarely provide a cost‐effective and creative sanitation solution based on the clients
social and economic context
The WASH products available with supply chain are produced by big brand manufacturers, who
pay little attention to the needs of the poor households. They cannot afford these products
Lack of awareness about WASH products and absence of door step services
Poor willingness to purchase and affordability to access WASH products and services
Poor affordability of the suppliers for sales in credit or installment
Intervention Strategy
Develop entrepreneurial initiatives for implementation of appropriate technological options for
potable water supply through business model along with efficient delivery mechanism to reach
last mile households
Develop tubewell mechanics as “Water Solution Providers” who will not only comply the hygienic
and environmental codes but will provide a cost‐effective and creative solution on RWH, water
purification, water quality testing, water preservation, grey water treatment potentials, water
saving behaviors and devices, etc.
Improve the social status of the mechanics and the masons through respectable designation and
scopes for skills upgradation process and certification
Develop masons as “Sanitation Solution Providers” who will not only comply the hygienic and
environmental codes but will provide a cost‐effective and creative sanitation solution based on
the clients social and economic context
Improve their social status through respectable designation and scopes for skills upgradation
process and certification
Undertake program for design and delivery of affordable WASH products for the poor through
R&D with local manufacturers
Develop “WASH Last Mile Delivery Agents” who will work as entrepreneur with excellent
communication and selling skills to promote and sell WASH products and provide critical WASH
knowledge and information. A large number of youths specially women can work with the large
FMCG, WASH and Hygiene product manufacturers as commissioning agents. The existing sales
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agents (Pollidut) working with Unilever Bangladesh and other toiletries companies may be
developed as “WASH Last Mile Delivery Agents”
Increase willingness to purchase and affordability of the poor households to purchase WASH
products and facilities through facilitating installment purchase.
Increase affordability of the WASH product suppliers or service providers by facilitating their
access to finance through CBOs, MFIs and commercial banks
Recommended actions
1. Develop local entrepreneurs to cater the supply of low cost point‐of‐use (POU) water
treatment systems, water filter and water purifying chemicals and devices through
collaboration with large companies such as Pure‐It of Unilever, Sonear Laboratories Ltd. Pure‐
It is a revolutionary innovation by Unilever to provide solution to the need of safe drinking
water. It is world’s one of the most advanced in‐home water purifier and first of its kind. In
fact, it is world’s largest selling water purifier
2. The following services can be activated at the target communities of the project.
• Promotion of low‐cost RWH at the household level
• Promotion of low‐cost appropriate water filter/water purifier
• Promotion of low‐cost household water preservation
• Promotion of household drainage system and reuse of waste water for homestead
gardening
• Promotion of water quality testing through field kits
• Promotion of home based solution for water purification and iron removal
3. Develop competencies of the existing and potential WASH solution providers through a
continuous process of skilled based certification in collaboration with DPHE. The certification
can have 3 levels: a) Expert b) Professional, and c) Associate. The interested WASH solution
providers will learn and appear for exam at local DPHE at their own pace similar to open
university course.
4. The WASH solution providers should develop marketing strategies to promote services to the
target communities of the project
Improvement of unhygienic latrines
Installation of multiple options of improved latrine as per affordability of the
households
Pit emptying and disposal
Construction of community bathing chamber
5. Undertake program for design and promotion of WASH products through R&D with local
appropriate organizations/institutions:
• Household based low cost water filter/purifier
• Chorine/halogen tablet with proper dozing
• Multiple options of hand washing stations
• Low cost liquid soap for hand washing with dispenser leaning
• Low cost latrine cleaning materials
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• Low cost sanitary napkins
6. Identify potential young men and women and develop them as WASH entrepreneurs through
linkage with WASH product manufacturers to work as commissioning agents and door‐to‐
door sale.
7. Link trained WASH users, enterprises and entrepreneurs with MFIs and commercial banks to
increase access to finance/ loan
8. Project subsidy should be managed cautiously so as to not distorting the WASH market. The
following actions need to be considered for voucher subsidy management:
o Subsidy (not more than 80%) should only be provided to the extreme poor
community or households;
o Subsidy should be channeled through WASH entrepreneurs through voucher
system; and
o The project can provide working capital support (either grant or loan) to the
selective WASH entrepreneurs (who will receive training from the project) on
condition that they will provide WASH products or services to the community at
cost payable on installment basis. This strategy is expected to empower these
WASH entrepreneurs to provide sustainable WASH services to the community.
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1.IntroductionNobo Jatra Program (NJP) of World Vision Bangladesh has planned to provide potable water sources to
meet the needs of 167,200 people, support construction of new and rehabilitation of latrines to cover
107,000 extremely vulnerable people poverty prone hard to rich areas of Bangladesh. It has also planned
to cover 523,640 target audience through Social and Behavioral Change Communication (SBCC) sessions
on WASH to create demand of WASH product. NJP is considering market development approach on WASH
business to ensure proper supply of WASH products and services to the target communities. To develop
the WASH market and ensure promotion and quality of WASH products, NJP has planned to provide
capacity and skill development training to primarily enlisted 250 WASH entrepreneurs, masons and
mechanics. The project would like to incorporate the promotion of identified WASH products into SBCC
efforts to increase sustainability of key behaviors such as hand washing, water treatment/ storage and
latrine maintenance. The project has also planned to work with some selected manufacturers/suppliers
of WASH products in a range of different activities to promote and facilitate linkages between consumers
and WASH businesses.
NJP also like to ensure women’s access to its WASH business activities by ensuring market research
conducted is gender sensitive and identify methods of strengthening women entrepreneurs, as well as
possible methods of reaching female consumers given their limited mobility.
For water and sanitation services and hygiene practices to be sustained, there is also a need for locally
available WASH products and services. To facilitate connections between businesses and customers, Nobo
Jatra would like to conduct targeted and gender sensitive market research to identify needs and market
niches. The results of the market research will be used to identify opportunities to introduce new WASH
products or promote existing products through local service providers or vendors, including small shops.
NJP has engaged Change Maker to conduct the above WASH market research in the selected project areas.
2.StudyobjectivesThe main objectives of the WASH market assessment are:
Develop WASH business mapping to analyze the business information of WASH entrepreneurs and get a clear understanding of WASH business in NJP working area;
Identify opportunities to introduce new WASH products or promote existing products/ services through local service providers or vendors, including small shops;
Identify gaps and barriers of business of Local Service Providers (LSP) and vendors for promote existing products; and
Enhance entrepreneurship capacity of existing/potential WASH businessman.
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3.StudyAreasNJP project is being implemented in 42 unions of 4 upazillas under Khulna and Satkhira district. The
following unions were selected for the study:
District Upazilla Union
Khulna
Dacope Upazila
1. Dacope Upazila Sadar (Chalna)
2. Bazua
3. Koilashganj
Koyra Upazila
4. Kaoira Sadar
5. Amadi
6. Uttar Bedkashi
Shatkhira
Shyamnagar 7. Shyamnagar Sadar
8. Nurnagar
Kaliganj Upazila
9. Kaliganj Upazila Sadar
10. Ratanpur
11. Moutala
12. Kushulia Table 1: Sample Area by Location
4.
StudyApproachandMethodologyThe study was conducted by demand and supply side assessment of the existing WASH market in the
study areas mentioned above. The target community constitutes the demand side and focus group
discussion (FGD) was conducted to assess their WASH status and needs. The supply side includes sanitary
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hardware shops, sanitary mart, masons and suppliers. To assess their supply status, a detail interview was
conducted with few selected suppliers on random basis. The main stakeholders working for WASH in the
project area are Union Parishad, Government line department such as DPHE and Government project like
HYSAWA and Blue Gold. The NGO which are working for WASH in the project areas are BRAC, Shushilon,
Rupantor, Jagrato Jubo Shangho (JJS), Heed Bangladesh, Dhaka Ahsania Mission (DAM) and Islamic Relief.
During the study the stakeholder’s intervention strategy was also assessed through conducting Key
Informant Interview (KII). Besides, the WASH suppliers and service providers working the project study
area were mapped during the study by enlisting their brief profile. The study activities are summarized in
the following table‐4.1:
SamplingFramesThe sampling frame consisted of all the members of the WASH demand and supply side actors. The
sampling frame was considered comprehensive as all the target WASH actors at the demand and supply
sides were included. The full range of dimensions (different characteristics and indeed different behaviors,
opinions and attitudes, etc.,) as well as information needed to for validating the findings were covered
SampleSizeDeterminationAs mentioned above a non‐probability purposive sampling technique was used for the scoping study. The
community people (families, mothers, adolescents, male members) and the existing service providers and
market actors were selected based on a criterion of serving in the selected areas. A question guide was
used to gather information the respondents.
The following formula2 was used to determine the samples from 4 locations
1
Where: n = sample size Z = Z statistic for a level of confidence is the abscissa of the normal curve that cuts off an area ‘a’ at the tails (1 – a, equals the desired confidence level, e.g., 95%), P = expected prevalence or proportion (in proportion of one; if 20%, P = 0.2), and d = precision (in proportion of one; if 5%, d = 0.05). Z statistic (Z): For the level of confidence of 95%, which is conventional, Z value is 1.96. In this study, opted
for a 95% confidence intervals (CI).
According to the above formula, desired sample size was found to be 125. The total sample size was
divided by 4 (number of study areas) and then the sample size for each area stood to be 25. To make the
sample more representatives, approximately 26 respondents were selected from each study area and the
2 Daniel WW (1999). Biostatistics: A Foundation for Analysis in the Health Sciences. 7th Edition. New York: John Wiley & Sons.
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final sample size is 130 considering non‐response and incompleteness of data provided by a respondent
the sample size was readjusted.
FGDs: Each FGD consisted of 12‐15 people. 2 FGDs were conducted in each location with the active
participation from the Demand Side (users) of WASH products such as women and men, adolescent girls
and boys, as well as disable people. These were mixed group consisted of men, women , adolescent girls
and children.
Depth Interview: Depth interviews consists mostly with the Supply Side WASH Enterprise and
Entrepreneurs
WASH Entrepreneurs (Existing Service providers)
o Masons
o Mechanics/Technicians
o WASH Product Supplier (Pallidoot‐ door to door sales agent of Unilever Bangladesh and
hawker selling cosmetic items, lace, glass bangle etc). In fact, door‐to‐door WASH
suppliers were not available during the study, but existing sales agents working with
Unilever Bangladesh and other toiletries companies were talked to who could be used for
providing door‐to‐door WASH product services.
WASH Enterprises (trader and seller of WASH products)
KIIs: KIIs consisted of key players and personnel with larger picture of the community and WASH service
provisions. 2‐3 KIIs were conducted in each location. Two personnel from Government First Line
Supervisors of Department of Public Health and Engineering (DPHE), NGO WASH Officer, Private Sector
WASH product manufacturer and sellers, WV site key person, UP Chairman
Area FGD (Demand Side)
Supplier Side (Enterprises)
Supplier Side (Entrepreneurs)
KII TOTAL
Dacope Upazila 22 6 2 2 32
Koyra Upazila 23 5 3 4 35
Shyamnagar Upazila 26 5 4 5 40
Kaliganj Upazila 21 4 2 4 31
Total 92 20 11 15 138
Table 2: Respondents Covered by Type and Location
5.StudyFindings
5.1CommunityDemandAnalysis5.1.1 Community WASH Situation
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The community situation was analyzed to have a clear understanding about the present demand for WASH
products and services. A critical analysis of the WASH related problems was also assessed through physical
observation at household level and interaction with the community people.
The present WASH product and service market do not have appropriate and affordable products to cater
the poorer section of the community. The poor and marginalized people cannot afford a majority of the
products available in the market such as appropriate hygienic latrines, water filtering products and
materials (iron and arsenic removal), appropriate handwashing materials, MHM products, water
preservation products, etc.
The poor availability and accessibility of potable water is an overpowering force, that makes the
households to succumb to unhygienic practices. The available waters are mostly non‐usable due to
excessive iron in the STW water, arsenic contamination in STW, absence of deep aquifer in some parts of
the area making DTW unsuccessful as well as saline water intrusion in the fresh pond. The fresh pond is
available in majority of the households and the households use pond water for all domestic purposes
including drinking without any filtration or treatment. The use of household water filter is extremely
limited. People often use alum3 (Potassium Aluminum Sulfate) to remove turbidity in pond or river water
(as chemical flocculant). The STW water is also used for domestic purposes but not for drinking. DTW is
rarely available and where successful, people collect DTW water from distant places. In Koyra a few DTW
setups were observed and people use the water with a very nominal charge (Tk10‐20 per month per
family). A few water vendors were found collecting water either from DTW or alternative safe sources like
Reverse Osmosis (RO) Plant installed by NGOs and sell them to the households at a very nominal charge.
During rainy season, people in extreme saline affected area particularly in Dacope Upazila and
Shyamnagar harvest rain water for drinking purposes. However, most of the poor households use
traditional pots (earthen pitchers) that can preserve very limited amount of rain water, moreover, the
preservation methods were also found unsafe. RWH was provided to a few households by the NGOs, but
most of the poor households cannot afford installation of RWH with safe plastic water tank and other
devices. People in some areas also use PSF which are installed by different projects/NGOs, but majority
of them are not functioning properly due to lack of proper maintenance and pond management. The PSF
also becomes non‐functional during the dry season when rain water reserve exhausts and the ponds are
dried up thus making the situation more acute.
Regarding sanitation, most of the households use very low cost direct pit latrine which are not hygienic.
Majority of these latrines are in bad shape with broken water seal and have limited or no arrangement of
water inside or near the latrine for cleaning and hand washing. Appropriate and hygienic hand washing
arrangements were not found in any households. Poor supply of affordable cleaning materials for latrine
are forcing them to use local materials like twig of rough stem of date‐palm which actually harms the low‐
cost plastic pan. Although people said they use soap, ash or clay for hand washing after using the latrine,
they actually use detergent (Surf Excel, Keya, Wheel, etc.) Detergents are cost effective and the
3 Alum is the common name for potassium aluminum sulfate dodecahydrate. It is commonly used in water purification, leather tanning, dyeing, fireproof textiles, and baking powder. It also has cosmetic uses as a deodorant, as an aftershave treatment and as a styptic for minor bleeding from shaving
Page | 15
households believe that they can control wastages. However, they are not aware about the extremely
toxic and hazardous substances in the detergent that may affect health and environmental impacts.
The concept of washing station is not known to the households and they wash hand in the nearby pond
or STW. The women mostly use old cloths for MHM since they cannot afford to use sanitary napkins that
are available in the market. The prevalence of dysentery or diarrheal is quite high. The people lack
awareness about hygienic practices and consequences of poor risky practices.
5.1.2 Constraints/ WASH problems
From the above community scenario, a few major WASH constraints/ problems were identified. Most of
the problems are common in all areas, but some of them are location specific. Safe water crisis is serious
in Dacope Upazila since DTW is not feasible anywhere except in two areas in Bazua union which were
given by BRAC‐WASH. The water supplied by GiZ piped water scheme is not drinkable due to salinity. DTW
is successful in 4 unions of Koyra Upazila and water crisis is serious in remaining 3 unions (Amadi, Begali
and Maheswaripur) where STW water is not suitable for drinking due to excessive iron and arsenic
contamination. In Shyamnagar, the ground water is highly saline and unsuitable for drinking. DTW is non‐
feasible in 8 unions of Kaliganj Upazila and partly feasible in remaining 4 unions.
The unhygienic latrine coverage is also same in all 4 locations, although coverage of improved latrine is
relatively high in Koyra Upazila and Kaliganj Upazila due to active and subsidized NGO intervention. The
awareness problem and unhygienic practices are more or less same in all 4 areas. Diarrheal problem is
relatively high in Dacope Upazila and Shyamnagar Upazila.
The severity of the problems and their relative position are scored in a 1‐10‐point scale on judgmental
basis and shown in the following table‐5.1.2
Table‐5.1.2: Severity of the identified WASH problems/ constraints (score: 1‐10 point scale)
Sl WASH problems/ constraints Dacope Upazila
Koyra Upazila
Shyamnagar Upazila
Kaliganj Upazila
1 Crisis of potable water 9 8 9 8
2 No appropriate and affordable systems for safe water collection
8 7 8 7
3 Non‐feasibility of DTW 10 6 10 8
4 Iron and arsenic problem in STW water 8 6 8 8
5 Salinity in ground water 8 7 10 6
6 Non‐functionality of PSF
7 Use of pond water without proper filtration 9 9 9 8
8 Use of unhygienic latrine 9 7 9 6
9 Absence of proper hand washing arrangement 9 9 9 8
10 Unawareness about hygienic practices 8 7 9 7
11 Unsafe MHM practices 7 7 7 7
12 Dysentery/ diarrheal episode 8 6 9 5
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5.1.3 Availability, Accessibility and Affordability of WASH Product and Services
The safe sources of water are not available in most of the study areas and if available were not easily
accessible by most of the target communities due to distance. However, a few households were seen to
collect safe water from these sources and carrying them through rickshaw van. Although majority of these
DTW waters are generally free of cost, however, the households have to pay for the transportation cost
which many of the poor households often cannot afford. The technological options for water that are
available in the local market are costly and the poor community cannot afford installation of these safe
water options.
As mentioned earlier, the most of the households don’t have access to improved hygienic latrines.
Majority of the latrines that are installed by the poor community were found to be very low‐quality and
unhygienic. A few of them reported that they have received latrine materials from Union Parishad free of
cost, however they do not meet the quality and environmental guidelines of a latrine. The ring‐slab that
are available at the local sanitary marts have low cost options for the poor, however that do not meet the
criteria of hygienic latrines as well.
Hand pump, pump spares, tubewell pipe, accessories and sanitary items like pan, ring slab and RCC pillar
are available locally, however they are often inappropriate and unaffordable for the target people in the
community. The plastic rain water tanks (ranging from 500 to 1,000 liter) are available in large hardware
stores in the market but majority of the poor households can afford them. Low cost water filter or water
purification mechanism such as chemicals, chlorine, chlorine dioxide tablets were also not found in local
market.
The mechanics for tubewell installation and masons for latrine installation are locally available and the
households can easily access to their services at cost. The hand washing device and its components (basin,
plastic water container with tap, basin stand, drainage pipe etc.) were not found in use by our target
community households and were also not found in the local markets. The plastic items such as buckets
and mugs as well as washing and cleaning items (brush, Harpic, liquid handwashing soaps) are locally
available with plastic and grocery shops although many of these items are rarely used by our target
groups.
Page | 17
The WASH products and services were scored on a 1‐10‐point scale in Fig‐5.1.3 based on their availability,
accessibility and affordability rank. No significant differences were not found in the four study locations.
The Fig‐5.1.3 shows the ring‐slab, pan and RCC pillar got highest score in availability and access as these
items are mostly available with sanitation marts located in and around the community. Plastic bucket and
mug are available in all sanitary hardware as well as plastic shops located in and around the community.
Masons and mechanics are connected with the sanitary hardware shops and are easily available on
demand. However, hand washing devices and water filters are not in use by the community and due to
less demand , these items are not commonly available in all hardware shops.
5.1.4 Source of knowledge about WASH products and services
The community households are familiar with
safe sources of water like DTW, PSF and
RWH. However, they are not much
knowledgeable about improved hygienic
latrine and not familiar with products for
hygiene practices. In fact, due to poverty,
the community households depend much on
low‐cost latrine materials provided by Union
Parishad free of cost and they have less
concern whether these latrines are
improved or hygienic. They give more
priority on availing the safe sources of water
for drinking and other domestic use. They
also know about hardware shops and
sanitary mart around where tubewell and spares and components of latrine are available. They have also
information about mechanic, mason and sweeper working in the village and union level. They learned
45
65 5
7
43
8
Fig‐5.1.4: Source of Information about WASH Products and Services
0 2 4 6 8 10 12
Safe sources of water
Improved hygienic latrine
Hand pump, pipe and accessories
Plastic water tank
Water filter/ purifier
Ring slab, pan & RCC piller
Hand washing device
Plastic bucket and mug
Washing & cleaning items
Mason/ Mechanic services
Fig‐5.1.3: Availability, Accessibility and Affordability of WASH Product and Services (1‐10 point scale)
Availability Accesibility Affordability
Page | 18
about available WASH products from CBO members, masons/ mechanics, hardware shops, neighbors and
friends, school children, NGO activists, UP member and Television/ mass media. The sources are scored
on a 1‐10‐point scale in Fig‐5.1.4 and ranked according to their contribution in disseminating WASH
message and market information about WASH products and services.
5.1.5 Decision making for purchasing WASH product/ services
The females particularly the housewives are the primary WASH manager at the households. Women were
found to be the one who handles, controls and directs the WASH related issues and they generally express
the needs about purchasing/
acquiring WASH product and
services. While, the male earning‐
member takes the decision for
purchase. In most cases the
decision is made jointly. The
school children in particular, are
one of the significant influencer in
the WASH purchase decision
making. The school going children
learn and practice WASH
knowledges at schools and are
more prone to not only carry the
messages but also urges for such practice
at home. The adolescent girls, the aged
and disabled persons of the family also
express their need for improved latrine,
hand washing and cleaning items and
they influence decision making to
household head. The WASH product and
services used by the neighbors also
influence decision making in purchasing
WASH products and this happens mainly
in case of demonstrative improved
hygienic latrine.
5.1.6 Value put in WASH product and services
The FGD with the community revealed that the households attach different values to the WASH products
and services. The households value most the availability and accessibility of the safe water supply facilities
nearer to their houses. They mostly look for less hassle and more comfort and convenience to access safe
water sources to collect adequate water. They also value savings of time in collecting water. They put
much value on improved latrine for safety and security, privacy and social prestige. The households also
put value to safe water, improved sanitation and hygiene practices mainly for ensuring good health and
0% 10% 20% 30% 40% 50% 60% 70%
Less illness
Less expense on health
Family reputation
Social prestige
Time saving
Privacy
Safety and security
Comfort/convenence
Clean environment
15%
25%
25%
10%
15%
10%
Male earning member
Female/Housewife
Children
Elderly Persons
Adolescents
Neighbours
0% 5% 10% 15% 20% 25% 30%
Page | 19
reduce risk of falling sick due to diarrheal and other infectious diseases. However, these values are still
not embraced so dearly as other issues such as having a solar home system for light and fan or acquiring
a mobile phone. The community people believes hygienic latrine has an impact on cleanliness of
environment as this demonstrates high reputation of the family. People put more value on safe water
supply due to serious water crisis in the study area and put less value on improved health and hygienic
practices due to lack of proper awareness about benefit of improved sanitation and hygiene practices.
The assessed percentage value on different attributes attached with WASH product and services is given
in Fig‐5.1.6
5.1.7 Cost Variation of WASH Product and Services
The community did not experience any variation of prices of the sanitary items available with hardware
shops and sanitary mart. The market is competitive and the hardware shops and sanitary marts offer
competitive price which are mainly determined by the product manufacturers. The price of these sanitary
items remains almost same round the year. Many households have to purchase water from safe sources
(DTW and RO) installed by NGO or private sector in water crisis area and the tariff for the water doesn’t
normally vary during dry or wet season except transportation cost which vary depending on distance to
be travelled by the van drivers. The mechanics and mason services are also available at negotiated rate
which does not much vary from area to area or from one period to another.
5.1.8 Community needs (demand gap or potential demand)
Analysis of community situation reveals that the target community in the study area prioritized their need
of the WASH products and services at community / household level. The priority of the needs is given in
Table‐5.1.8
Table 5.1.8: Priority of needs of WASH products and services
Sl WASH products and services Priority of needs
High Medium Low
1 Installation of appropriate water technologies √
2 Installation of improved HH latrines
√
3 Rehabilitation of unhygienic latrine √
4 Awareness building about unhygienic practices
√
5 Installation of hand washing facilities √
6 Household based water purifier/ filter √
7 Household based iron removal device √
8 Low cost liquid hand wash √ 9 Latrine cleaning materials √
Page | 20
The appropriate water technologies preferred by the community are household water filter and
community level DTW. These technological options are costly and not affordable by the community. The
households who use pond water expressed that low cost appropriate small water purifiers and filters to
purify water is a high priority. Households having a tubewell expressed that a small low cost iron removal
device to remove iron from the shallow tubewell is their high priority. Many of the community people,
however expressed that they would need financial support for purchase these water facilities. The need
for improved household latrine is a priority by majority of the households whose latrines are not hygienic
and has environmental consequences. Some of these latrines require rehabilitation to convert them into
hygienic latrine. The extreme poor households requested for grant support for rehabilitation of their
latrine. It was found that the communities are not much aware about safe hygienic practices for MHM,
hand washing as well as cleaning materials. As such, the community people did not express any need for
hand washing liquid soap, MHM materials, latrine cleaning materials, etc. The community people were
also not much aware about the different convenient WASH products for pregnant women, babies and
elderly people such as washing station, potty, chair‐commode, etc. The community households may be
made aware about different WASH products related to hygiene practices and also for conveniences
through BCC or promotional materials jointly with the private sector market actors.
The intensity of need of the above WASH products and services is expressed in terms of Ability and
Willingness to Purchase in the following 4 X 4 matrix (Fig 5.1.8).
Page | 21
It is noteworthy that due to NGO intervention, people has higher expectations of getting costly WASH
items like deep tubewell, water purifier/ filter, iron removal devices, improved latrine, hand washing
devices free of cost or at subsidized prices, which they normally cannot afford to buy from open market.
That is why willingness to purchase of these items often exceeds the ability to purchase.
5.1.9 Needs of special category users
While analyzing the availability, usage and need of special user category, it was found that the pregnant
women are in need of a latrine/bathroom closer to their room and at the same time requires a high
commode but practically bathrooms are often not close by and high commodes are not made available.
The elderly and disabled people also need chair commodes however these products are not available at
the household level. These people go through serious discomfort in using latrine with the support of other
family members. The <2 children usually defecate in the open place however; no the use of excreta
removal plastic scoops are not used. The use of baby commode or potty is not very common. The
adolescent and young women are in need of sanitary pad for menstrual hygiene, but this item is of rare
use as most of the adolescents and young women use old cloths. All these WASH items for the special
user categories are available with the hardware and grocery shops but use of these items is very limited
at the household level due to lack of awareness and poverty. The availability, usage and need of these
items are scored on 1‐10 scale in Fig 5.1.9
Installation of water technologies
Installation of improved HH latrines
Latrine cleaning materials
Liquid hand wash
Iron removal device
Water purifier/ filter Hand washing device
Rehabilitation of unhygienic latrine
Hygiene awareness material (BCC)
Ability to Purchase
Willing to Purchase
Fig‐5.1.8a: Intensity of need in terms of Ability and Willingness to Purchase
Page | 22
5.1.10 Use Alternative Local WASH Products and Services
The physical check and discussion with the community revealed that there are only a few alternative local
WASH products and services used by the community people. Such as earthen pots for water preservation,
the use of date tree branches as toilet brush, ash and clay as soap, use of detergent as handwashing and
toilet cleaning agent, use of cloth as MHM product, etc. The usage rate of these alternative products are
quite substantial and would require special program to change the behavior and at the same to promote
safe and hygienic products at a much affordable rate to switch much easily.
Many of the households, however expressed that since all the WASH related items such as required for
safe water collection, preservation and use; items used in latrine for water preservation and cleaning; and
items used in hand washing and other personal hygiene purposes are available in the open market
particularly in sanitary hardware shops, plastic shops and grocery shops, the use for alternative products
is not required. Sine the alternative products are not conventional, dedicated service providers are not
generally found in the market. Many community households do not know much about local producers or
services providers (other than masons, sweepers and mechanics) regarding alternative WASH products
and services.
5.1.11 Quality of WASH Products and Services and Quality Criteria
10
8
6
4
2
4
2
1
8
8
6
6
Sanitary napkin (Adolescent and young women)
Baby commode and baby potties (<2 children)
Wheel chair and chair commode (elderly and disabled)
High commod or chair with plastic pan (pregnantwomen)
Fig‐5.1.8c Need , usage and availability of WASH products for special category users
Need Usage Availability
Page | 23
The only quality issues that the community households are concerned about is the quality of water for
drinking. They want arsenic free and iron free sweet and safe water suitable for drinking. For this, the
community undertakes the
hardship to carry water from a
distance. This is probably one of
the single most important factor
that the diarrheal disease is not
at the epidemic level i.e.,
spreading rapidly to a large
number of people in the
assessment area. The quality
criteria for water is water from
tubewell, not salty, do not have
bad smell, do not have iron, and
do not have turbidity. The community people do not have much knowledge about the presence of harmful
pathogens even when the water looks clean and tastes sweet. Water testing service providers, testing
kits/devices as well as awareness for such testing is absent.
The quality criteria for a latrine to the community people is expressed as strong and durable latrine with
no bad odor/smell. The community people have a tendency of spending more money on quality and
branded products for water related products specially tubewells. Those who have installed shallow
tubewell and items for RWH, they have purchased good quality branded items (hand pump and pump
spares, UPVC pipes, plastic water tank etc.) from the hardware shops. However, regarding latrines, the
community people generally go for less expressive products. In this case, brand is of not much importance.
The other quality criteria the community value is good and artistic design, user friendliness, variety in size
and portability of the items. To judge quality of the WASH products they mostly depend on the opinion of
masons/ mechanics and hardware sellers. The
community preference for the quality criteria
of the WASH products is scored in 1‐10 scale in
Fig 5.1.11.
5.1.12 Willingness to purchase local WASH
products and services
The poor households using pond water for
drinking purpose are willing to purchase water
purifier/ filter, if it is produced and made locally
available at low cost. The women are willing to
purchase liquid hand wash as they understand that a common soap cannot be hygienically used by all
family members for hand washing after defecation. The soaps are often misplaced and disappear and in
that situation the members use ash or clay soil for hand washing. In this situation, the households would
98
67
Low cost waterpurifier/ filter
Low‐cost liquidhand wash or
soap
Latrinecleaningmaterials
Low‐costsanitary napkin
Fig 5.1.12: Willingness to purchase local WASH products and services
109
87
65
Arsenic, ironand salinityfree safewater
Durability oflatrine items
Good andartisticdesign
Userfriendliness
Variety insize
Light andeasily
portable
Fig‐5.1.11: Preference of quality criteria of WASH products and services
Page | 24
like to shift to liquid hand wash, if it is locally produced and supplied at a low cost. Similarly, they are
willing to use locally produced latrine cleaning materials at low cost. The young women normally use old
cloths for menstrual hygiene management (MHM) as they cannot afford costly sanitary napkin. To have
more convenience, avoid cleaning and reuse of cloths and keep privacy, they are also interested to use
locally made disposable low‐cost sanitary napkin. So, there is opportunity to promote local
entrepreneurship to produce these items and make them available to the community through door step
services. The willingness to purchase the local products and services is scored in 1‐10 scale in Fig 5.1.12
5.2Supplychainanalysis5.2.1 Supply Situation of WASH Product Suppliers
The WASH product supply chain consists of sanitary hardware shops and sanitary marts. These are
available in the main markets of the union and Upazilla and these hardware shops and sanitary marts
mainly serve community and institutions like local offices, NGOs and contractors. Hardware shops are
equipped with water supply materials like hand pumps, pump accessories, pipes, pipe fittings, commodes
etc., and latrine materials like ceramic and plastic pans, siphon, water seal, plastic door etc. These are
retail shops purchasing materials from whole sale agents of different brand manufacturers like RFL,
National Polimer, Shulav, Anwar, Hemco, Gazi, etc. Sanitary marts produce ring of different size, round
and square slab of different size, RCC pillar and construction materials like sand, cement and brick chips.
All plastic buckets, containers for water preservation are available with plastic shops. The sanitary
hardware shops and sanitary marts usually sell WASH products and these shops are located in and around
the community (within 0.5‐1.0 km). The households can easily reach these shops to buy their required
WASH products.
Tubewell drillers, mechanics, masons and sweepers are the WASH service providers and mostly connected
with the hardware shops and sanitary marts. Water purifiers and hand washing devices are not available
in the hardware shops as these have no local demand. Plastic tank for rain water harvesting has also less
demand among the poor community due to price factor. The WASH product suppliers have no
promotional strategy to increase demand of improved WASH facilities and hygiene materials in the
community. They have no direct linkage with the community to provide water supply and sanitation and
they have no such concern for the community and WASH product users. These hardware shops and
sanitary mart sell product normally on cash and limited credit basis, since they have limited working
capital and many of them do not have easy access to bank loan. The prices of the items are competitive.
The hardware shops, sanitary marts, masons and mechanics usually advise customers about the quality
brand. RFL products are fast moving because of variety and quality. The local products and sanitary items
are rarely available in the hardware shops, because local manufacturers are not available for producing
any WASH items, which are normally available with the supply chain of big brand manufacturers. Only
latrine materials (ring, slab) are produced locally. In fact, WASH market is very competitive, which is
captured by big manufacturers and it is difficult for the local producers to compete with them in price and
quality, because the big manufacturers always enjoy economy of scale and they have well structured
marketing network which local producers don’t have.
Page | 25
WASH service providers mainly consist of STW driller, tubewell mechanics, water vending and sweeper
providing pit emptying services. These service providers are available and connected with the hardware
shops and sanitary marts and provide tubewell and latrine installation services on demand. Door to door
service providers are not available to sell products related to hygiene practices.
5.2.2 Fast Moving WASH Products in Supply Chain
The fast‐moving WASH items are hand pump and pump accessories, tubewell pipe and pipe fittings, water
filters, plastic water tank, handmade ring slab fixed with pan and siphon or water seal, RCC pillar, toilet
brash, baby commode, chair commode, plastic toilet pan, harpic toilet cleaner and brass. Water filters are
local made (mainly in Jessore) and available in the area where iron problem is serious in tubewell water.
RFL is popular among all the brand products available in the hardware shop and sanitary mart. Besides,
Plastic products of National Polimar, Anwar group and Gazi Groups are also fast moving items. All these
items are available in all hardware shops and sanitary marts irrespective of the 4 study areas, but all brand
items and bulk quantity are only available with big shops in the upazilla market. The few top ranking first
moving items and average sales quantity per months are given in the Table‐5.2.2
Table 5.2.2: First moving WASH sanitary products
Name Of Product Cause of Fast Moving Sales quantity (month)
Credit/ Cash
Rank
Tubewell (6 no. hand pump) and pump accessories
Demand from the community, NGOs and other water service providers like mechanics and tubewell contractors, advertisement in National TV
300‐400 Pcs Cash 1st
Slab (3, 5 Ring) Hand Made including brick chips
High demand from NGO, UP and community for improving and rehabilitation of the unhygienic latrines
500‐600 pcs Credit/ Cash
2nd
RFL Toilet Pan Popular, low cost and convenience in use, export quality, advertisement In National TV
500‐1000 Pcs Cash 3rd
Water filter (cement)
Used by the households to reduce excessive iron from STW water, high demand in excessive iron area
1000‐1500 Pcs Cash 4th
Plastic water tank (250‐2,000 lit)
Popularly used by the households to preserve rain water and lifting ground water to roof top water tank, advertisement in National TV
150‐200 Pcs cash 5th
RFL Baby Commode Used by the mothers/ caregivers of <2 children for safe disposal of child feces, Export Quality, Advertisement In National TV
300‐350 Pcs Cash 6th
RFL Chair Commode
Used by elderly and disabled people for using latrine, export quality, advertisement In National TV
200‐250 Piece Cash 7th
Page | 26
Name Of Product Cause of Fast Moving Sales quantity (month)
Credit/ Cash
Rank
Toilet Brush (All Brand, RFL is fast moving)
Conveniently used for latrine cleaning
600‐ 750 Pcs Cash 8th
Harpic Toilet Cleaner
Used for latrine cleaning, Popular among the households, export quality, advertisement In National TV
250‐350 Pcs Cash 9th
5.2.3 Primary buyers of WASH products
The identified primary buyers of
WASH products are households,
schools, NGOs, LGIs (UP and
Pourashava), shops/ hotel/
restaurant, mosque, contractors,
developers, mason/ mechanics and
CBOs. Those who are users of WASH
products are direct buyers
(households, schools, shops, mosque
etc) and indirect buyers are NGOs,
LGIs, contractors, mason and
mechanics, since they buy products
for households and institutions. The
bulk purchase is normally made by
LGIs, contractors and NGOs. The major buyers and their share in total sales of the WASH products is given
in Fig‐5.2.3.
5.2.4 Sales and sales promotion strategy
The study reveals that the hardware shops and sanitary marts are making a good business. The hardware
shops situated in the upazilla market areas are more connected with the government offices and
institutions and thus make higher sales than those situated at union level. The monthly sales range of a
hardware shop is BDT 200,000‐ 300,000 and that of a sanitary mart is BDT 50,000‐ 100,000. The sales
normally increase during dry season (October to May) when the households mostly install or repair their
water points and latrine and development agencies implement program. The major promotional
strategies followed by the WASH product supply chains are as follows:
Making all WASH products of major brand manufacturers available in the shop
Quality counselling to the buyers and helping them to make the right choice
Competitive pricing for the brand items
Warranty and replacement services as per company policy
Both cash and credit sales
15% 5%
25%
10%
5%5%
20%
10% 5%
Fig 5.2.3: Buyers of WASH Products
Household School NGO
UP/ Pourashava Hotel/ Restaurant Mosque
Contractor/ Developer Mason/ mechanic CBO and others
Page | 27
Package services including installation or repairing of WASH facilities
Masonry, mechanic and sweeper services on demand
Sales in installment in case of high cost items
Maintaining linkage with institutional buyers, mechanics and mason
Not all hardware shops and sanitary marts follow all the strategies above. Each strategy based estimated
percentage of WASH product suppliers is given in Fig‐ 5.2.4
5.2.5 Barriers and challenges in WASH business
There are no significant challenges or barriers reported by the hardware shops and sanitary marts in
running their businesses. The hardware shops either get supply of materials directly from the company or
they purchase required items from wholesale agents of different company in Khulna and Satkhira.
However, there is no restriction of minimum order quantity for getting supply from different company
distributors/ wholesale agents. Regarding transportation, the company distributors takes the
responsibility to transport materials to the hardware shops placing order for a new lot or consignment.
However, in some cases they charge high cost (built in prices) for transporting materials to remote areas
having poor road infrastructure. In most cases, the hardware shops have to purchase materials in cash
from wholesale agents but in some cases, they enjoy limited suppliers’ credit. The big hardware shops
have access to commercial loan from banks and few sanitary marts have access to microfinance of ASA
and BRAC. However, restricted access to commercial bank loan is a challenge for small business holder
particularly the sanitary marts. Regarding sales, the hardware shops mostly experience declining sales in
wet seasons. The direct sale to household is much less than the sale to institutions and development
agencies which is mainly due to poor demand for improved hygienic latrine among the poor community.
In fact, to access WASH facilities and services, the poor households are much dependant on the NGO
intervention and they hardly buy WASH products directly from the supply chain. In this case, the WASH
30%
50%
80%
90%
70%
60%
90%
80%
40%
Maintaining linkage with institutional buyers,…
Sales in installment in case of high cost items
Masonry, mechanic and sweeper services on demand
Package services including installation or repairing of…
Both cash and credit sales
Warranty and replacement services as per company…
Competitive pricing for the brand items
Quality counselling to the buyers and helping them…
Making all WASH products of major brand…
Fig‐5.2.4: Percentage suppliers adopting sales promotion strategies
Page | 28
products purchased by institutions and development agencies mostly reach to the households through
NGO program. This is why the hardware shops face poor demand directly from the households. But the
hardware shops don’t show much concerned about it as they indirectly serve the community through
NGO intervention and they don’t require to engage any sales agents to serve the communities door to
door. The hardware shops also experience poor sales for the unpopular brand items due to poor publicity
and advertisement in the mass media. The identified challenges/ barriers of the WASH business and their
intensity in 1‐10 point scale are given in Fig‐5.2.5.
5.2.6 Supply gaps of WASH products and services
The community demand analysis shows that the poor households need support from supply side in terms
of awareness building, product demonstration, door step services, publicity of products, payment in
installment, alternative local production at low cost etc. The supply gap means the WASH products and
services needed by the demand side which are non‐existent on the supply side. The supply chain analysis
reveals the following supply gaps in the WASH market:
Mechanic service for PSF repair and maintenance, since many PSFs are non‐functional in the
project area due to poor maintenance and pond management;
Supply and installation of HH level improved RWHS at cost repayable on installment
Demonstration and supply of household based low‐cost water filter/ purifier to reduce excessive
chloride and iron in the surface as well as water in the shallow aquifer;
Door step improved sanitation services including installation of multiple options of improved
hygienic latrines complete with superstructure at cost repayable on installment;
Door step supply and installation of multiple options of hand washing devices at cost repayable
on installment;
0 1 2 3 4 5 6 7 8 9 10
Flauctuating sales due to seasonality factors
Restricted access to commercial bank loan
Poor demand from households due to unawareness andpoverty
High transportation cost due to poor road communication
Increased cash purchase due to reduced suppliers' credit
Poor sales of unpopular brand items
Fig‐5.2.5: Intensity of barriers of WASH business
Page | 29
Local production of low cost liquid soap for hand washing with dispenser and door step supply;
and
6.Stakeholder’sinterventionaffectingWASHmarketdevelopmentThe stakeholders working for WASH development and services in the project area are DPHE, the lead
public department for WASH, LGIs (UP and Upazilla Parishad), Projects (BRWSSP, HYSAWA and Blue Gold)
and NGOs (Shushilon, Rupantor, BRAC, Heed Bangladesh, JJS, GIZ and Practical Action).
DPHE provided few DTWs in feasible areas and alternative technologies like RWH and PSF in DTW non‐
feasible area through different GoB/ World Bank financed BRWSSP projects and improved subsidized
latrine at household level. However, the DPHE support is inadequate in the project area. HYSAWA
implemented through UP few DTWs, piped water schemes, alternative options (sky hydrant and RO) and
community latrines in few schools and markets of the project area. However, HYSAWA support has
recently been phased out. LGIs provided very few tubewells and latrines from their 20% ADP allocation
and LGSP fund, but due to resource constraint they mainly dependent on DPHE and NGO intervention for
WASH implementation. Blue Gold project of Water Development Board also implemented tubewells
through Water Management Group (WMG) in WDB polder area. The NGOs mainly implemented fully or
partially subsidized water and sanitation facilities at community and household levels and capacity
building program for UPs, CBOs, masons and mechanics. However, the NGOs have very little role for WASH
market development for sustainable WASH services at the community level.
From the above scenario, the WASH stakeholder’s role can be consolidated in terms of ‘What they Do’
and ‘What they are Not Doing’ as below:
What the stakeholders Doing:
Provide water and sanitation facilities at subsidized rate to the households/ communities by
procuring from local markets thus promoting wash markets but at the same time paralyzing
private entrepreneurship for providing door step water supply and sanitation services and making
the community reluctant to pay for services. So, this subsidy system is effective for reaching the
poor communities but at the same time ineffective for developing direct linkage between the
communities and WASH market ;
Provide training/ capacity building and orientation to LGIs, masons and mechanics; and
Provide awareness program through hygiene session, BCC materials, day observation, campaigns
and cultural events
What the Stakeholders are Not Doing:
Don’t provide much market linkage services to promote sustainable WASH market;
Don’t provide any credit support directly or through linkage with MFIs for promoting WASH
entrepreneurship; and
Don’t provide any WASH entrepreneurship development training for capacity building of existing
or potential WASH entrepreneurship;
Page | 30
7.MappingofWASHProductSuppliersandServiceProvidersThe WASH product suppliers are mainly the WASH supply chain consisting of wholesale and retail sanitary
hardware shops and enterprises. These shops are mainly traders and they sell products of big and small
manufacturers to the target customers without changing any features of the product. In contrast, the
WASH entrepreneurs provide WASH services to the community or households as per their need. The
WASH entrepreneurs consist of sanitary mart producing latrine components, masons providing latrine
installation service, mechanics providing tubewell drilling, re‐sinking, repairing and maintenance services
and sweepers providing latrine pit emptying services. The masons, mechanics and sweepers are not based
on enterprises; however, they are traceable as they are mostly connected with the hardware shops and
sanitary mart.
The profile of the suppliers/ WASH service providers is given in Annex‐ 1
8.DesigninginterventionsstrategyforWASHmarketdevelopment
ThesignificantWASHConstraintsandOpportunities: Lack of mechanic services for providing appropriate water solutions through installation, repair and
maintenance
Unavailability of adequate safe water supply due to geo‐hydrological problems
Lack of mason services for providing appropriate sanitation solution including improvement of
unhygienic latrines and installation of improved hygienic latrines
Absence or Very Limited presence of low‐end WASH products and services to cater the very poor
section of the community
Inaccessibility of products and services and Missed Market Opportunity. A significant number of
people remain out of market reach due to remoteness and poor road conditions.
Inability of WASH product suppliers to offer products and services as per need of the poor community
TheunderlyingCausesfordysfunctionalWASHMarket Inadequacy of alternative technologies/ arrangement for safe water supply
The traditional Tubewell or Nalkoop Mistri with key skills on drilling and boring mainly works as
per order received from households or institutions and rarely provides a cost‐effective and
creative solution for water based on the clients social and economic context
The existing masons are primarily engaged with multifarious construction work and build as per
order. They rarely provide a cost‐effective and creative sanitation solution based on the clients
social and economic context
The WASH products available with supply chain are produced by big brand manufacturers, who
pay little attention to the needs of the poor households. They cannot afford these products
Lack of awareness about WASH products and absence of door step services
Poor willingness to purchase and affordability to access WASH products and services
Poor affordability of the suppliers for sales in credit or installment
Page | 31
InterventionStrategy Develop entrepreneurial initiatives for implementation of appropriate technological options for
potable water supply through business model along with efficient delivery mechanism to reach
last mile households
Develop tubewell mechanics as “Water Solution Providers” who will not only comply the hygienic
and environmental codes but will provide a cost‐effective and creative solution on RWH, water
purification, water quality testing, water preservation, grey water treatment potentials, water
saving behaviors and devices, etc.
Improve the social status of the mechanics and the masons through respectable designation and
scopes for skills upgradation process and certification
Develop masons as “Sanitation Solution Providers” who will not only comply the hygienic and
environmental codes but will provide a cost‐effective and creative sanitation solution based on
the clients social and economic context
Improve their social status through respectable designation and scopes for skills upgradation
process and certification
Undertake program for design and delivery of affordable WASH products for the poor through
R&D with local manufacturers
Develop “WASH Last Mile Delivery Agents” who will work as entrepreneur with excellent
communication and selling skills to promote and sell WASH products and provide critical WASH
knowledge and information. A large number of youths especially women can work with the large
FMCG, WASH and Hygiene product manufacturers as commissioning agents. The existing sales
agents (Pollidut) working with Unilever Bangladesh and other toiletries companies may be
developed as “WASH Last Mile Delivery Agents”
Increase willingness to purchase and affordability of the poor households to purchase WASH
products and facilities through facilitating installment purchase.
Increase affordability of the WASH product suppliers or service providers by facilitating their
access to finance through CBOs, MFIs and commercial banks
Recommendedactions9. Develop local entrepreneurs to cater the supply of low cost point‐of‐use (POU) water
treatment systems, water filter and water purifying chemicals and devices through
collaboration with large companies such as Pure‐It of Unilever, Sonear Laboratories Ltd. Pure‐
It is a revolutionary innovation by Unilever to provide solution to the need of safe drinking
water. It is world’s one of the most advanced in‐home water purifier and first of its kind. In
fact, it is world’s largest selling water purifier
10. The following services can be activated at the target communities of the project.
• Promotion of low‐cost RWH at the household level
• Promotion of low‐cost appropriate water filter/water purifier
• Promotion of low‐cost household water preservation
• Promotion of household drainage system and reuse of waste water for homestead
gardening
Page | 32
• Promotion of water quality testing through field kits
• Promotion of home based solution for water purification and iron removal
11. Develop competencies of the existing and potential WASH solution providers through a
continuous process of skilled based certification in collaboration with DPHE. The certification
can have 3 levels: a) Expert b) Professional, and c) Associate. The interested WASH solution
providers will learn and appear for exam at local DPHE at their own pace similar to open
university course.
12. The WASH solution providers should develop appropriate marketing strategies in light of
section 5.2.4 to promote following services to the target communities of the project
Improvement of unhygienic latrines
Installation of multiple options of improved latrine as per affordability of the
households
Pit emptying and disposal
Construction of community bathing chamber
13. Undertake program for design and promotion of WASH products through R&D with local
appropriate organizations/institutions:
• Household based low cost water filter/purifier
• Chorine/halogen tablet with proper dozing
• Multiple options of hand washing stations
• Low cost liquid soap for hand washing with dispenser leaning
• Low cost latrine cleaning materials
• Low cost sanitary napkins
14. Identify potential young men and women and develop them as WASH entrepreneurs through
linkage with WASH product manufacturers to work as commissioning agents and door‐to‐
door sale.
15. Link trained WASH users, enterprises and entrepreneurs with MFIs and commercial banks to
increase access to finance/ loan
9.MarketLimitationandDistortion The demand and supply of WASH products and services is largely influenced by NGO
interventions. Many of the WASH hardware shops are even set‐up by NGOs as their IGA.
Many Hygiene related products are available mainly with plastic, grocery, stationary, cosmetic
shops even in drug store or pharmacies. Working with this large segments of suppliers will be
overwhelming
GO, NGO and Projects are providing many of the WASH products to the community at various
degrees of subsidization, ranging from completely free to completely market based. This is not
only distorting the market, but also developing a sense of confusion and expectation that WASH
products will be provided fee of cost. This is a real challenge and face this challenge, the following
actions have to be considered.
Page | 33
o Subsidy (not more than 80%) should only be provided to the extreme poor
community or households
o Subsidy should be channelled through WASH entrepreneurs through voucher
system.
o The project can provide working capital support (either grant or loan) to the
selective WASH entrepreneurs (who will receive training from the project) on
condition that they will provide WASH products or services to the community at
cost payable on installment basis. This strategy is expected to empower these
WASH entrepreneurs to provide sustainable WASH services to the community.
Page | 34
Annexes
Annex‐1:ProfileofWASHproductsuppliersandserviceprovidersSl Enterprise/
Service Provider
Owner/ manager
Address Mobile Type of business
Years in business
Investment Annual sales/ income
Type of WASH product/ services
Page | 35
Annex‐2:Listof theFGD locations,hardwareshops/sanitarymartandpersonsinterviewed
FGD with Community
1. Village: Harintana, Ward No. 8, Union: Kailashganj, Dacop, Khulna
2. 6 No. Uttar Bedkashi Union Parishad, Koira, Khulna
3. Village: Uttar Hazipur, Union: Nur Nagar, Shyamnagar, Satkhira
4. Kaharpara, Union: Moutala, Kaliganj, Satkhira
5. Khagra, Hazir Mor, Ward No.5, Union: Kushulia, Kaliganj, Satkhira
DPHE
1. S.M Enayet Kabir, Assnt. Engineer, DPHE, Dacop, Khulna (Mob: 01712744034)
2. Md. Osman Gani, Office Assistant, DPHE, Koira, Khulna (Mob: 01756887688)
3. Mr. Shamsur Rahman, Office Assistant, DPHE, Kaliganj, Satkhira (Mob: 01916286626)
NGO and Private Sector
4. Md. Zahidur Rahman, Project Manager, WASH, Rupantor, Dacop, Khulna (Mob: 01712744034)
5. G.M Muniruzzaman, Program Coordinator, Shushilan, Satkhira (Mob: 01716590467)
6. Md. Shohel Rana, Zonal Manager (Safar), Banga Building Materials Limited, PRAN‐RFL Group,
Khulna (Mob: 01924603993)
Sanitary Hardware Shops, Masons and Mechanic
7. Md. Sagir Molla, Bhai Bandhu Sanitation Center, Khutakhali Bazar, Bazua, Dacop, Khulna (Mob:
01768450062)
8. Md. Ibrahim, M/s Al Mokka Traders, Main Road, Shyamnagar, Satkhira (Mob: 01971435716)
9. Md. Abdul Mannan, Sufia Sanitary, Chalna, Dacop (Mob: 01982880358)
10. Md. Nasir, Tubewell Mechanic, Chalna, Dacope (Mob: 01937283271)
11. K. M. Abdul Gani, Allar Dan Machineries and Hardware, Main Road, Koira, Khulna (Mob:
01717724340)
12. Md. Zahidur Rahman, Mayer Doa Hardware, Munshiganj Bazar, Shyamnagar, Satkhira (Mob:
01762098320)
13. Md. Din Islam, Allar Dan Sanitary, Munshiganj Bazar, Shyamnagar, Satkhira (Mob: 01735021364)
14. Md. Azizur Rahman, M/s Kabir Trading, Nalta Hat, Satkhira Road, Kaliganj, Satkhira (Mob:
01712710202)
15. Md. Kawsar Ali Morol, M/s Rahima Hardware and Traders, Ratanpur Bazar, Kaliganj Satkhira
(Mob: 01925368354)
Page | 36
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