Sangeeta Chowdhry is Acumen Fund’s Ripple Effect manager. The India phase of Ripple Effect included pilot programs by 5 organizations, the Jal Bhagirathi Foundation among them.
The Ripple Effect project presented the Jal Bhagirathi Foundation (JBF) in the Thar desert of Rajasthan with quite a challenge: Improve access to safe drinking water in the area in just 8 weeks. Not only did they meet this challenge but they went a step further – and added an additional goal – to create livelihood opportunities for women in the process!
The story of JBF is an inspiring one — as can be seen in this recent coverage on Indian television. For a start, the challenges addressed are not small. The project began in a region with highly saline ground water, rainfall of no more than 10-50 cm per year and temperatures of over 50C (over 110 degrees Fahrenheit) in summer. A few years ago, in an attempt to bring high quality, affordable water to the community, they had launched one reverse osmosis plant in Pachpadra village. While the plant was successful in providing safe drinking water at reasonable prices to customers who came to the plant, those customers had to walk around 2km to do so. JBF struggled to make it a sustainable business that reached larger numbers of people who could not travel the distance.
With the help of a small grant of $15,000 and business coaching provided by the Ripple Effect team, JBF created a viable water distribution business model that addressed these challenges. They established water outlets in villages that are managed and owned by women from local self-help groups (SHG), and also increased water sales from the plant itself.
Critical to the long-term impact of the Ripple Effect project, work was also done to make these advances sustainable. Work was done with JBF to understand the unit economics of the operation. Once it was understood how much water needed to be sold per day, it became a matter of developing a strategy that would lead to multiple sales channels – wholesale to tankers and retail to individuals from the plant in addition to sales to and from the local outlets. Pricing models were then created to support this business plan.
This planning was essential but JBF’s commitment and enthusiasm was what really took this Pilot on to achieve results. In a span of the 8 short weeks of the Ripple Effect Pilot Project, JBF trained SHG members in business management; established four water outlets managed by the women entrepreneurs; improved the infrastructure of the treatment plant to fill a water tanker in 15 minutes instead of the typical 2 hours; created business plans for the main plant and the outlets and executed aggressive awareness campaigns in the village of benefits of safe water.
This careful planning, passion and commitment has reaped results that can serve as a viable delivery model in rural parts of India. The water sale from the plant increased from an average of 2000 liters per day to 16,000 liters per day and the distance walked to fetch the water was reduced from 2 km to under 500m. Most significant, however, is that women operating the outlets are earning a living from their micro-enterprises and that, compared to a few short months before, thousands more people now have safe drinking water available.
Jal Bhagirathi Foundation has now turned over the running of the plant and it’s operations to the local village body, and is now planning to replicate the success of Pachpadra in 13 more villages in Rajasthan.
See more on this remarkable project here on local TV news:
