- Aha! Moment
Why do strong WASH norms not result in better WBI resilience?
Busara: Ritika Divekar, Shalmali Ghaisas, Krittika Gorur, Aditya Jagati, Kawal Kaur, Jaspreet Singh
STC: Dr. OP Singh (Program Manager), Indrajeet Ghatge (CUBIC Behavioural Science Consultant)
- June 29, 2026
- 3:04 pm
SECTOR
PROJECT TYPE
Location
BEHAVIORAL THEME
OVERVIEW
This Aha! Moment summarizes Busara’s qualitative research on why strong water, sanitation, and hygiene (WASH) norms do not always translate into resilience against water-borne illnesses (WBI). Conducted in Maharashtra, India, the study found that while households generally practice good WASH behaviors, persistent infrastructure gaps, unequal access to services, and low awareness among vulnerable populations continue to limit resilience. The findings suggest that strengthening systems and service delivery is just as important as promoting healthy behaviors.
Research questions
- Why do strong WASH norms not result in greater resilience to water-borne illnesses?
- What behavioral and structural barriers prevent communities from translating good hygiene practices into better health outcomes?
- How can WASH interventions better support vulnerable and underserved populations?
Methods
Busara conducted a qualitative behavioral diagnosis using phenomenology in Maharashtra, India between June 2021 and June 2023. The study included in-depth interviews with 61 participants, comprising key informants, adult caregivers, and adolescents, to understand experiences with water access, sanitation, hygiene practices, healthcare, and water-borne illnesses.
THEMATIC AREAS
Key Findings
- Strong pro-WASH social norms already drive many household hygiene behaviors.
- High baseline adoption of WASH practices limits the effectiveness of awareness campaigns alone.
- Poor access to reliable water and sanitation infrastructure remains a major barrier to resilience against water-borne illnesses.
- Awareness of water-borne illnesses is uneven, particularly among temporary laborers and other underserved groups.
- Children, schools, and existing community structures are influential channels for reinforcing healthy behaviors.
- Sustainable improvements require combining behavioral interventions with investments in infrastructure and service delivery.
Implications for Policy or Development
- WASH programs should prioritize reliable infrastructure and sustained service delivery alongside behavior change.
- Policymakers should target underserved populations, including temporary laborers, with improved access to water and sanitation services.
- Practitioners can leverage existing social norms by using schools, children, and community networks to reinforce healthy practices.
- Future interventions should combine behavioral science with investments in last-mile service delivery to strengthen resilience against water-borne illnesses.