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How the Mi Baño is helping Peruvians attain the dream of an in-home bathroom

Luciana Guimaraes Drummond E Silva's picture



What is your dream?

Many people living in Peru dream of having a safe, well-built, multi-use bathroom that includes an adjacent area for a shower with a nice shower curtain and mirror and is constructed with bricks and cement, and has a wooden door and window. Sounds ordinary, right?

But for 2.4 million households in Peru this dream is out of reach because they have no access to credit lines, and the only way for them to construct an in-house bathroom would be by paying the entire construction cost upfront. This situation created an unexplored market estimated at $500 million – an amount large enough to attract private sector investors.

This great market opportunity allowed a team from the World Bank Group’s Water Global Practice, with support from the Public-Private Infrastructure Advisory Facility's (PPIAF) Sub-National Technical Assistance Program (SNTA), to design an innovative and effective solution to help Peru solve this issue by involving the local private sector. The SNTA helps sub-national entities develop their capacity to access market-based financing without sovereign guarantees to improve infrastructure services.

The result was the “Mi Baño”: a bathroom in a box delivered to a client’s door ready to install, which can be financed through a microfinancing mechanism designed exclusively for its commercialization.

Mi Baño offers three tailored and bundled sanitation products that were designed taking into consideration the three top attributes that drive the purchase of sanitation products in Peru: safety, durability and comfort. In addition, it is a practical solution for both households that have access to a water and sewer network but do not have an adequate sanitation facility within their homes, or that do have water supply, but do not have adequate sanitation in their homes.

It was a great product, but there was another problem at the time: how to market it and receive acceptance from its targeted audience. The team knew that in addition to regular marketing they would need to promote behavior change, since this section of the population was not in the habit of using an indoor flush toilet. Hence, a holistic approach was adopted that included promotion through media, distributing information, and in-person education and counseling. This resulted in a widely accepted brand, and 99% of the inquiry respondents considered “a bathroom in a package” that was ready to install the best solution for families that did not have a bathroom.

Another key element also remained: affordability. The cost and difficulty of financing sanitation products was the main obstacle for the millions of households without an in-house bathroom. To solve this problem, the World Bank Group team, supported by SNTA, developed an innovative and viable business plan with a common vision that was fully endorsed by the Peruvian Industry Association.

This business model was built around a unique platform that included participation from multiple partners such as large-scale manufactures, logistic operators, IT services, communal promoters, small hardware stores, and microfinance institutions. As a result of this collaborative work, the price of these bathrooms was 40% lower than what families would have to pay to search for and purchase standalone pieces, including time, transport, and freight costs.

Furthermore, the monthly amount families needed to make this purchase decreased thanks to the support of a group of microfinancing institutions, which developed ad-hoc micro loans and savings products for Mi Baño. While in 2008 the cost of a complete bathroom package represented 14% of the monthly average household expenditures of the bottom 40% of the poorest population, in 2015 the same package represented only 5%.

SNTA support helped:
  • Develop the micro lending of this product including pre-screening the municipal development banks (CMAC) that supported the program.
  • Conduct market research and design of micro lending products.
  • Implement a monitoring and evaluation program.
This group effort resulted in a very successful model for serving the untapped sanitation market through domestic private sector participation.

And if you’re wondering what a face of someone who has achieved their dream looks like, just see the pictures and testimonials below.

For more information about SNTA programs and funding, visit our website.

You can also watch a YouTube video on the Mi Baño project here produced by the World Bank.



“I have taken the first step to achieve the first part of my dream, and now I can go and chase the other parts of it.” María Jovita Gutiérrez Briones (54 years old), Cajamarca, Peru.


“For the past 13 years, since we have had access to the water and sewer network, I’ve been waiting to have a bathroom like this one, and now I am finally able to have it!” Testimonial collected by Cajamarca.

 

Comments

Submitted by Dr.Mohamed Taher Abdelrazik Hamada, Ph.D on

The dream of the households in Peru to have indoor or outdoor bathroom also is the dream of Africans too, specially in
rural areas. It is illustrated that the local private sector is able to make it a reality , that is why PPPS is very urgent to the developing world.
World Bank with it's huge abilities can help the locla private sector through it's
cooperation with the public sector PPPS to fulfill such dreams and maybe more than
that.The World Bank can help the local private sectors to have a prominent role played in line with the public sector in the developing world to have healthy snitation means of life .
Mi Bano facilitates an organized way to provide healthy and inexpensive bathrooms
that are perfect for healthy sanitation.
Mi Bano bathrooms as illustrated need more scial acceptance which achievely can be accepted by their lower prices more than the indoors bathrooms,and also they have an acceptable means of privacy.
Yours Very Respectfully,
Dr. Mohamed Taher Abdelrazik Hamada,Ph.D
Retired Professor at Strayer University, USA
Address
[redacted]

Submitted by antony on

A very very impressive way to tackle income inequality in emerging economies I am very interested in applying this principle in my home country kenya and also where I live which is just opposite an informal settlement called mathare valley kindly get in touch with me thanks.

Submitted by antony on

my youth group comes from an informal settlement called mathare valley we collect garbage around the residential areas and help get the youth off drugs and crime , am thinking of incorporating this wonderful idea into our youth program , so that we register a microfinance / welfare program and get the youth to learn how to save and then gradually scale up the program to include the bathroom&toilet .........

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