Innovation and New Product Development Case Study

Promoting Water Management in India

OR

Abstract:
Chennai - a metro of India had recurring water shortages. In 2001 after an acute shortage, Shekhar Raghavan, a professor of physics reintroduced Rain Water Harvesting (RWH) systems. A citizen’s action group formed, educational institutions and corporates participated and the concept was promoted widely in the city. The state government was involved and RWH became a part of urban planning in Chennai. The people’s movement became a government’s initiative. A variety of promotions including door to door campaigns were carried out and technical assistance was provided for installations. The success of RWH brought international recognition to Chennai, and was the result of a workable idea, backed up with perseverance and community and government support.

Pedagogical Objectives:

• To discuss the six Ps of social marketing and the gradual implementation of RWH at various levels in the city
• To discuss the role and importance of public-private partnerships in increasing adoption of resource management techniques
• To debate on the methods of natural resource management and innovative practices in use.

Keywords : Social Marketing; Change Management; Public-Private Partnerships; Policy change; Social Behavioral change; Resource Management; Innovation Management Case Study; Rain Water Harvesting

Contents:

• Water Shortage in Chennai
• Publicizing Rainwater Harvesting
• Government Promotions
• Roof Top Rainwater Harvesting
• Rain Centre in Chennai
• CMWSSB Legislations for RWH
• ARCSA and IRCSA