In order to reach universal and equitable access to safe and affordable drinking water for all (SDG
6), simple, market based, affordable and repairable technologies, (SMARTechs) such as Rope
pumps, may be a good alternative for rural water supply. Together with partners and via local
entrepreneurs the SHIPO SMART Centre already realized close to 10,000 Rope pumps in
Tanzania, of which half is via Self-supply (private wells).
This assessment looked at ways to accelerate scale up of SMARTechs in Tanzania from a
marketing point of view. Local entrepreneurs, NGOs and Rope pump users were interviewed to get
an idea about the supply chain and motivations of users.
The best marketing is a bottom-up approach. Good-working examples with a certain critical mass,
and clearly showing the advantages for the user are the most efficient way to create demand and
to realize a shift in the customers’ decision making in favor of a SMARTech. Consumers do not
want to take risks and incline to choose the same technology and supplier of their neighbor. The
market for private wells may grow stronger when people better understand the economic benefits
(direct and indirect income generation).
NGOs play an important role in the first stage of scaling up because both subsidy and social
marketing are needed to establish a critical mass, to raise awareness at consumers and to
convince the early adaptors of the new technology.
To accelerate scaling up of SMARTechs, it is needed to support existing workshops with all
aspects of the supply chain and to enhance their technical and business skills. But that is not
enough, new workshops need to be found and trained continuously, until a complete national
distribution network has been reached. With this approach even ‘the last mile’ may be reached.