Service - Reimagining Public Toilets as Micro-Hospitality

Introduction:In 2014, the Government of India initiated the "Swachh Bharat Mission," which inspired our client to develop for-profit public toilet facilities throughout the nation, aiming for a transformative experience in public hygiene.

Key Insight:Public toilets in India are often viewed as unclean, discouraging usage among the upper-middle-class demographic, especially women. This perception could be shifted by offering facilities that emphasize hygiene and privacy, catering to a willing market that values cleanliness.

Action Plan:We conducted ethnographic research and collaborative workshops to establish a distinct brand strategy and service design. The approach redefined the concept from mere public toilets to a micro-hospitality model that prioritized five-star hygiene, endowed with digital accessibility and additional health products.

Impact:This innovative initiative elevated public toilets to premium status, attracting previously hesitant consumers and establishing a sustainable business model that aligned cleanliness with profitability, thus improving public health and access.