Sanitation is more than a facility, it’s a reflection of access, behavior, and daily life. This report, built from insights gathered through over 2,900 responses across rural India, explores how infrastructure, education, and water access shape the everyday hygiene habits of rural households. By examining who cleans, how often, and under what conditions, the study uncovers the invisible factors influencing sanitation practices in India’s heartland.

• Design data-driven hygiene interventions
• Understand where and why cleaning habits fall short, not just due to lack of toilets, but because of water access, housing type, and lifestyle indicators like mobility and education.
• Uncover regional and behavioral triggers for change
  The report reveals which factors most influence toilet cleaning frequency, enabling sharper messaging and targeted development programs that go beyond surface-level solutions.

• 85% of respondents living in pucca houses use toilet cleaners, compared to far lower usage among those in temporary or semi-permanent homes.
• 50% of respondents would like a long-lasting fragrance in their toilet cleaners.
• 34% of respondents clean their toilets 2-3 times a week.
• 49% of respondents use branded toilet cleaners.

Sanitation is complex, and deeply contextual. This report unpacks the realities shaping rural hygiene behaviors and offers powerful, actionable insights for development bodies, social enterprises, and health-focused brands.

Download the full report to explore the findings and make informed decisions that matter on the ground.