What is needed to improve sanitation markets in rural East Java, Indonesia? To answer the question, a
team of experts conducted a qualitative diagnostic assessment of sanitation-related opportunities and
constraints in rural East Java between January and August 2007. The team conducted two field visits to
the districts of Lumajang, Madura, Megaluh, Probolingo, and Jombang and the city of Surabaya. In
selected districts, the team conducted in-depth interviews, focus group discussions, and a desk review of
published data to identify factors influencing three key areas—demand, supply, and a market-enabling
environment. The bottom line: Although the team found little evidence of supply-side constraints,
catalyzing supply is an opportunity to improve sanitation. However, the biggest challenge lies in
increasing demand. Factors inhibiting improved sanitation include social acceptance of open defecation,
unawareness of the health benefits of using hygienic latrines, and incorrect information on costs of
installing and maintaining hygienic latrines.
The assessment was conducted as part of the Global Sanitation Scaling Up Sanitation Project to test
proven and promising approaches to create demand for sanitation and to use marketing techniques to
improve the supply of sanitation-related supply and services for low-income, rural communities. These
approaches are called Total Sanitation and Sanitation Marketing (TSSM).