Offering a huge relief to the problem of finding clean public toilets in India, the country’s leading lavatory care brand, Harpic, on Sunday launched the “Harpic Loocator App.” The first-of-its-kind app-based solution is all set to change the way people, more so women, had to struggle for it. In the same league, Harpic introduced the campaign #BeFreeToPee to show that women tend to compromise because of the inadequacy or lack of clean public toilets.
This has been clearly reflected even in recent studies in Delhi, where shocking statistics have brought to light the fact that about 70 percent of women are unable to find public toilets at the time of their need; they spend about 60 minutes finding a clean one. For example, the limited availability of toilets has forced many women to decrease their water intake while away from home, in effect forcing them to put up with not being fully hydrated or getting a UTI. Further, large sections of women even avoid a job or travel opportunity that might demand frequent use of public facilities.
Empowering Communities Through Technology
That is exactly what the Harpic Loocator App does by enabling users to find, rate, and add public toilets onto the app. This approach, based on the ideals of community, would help in locating facilities that are available to the general public and also determine that the toilets meet a basic standard of hygiene as judged by their users, on features such as water, soap, tissue paper, clean environment, and lighting.
Saurabh Jain, Hygiene, Regional Marketing Director, South Asia, Reckitt, said “The dearth of information and accessibility regarding clean public toilets affects all segments of society, but women bear the brunt most significantly. Many alter their daily routines and lifestyles to avoid using public facilities, which can have detrimental effects on their health. For those who frequently travel for work or leisure, these challenges are magnified. This situation has resulted in school and college dropouts, reluctance to pursue travel-related jobs, safety concerns, and more. The ‘Be Free To Pee’ campaign is a testament of our commitment to help consumers with solutions to all their bathroom and toilet problems. As we embark on this journey to initiate conversations around unspoken challenges faced by many women in India, we urge you all to join us by using the ‘Harpic Loocator’ app and rate the toilets around you, helping women make safe and informed choices.”
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Aalap Desai, CCO and Co-Founder of tgthr said, “In India, access to toilets is easy for men while women face this issue incessantly. I have seen so many of my close friends go through this pee paranoia and be forced to live as if it is natural to live with it. They just don’t have a choice. This is unacceptable. This is a basic human right and the helplessness that women go through must stop. The app with its consumer-friendly interface is a solution that they have been needing for years. The most satisfying piece of communication is something that actually improves lives, and that’s what this product does, too. And this is not a short-term solution. This is an app that can be used every day for years to come. The longevity of the solution is also a demonstration of the brand’s commitment to adding to the solution women need.”
A Step Towards Behavioral Change
This goes beyond the Loocator App for sanitation, with a lot of initiatives under the Swachh Bharat Mission and Mission Swachhta Aur Paani to promote sanitation and water conservation. From a brand point of view, it further testifies to a holistic approach to its dealing with India’s sanitation issues, including the enhancement of dignity and empowerment of sanitation workers through programs like World Toilet College and Mission Safe Toilets for All.
