The Swachh Bharat Mission (SBM) is a revamped programme on sanitation launched by the H’ble Prime Minister, with a clear focus on outcomes. The programme was drafted carefully, looking at learnings from past sanitation programmes in the rural sector. Despite many programmes, the rural sanitation coverage rate did not get much success, for varied reasons. The primary reason was inability to implement programme in a pure ‘demand driven’ way, and lack of capacities to trigger behavioural change, required for this demand generation.