Sanitation in India is an emerging high priority area to work for public and private sector players (including NGOs). Many organizations remain focusing only on the demand generation with a believe that demand is only factor hindering progress in sanitation. i think this is more than demand. In order to progress in sanitation, the sector has to work on demand and supply together. The nonuse to toilet in the rural areas is not the demand rather the quality of service that people do not want. Latrine should be considered as a product like other products in the market where people make their own decision to choose rather than outside decide on their behalf. The recent government guideline (NBA) has given high respect in that and hence choice is with the customers/ people. Sanitation services needs to be sustainably available in the local market for the people to sustain their latrine. Like the other products requires repair in a regular interval similarly latrine also requires same kind of services. The sanitation again is not only about constructing toilet. It requires a service for emptying, transportation and disposal especially in urban areas. The unanswered questions in the rural scenario are: what is happening with sludge in case of high water table areas, low land areas. This needs a continuous service to empty, treatment and disposal, which could only be done by private sector players. Seeing all these, it is clear that private sector can make a huge business by providing end to end services of sanitation. What do you all think?