Published Paper Details:

Access to safe and reliable drinking water remains a critical challenge in rural India despite significant policy interventions. The Jal Jeevan Mission (JJM), launched in 2019, aims to provide functional household tap connections to every rural household by 2024. This study examines household willingness to pay (WTP) for improved drinking water services under JJM in Tamil Nadu, with a focus on socio-economic determinants, water quality perceptions, and service reliability. Primary survey data were collected from rural households and analysed using a logistic regression framework. The results indicate that income, education, and gender of the household head significantly increase WTP, while negative perceptions of water quality reduce it. Households with higher awareness of health risks associated with poor water quality reported stronger WTP, highlighting the role of information in shaping demand. Policy implications suggest that beyond infrastructure provision, ensuring water quality monitoring, transparent communication, and community engagement are essential to build trust and achieve cost recovery in rural water supply. This study fills a gap in the literature by linking household-level perceptions to financial sustainability of JJM in Tamil Nadu, offering insights for scaling rural water programmes in India.