More coordination on marketing and communications may be required to mitigate political risks. A successful project outcome in the form of air pollution reduction was dependent upon maximizing product sales. During the election period, incorrect and negative statements were made about the project in the press. Moreover, traditional stove producers and alternative fuel producers who were perhaps threatened by the introduction and subsidy of new coal-fired stoves, criticized the program. This misinformation may have created some confusion in the market about the efficacy of the program and its benefits. While stove sales remained high overall, the project would have benefited from improved implementation of, and coordination with, the Government’s national plan to reduce air pollution and its communication strategy.
Lesson Learned