A century-old Japanese company, TOTO Ltd is the world’s largest manufacturer of toilets. Its brand has become a household name in Japan, and its sanitary wares are admired globally. Targeting well-off consumers, the company has positioned its products as everyday luxuries. Known for constant technological innovation, TOTO recently launched its newest “Washlet” model with a sticker price of USD 6,000, which was instantly back ordered. The company has had less success in India, a country that TOTO’s leadership has designated a new long-term development market. Seeing opportunity in the fact that 500 million residents in India relieve themselves in the open, TOTO’s management discovered that many rural communities resist using toilets. Used to marketing state-of-the-art toilets to fastidious global consumers, the company president Madoka Kitamura is attempting to find a way to make the rural population in India embrace TOTO’s toilets.