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Five early-stage sustainable urban water management innovations in India are examined utilizing diffusion of Innovations theory. Cases are described using grey literature, surveys, and qualitative insights derived from interviews with innovators (N = 5). Potential future adopters (PFA’s) were also surveyed (N = 31), and their attitudes toward adoption is discussed. We identify alignments and misalignments between the goals, perceptions, adoption attitudes, and modes of communication between innovators and PFA’s. Innovators and PFA’s were largely aligned in their assessment of two innovation characteristics considered ‘most important’ (namely  relative advantage  and  compatibility ), but not aligned regarding  simplicity  (rated ‘most important’) or other ‘moderately important’ to ‘less important’ innovation characteristics ( trialability, observability , and  reinvention ). We identify the role of communication channels between innovators and PFA’s, and suggest that innovators might work to better emphasize the  simplicity  of their approaches to maximize the likelihood of adoption. Finally, we identify opportunities for future research in this under-studied domain.

Informal diffusion of green infrastructure innovations in Indian megacities: perspectives from innovators and potential future adopters