This UNICEF India report sheds light on whether (and to what degree) trendsetters were involved and may have influenced the social diffusion of Swachh Bharat Mission in India. Understanding who trendsetters are and how they can be motivated to act is an important step in building a comprehensive theory of social change. The present research is particularly important for India’s policy efforts post-ODF, as continuous support from stakeholders is necessary to sustain toilet use and maintenance.