The need to manage NRW better and protect precious water resources has become increasingly important. Non-revenue water (NRW) management allows utilities to expand and improve service , enhance financial performance, make cities more attractive, increase climate resilience and reduce energy consumption. In a water constrained environment, NRW management often offers superior cost-effectiveness compared to supply augmentation. At the same time, revenues from saved water improve a service providers’ bottom line whilst lower water abstraction increases city resilience. But the benefits that arise from reducing NRW are yet to become driving forces behind tackling this endemic challenge in developing countries. Despite the benefits and decades of training and advocacy from international and industry organizations, NRW reduction still receives scant attention amongst those utilities which would most benefit from it – why is that?