Goonj, an initiative by Anshu Gupta and his partner Meenakshi Gupta, aims at utilising the unused resources of the urban society to address the needs of rural India. The idea is to highlight the issue of clothing as a basic human need and for it be considered as one of the many development subjects that require attention.

What started out as an initiative to provide proper clothing, today has expanded into a full fledged network of rural innovation present in 21 states in partnerships with over 250 grassroots organizations. Goonj has a formal team of around 180 people apart from its vast army of volunteers.

So far they have initiated innovative projects such as 'Cloth for work' project which encourages communities to undertake developmental projects with clothes and materials as a reward. 'Not Just a Piece of Cloth' is their award winning program that produces 'cheap and effective sanitary napkins' to address the various health and hygiene issues of female menstruation among rural women in the country.

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