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Anshu Gupta

Anshu is popularly known as the Clothing Man. He started as a freelance journalist, left the corporate world and founded GOONJ in 1999 to bring rural wisdom and basic yet neglected needs of clothing into the radar of the development sector and the civil society by creating imaginative solutions with urban surplus. Over the years Anshu and Goonj have received major recognitions, including the Roman Magsaysay award, World Bank’s Development Marketplace award and NASA’s Launch award. Anshu also won recognition as an Ashoka Fellow and Social Entrepreneur awarded by the Schwab Foundation while he was also listed as one of India’s top social entrepreneurs by Forbes Magazine and Fast Company.

Now Anshu is focused on global replication of his model to bridge the massive gap of social and economic inequities between urban prosperity and rural poverty. He envisions Goonj’s growth not only as an organization, but as an idea, where organizations and individuals across the world join the movement, learning from Goonj’s experience and help reach the basics of life to people who need it urgently. Mindful of their dignity and their needs, not as charity. Anshu is a foodie who loves photography, travel and writing. He lives in Delhi NCR with his wife Meenakshi also the Co-founder of Goonj and their daughter, Urvi.

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Non-profit Social Enterprise
Areas of Impact
South Asia, India


Goonj views the waste of urban India as a surplus resource and under-utilized wealth. Although this is especially critical during times of disaster or emergency, Goonj moves materials throughout the year. This has necessitated the creation of collection centres in eight major cities and an extensive logistics network comprised of multiple partners.

Every year, Goonj receives over 1,000 tonnes of clothing, books, shoes, furniture, toys, utensils, construction materials, medical supplies, and office equipment. All of these items are sorted, repurposed, repacked and transported to communities according to their specific needs. While people in urban areas often discard what they no longer want, Goonj is teaching people to contribute based on what the poor actually need, thus giving dignity to the receiving communities.

Through its network of 250 NGOs, 200 company partners, and 500 volunteers, Goonj has an impact across 21 states in India. In exchange for cloth and other materials, and with the technical support of Goonj, village and slum communities are incentivized to organize local development and infrastructure-building programmes. This has led to 500 infrastructure projects across 1,500 villages every year, including the creation of schools, concrete roads, bridges, wells, irrigation canals and toilets.

The Cloth for Work programme is integral to this development work in ultra-poor areas. In the aftermath of a disaster, families are often only left with manual labour as a source for sustenance. Thus Goonj designs and distributes trade kits that match people’s skills (e.g. carpentry, shoe repair, cycle repair, tailoring, barber work). In exchange for the trade kit, recipients contribute to village development through labour or by giving a portion of the profit generated from the trade. Since 2008, Goonj has created kits for more than 20 different trades.

Another example is its sanitary napkins, created from remnants of discarded cotton cloth that is washed, sterilized, ironed and stitched. Goonj’s sanitary napkins are sold for INR1 per napkin and have reached 2 million first-time women users, leading to much needed education and discourse around women’s reproductive health in rural areas.