Search for Cases

Case Details

Case Code: LDEN129
Case Length: 18 Pages 
Period: 2017    
Pub Date: 2018
Teaching Note: Available
Price: Rs.500
Organization : Small
Industry : Social Enterprise
Countries : India
Case Studies  
Business Strategy
Human Resource Management
IT and Systems
Leadership & Entrepreneurship

Anshu Gupta- Goonj: Spearheading Social, Economic, and Environmental Impact in an Innovative, Sustainable, and Replicable Way

<<Previous Page




Goonj functioned from Anshu’s home till 2003. For the first five years, it operated without any major funding. Initially, Anshu faced a number of rejections. The agencies and NGOs he approached were not convinced about his idea and told him it would not work out. They suggested that he take up something else. Many funding agencies refused to partner with Goonj as its activities did not meet their parameters for funding. But Anshu persisted and continued with his work. He said, “It’s the ‘keeda’ (worm) inside me to do something different, to do something good and big for the society – for those who are victims of social and economic inequities, and the determination to reach that goal, which keeps me motivated.” He was soon joined by like-minded people and a few organizations who supported the cause and helped Goonj scale up its operations..

Leadership and Entrepreneurship Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
Leadership and Entrepreneurship Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
PayPal (11 USD)



In 2004, a tsunami struck the Bay of Bengal on the southeast of India. The southern state of Tamil Nadu was severely affected. In the aftermath, the state received tons of clothes from all over the world as relief material. The relief material that the victims received included sweaters, woolen blankets, and balaclavas, which were of no use at all in a tropical area like Tamil Nadu, as it hardly experienced winters..


Goonj encouraged people to check their wardrobes regularly and to donate clothes that they had not used for a while. It had collection centers across all the major cities and also organized neighborhood meets where people could donate items...


Goonj emerged as a resource mobilization initiative that provided clothes and other basic amenities to millions of poor across the country. As of 2015, Goonj was collecting and processing over 100 tons of material per month. It had a presence in 21 states in India. The material was collected and distributed through an extensive network of 250 NGO partners, 500 volunteers, and 200 schools...


According to Anshu, the challenge he had faced since the inception of Goonj was to bring about a change in the mindset and attitude of people. He said Indian urban dwellers did not understand the plight of villagers who struggled to get proper clothes to protect themselves and other basic amenities, which city dwellers took for granted. Anshu said, “Thousands of people have supported Goonj, but the battle of mindsets still needs to be won. India doesn’t have a culture of giving. Motivating the rich to part with things lying unused in their homes, and motivating the poor to work to fulfill their needs instead of getting them as free handouts has been difficult.” Anshu also felt that the quality of material that they received was very poor. He said, “Urban Indians only discard clothing that they either do not need, or that has become unusable, they do not give what others need. So, we see all manner of discarded material during our collection drives.” .


Exhibit I: Poverty in India
Exhibit II: Goonj - Ethos, Beliefs, Values
Exhibit III: Awards Received – Goonj and Anshu Gupta
Exhibit IV: Goonj - Income Expense Statement