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GOONJ: the power of cloth

Krishnadas Nanath (Indian Institute of Management Kozhikode, Kozhikode, India)

Publication date: 1 October 2011

Issue publication date: 1 October 2011


Subject area

Strategic management and social innovation

Study level/applicability

Undergraduate and graduate level management/business school students. It can be taught in strategic management and social innovation courses.

Case overview

GOONJ is a non–profit organization which has life and dignity for lakhs of people in India over the last decade. It aimed at bringing up clothing as one of the important aspects of human life and make it available for the needy keeping their dignity intact. The case begins with Anshu Gupta, founder of GOONJ thinking deeply about the high–priority meeting to take GOONJ to the next level and scale up the operations of his social innovation. It then tries to bring up the potential problem of clothing and menstrual hygiene in India followed by explanation of the present working model of GOONJ which allows them to manage the operations with 97 paisa per cloth. With the dream of taking GOONJ to the next level and converting it into a nation–wide phenomenon, will the present model work?

Expected learning outcomes

This case will cover two important aspects: social innovation process (themes, challenges and implications for practice); and strategic management concepts (stakeholder theory, internal–external factor evaluation).

Supplementary materials

Teaching notes.



Nanath, K. (2011), "GOONJ: the power of cloth", , Vol. 1 No. 4.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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