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Process of Social Entrepreneurship in India: The Case of Goonj

Social and Sustainable Enterprise: Changing the Nature of Business

ISBN: 978-1-78190-254-7, eISBN: 978-1-78190-255-4

Publication date: 6 November 2012


Purpose – This study explores the processes underlying the founding and growth of GOONJ, a social venture devoted to the cause of clothing in India, and examines the role of the founder in reconciling the trade-offs between market-based and socially motivated criteria in the venture creation process.

Methodology/approach – A case study was used to discern the relevant processes and the reasons for the founder's choices. Primary insights were combined with material from secondary sources such as GOONJ's website, press releases and video clips.

Findings – The founder has ethically and effectively mobilized resources for mass social impact; however, he may adopt a more entrepreneurial approach based on long-term financial planning and professional management for sustained growth.

Research limitations/implications – The research is based on a single case study that precludes generalization; a survey-based approach may be adopted in the future.

Practical implications – Individual entrepreneurs with an overriding social mission can successfully resolve social problems; however, there is the need to combine the social motive with an entrepreneurial approach for sustained growth.

Social implications – Social entrepreneurship (SE) plays a potentially significant role in alleviating pressing social problems in emerging economies mired in institutional constraints; however, it needs support mechanisms to enable an entrepreneurial approach to social venture creation.

Originality/value of chapter – The study contributes to the literature on SE in emerging economies, in particular India, a unique cultural context compared to North America or Europe, yet significantly under-represented in entrepreneurship research. Also novel is an entrepreneurial process-based model to investigate the chosen case.



Pruthi, S. (2012), "Process of Social Entrepreneurship in India: The Case of Goonj", Underwood, S., Blundel, R., Lyon, F. and Schaefer, A. (Ed.) Social and Sustainable Enterprise: Changing the Nature of Business (Contemporary Issues in Entrepreneurship Research, Vol. 2), Emerald Group Publishing Limited, Bingley, pp. 1-23.



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