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GOONJ (means an echo) a multi award winning social enterprise focused to work on ignored basic needs like clothing, sanitary pads for village and slum India while changing the dynamics of giving and receiving with dignity. Using the city’s discard GOONJ is fueling wide spread development work across village India. Over the last 19 years it has built a network of channels from urban to rural India, channelising clothes and other household material to reach people in most far-flung areas. Turning a city’s discard into currency for rural development work, GOONJ has innovatively catalysed what is threatening to be a environmental disaster and taken the pressure off monetary inputs for wide ranging rural development.