Seetha Gopalakrishnan
Thursday, January 15, 2015 - 13:34
Goonj (means an echo) a multi award-winning social enterprise, started the NJPC (Not Just a Piece of Cloth) initiative in 2005, around a decade ago. NJPC is focused on opening up the most taboo and ignored subject of menstrual hygiene: a female health hazard by involving the masses in generating an affordable cloth napkin. The NJPC programme is a nationwide intervention, which not only starts with providing a physical product but stresses more on changing practices, behavioural patterns, education and replication in the long term. GOONJ channelises the unused material lying idle in urban homes, to the far-flung villages of India as an important economic resource. GOONJ has grown as a mass movement among the urban and rural masses, mobilizing cloth and repositioning it as an important resource for rural India rather than wastage fit only for charity. GOONJ is the first to highlight clothing as a basic but un-addressed need which deserves a place on the development agenda.
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