Social Impact India Portrait by Alan Compton

GOONJ FOUNDATION

Empowerment & Innovation

Goonj, an inspiring non-profit based in India, has built an innovative, sustainable model that uses urban waste to tackle urgent issues in rural communities. For over 20 years, Goonj has bridged the urban-rural divide, turning discarded materials into resources for sanitation, disaster relief, and rural development. Their work is more than just about waste management—it's about dignity, empowerment, and the transformative power of community-driven action. Through its impact in over 22 states, Goonj has empowered millions, and my ongoing partnership with them has been centered on helping amplify their story to a wider audience.

In 2016, I was introduced to Goonj through the Resource Alliance at the International Fundraising Congress (IFC) in Bangkok. It was there that I met Anshu Gupta, the founder of Goonj, whose storytelling and the organization’s transformative approach left a lasting impression on me. A few months later, I traveled to Delhi to begin a collaboration that has since evolved into a six-year partnership.

During multiple visits to India, I had the opportunity to witness firsthand the intricacies of Goonj’s operations. From urban recycling centers that process cloth and materials through the hands of hundreds of women, to their wide-reaching rural development initiatives powered by these recycled resources, Goonj’s work is nothing short of revolutionary. They’re not just addressing immediate needs—they’re building long-term, sustainable systems that empower local communities, foster independence, and provide vital resources for those who need them most.

One of Goonj’s biggest challenges has always been communication. Despite the undeniable impact of their work, they were often too focused on the pressing needs of the communities they serve to dedicate enough attention to telling their story to the world. This is where I came in. Through photography and film, I helped Goonj share the human side of their initiatives—documenting the community-led activities transforming lives in both urban and rural India. Whether it was villagers in Odisha building roads to connect isolated communities, or locals uniting to clean lakes and replant mangroves, each story captured the collective strength and empowerment that defines Goonj’s impact.

In addition to the visual work, I played a role in establishing Goonj’s brand guidelines, helping to create a cohesive, consistent identity for their communications. I also built their website for the Goonj Foundation, a platform designed to engage the Indian diaspora in raising awareness and support for their work. This comprehensive approach has allowed Goonj to present a unified, professional face to the world, which is crucial for attracting both domestic and international support.

When the COVID-19 pandemic hit, Goonj found itself on the frontlines of a crisis, providing emergency relief to rural communities already affected by natural disasters and poverty. At Anshu’s request, I developed a creative program to support the mental health and well-being of their frontline workers, who were facing extreme conditions. This initiative turned into a two-year-long virtual storytelling mentorship program, where over 50 staff members learned the art of storytelling, photography, and communication. These sessions not only provided an emotional outlet but also empowered Goonj’s team to document their work, ensuring that the stories of those they were helping would be shared in the most respectful, impactful way possible.

This mentorship program was more than just a creative exercise—it became an essential tool for documenting Goonj’s ongoing relief efforts and community projects. The frontline workers, who had been delivering aid in some of the most challenging conditions, were able to capture their experiences and share the stories of the communities they were supporting. The impact of this work goes far beyond films and photographs; it’s about giving the staff the skills to become powerful storytellers in their own right, ensuring that Goonj’s message will continue to be communicated for years to come.

Working with Goonj has been a transformative experience for me, both personally and professionally. Over the course of our collaboration, we’ve created a body of work that not only tells the story of Goonj’s impact but also honors the dignity of the communities they serve. Through the power of storytelling, Goonj can now effectively communicate its mission to a global audience—engaging supporters, securing vital funding, and ensuring that their message of resilience and resourcefulness resonates far beyond India’s borders.

Goonj has proven that even discarded materials, when viewed through the lens of innovation and community-driven action, can become tools for change. And in doing so, they’ve turned waste into something far more valuable—an enduring legacy of dignity, empowerment, and hope.

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