Transformative Threads: A Case Study on Goonj's Social Entrepreneurship in Sustainable Fashion

— In the realm of social entrepreneurship, the intersection of sustainability and fashion has given rise to innovative initiativesaimed at addressing environmental concerns and promoting ethical practices within the industry. Social entrepreneurship is a dynamic and impactful approach to address social and environmental challenges. At its core, it involves the application of entrepreneurial principles to create and implement innovative solutions that generate positive social, cultural, or environmental change. Social entrepreneurs are individuals or organizations that blend business strategies with a deep commitment to solving societal problems. Goonj, founded by Anshu Gupta in 1999, is a pioneering social enterprise that has made significant strides in the realm of sustainable fashion. This paper uses the qualitative approach of case study method to delve into the journey of Goonj, examining its inception, mission, strategies, impact, and the challenges faced in the pursuit of social entrepreneurship for sustainable fashion. The authors aim to conduct a content analysis the business model of Goonj with the lens of social entrepreneurship and develop a framework for other organizations to follow a sustainable path. Social entrepreneurship is a powerful force for positive change, addressing societal and environmental challenges with entrepreneurial vigor. By combining business acumen with a commitment to social good, social entrepreneurs play a crucial role in fostering a more equitable, sustainable, and compassionate world. Goonj stands as a beacon of success in the realm of social entrepreneurship for sustainable fashion. By transforming the way society views and manages clothing, Goonj has not only met a basic human need but has also contributed to community development and environmental sustainability. This case study showcases the potential for social enterprises to drive positive change while addressing pressing social and environmental issues