Goonj (NJPC - Not Just a Piece of Cloth), NGO. NJPC is an initiative started in 2005 by Goonj (means an echo), a multi award-winning social enterprise. 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. MY Pad, Goonj's clean cloth pad is developed out of old cloth collected from urban masses. It is made with highly indigenous processes while also educating the user women to make it on their own.