Best mattress brand in India, Emma Mattress, joins forces with Goonj to tackle the COVID-19 crisis.

Non-profit organizations work tirelessly around the clock, around the country and around the world to furnish multi-faceted support to multitudes. They scrape, scrim and save every dive at their disposal to keep their operations afloat. But they don’t budget for something like a global pandemic, and when they’re faced with something of this scale and nature, their business models get turned on their heads.

Organizations like New Delhi-based Goonj, with over two decades of exemplary work under its belt – turning urban surplus into functional and helpful resources, and furnishing millions in rural areas with those resources, equipping them with the tools they need to overcome the obstacles they face with self-assurance and dignity – are starring down the barrel of a situation where they might be forced to change the way they operate. These organizations count on public support for their fundraising efforts to not only stay in business but also to continue to serve the communities during difficult times. Given the current trajectory of the COVID-19 pandemic, non-profit organizations in India could find themselves in a situation similar to their beleaguered foreign counterparts – which are finding it increasingly difficult to deal with financial distress in the light of increased need and demand for their work and curtailed corporate and private charitable expenditure owing to sizable corporate losses. As Dan Corry, Chief Executive at New Philanthropy Capital, put it “Charities are mobilising to help thousands of people across the country but they are also crying out for more help and support”, "Their income is collapsing just as people’s need to use them starts to grow."

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