One of the most glaring oversights in the field of development is the lack of attention to clothing. Countless organizations work on food, energy, education, health care, economic opportunity - but beyond disaster relief efforts, you hear little about the need for clothes. In India, this makes no sense. In 1998, the Guptas started an organization, Goonj (meaning echo"), to redistribute (clothing) where it was most needed. They wanted to find a way to address the problem systematically - to craft a permanent, rather than an episodic response, to what they considered a non-natural, perpetual disaster. Goonj has found a way to assist villagers that moves beyond the stigma of charity. The model is grounded in the Indian concepts ... advocated by Gandhi and his disciple Vinoba Bhave. "The whole chain is full of respectful links. Not many supply chains are full of respect." Today, Goonj operates collection centers in nine Indian cities and provides about two million pounds of materials, mostly clothes, but also utensils, school supplies, footwear, toys and many other items. It will assist about a half a million people in 21 states this year. Goonj also takes pains to see that its materials actually reach the intended recipients. They carefully vet N.G.O. partners and do follow-up visits. If that is impossible, they require that photographs be taken to show the distribution of goods. Gupta said. "It's a tough game to deal with local police and government officials and tax officers. But we have a zero bribe policy."