Anita Dongre

Early Life And Education

Anita Dongre was born and raised in Mumbai’s suburb, Bandra with her 5 siblings. She was born in a traditional Indian household where women played stereotypical roles. None of the women in her extended family of 50 cousins ever worked anywhere.

She perused her childhood passion for design, studying about Fashion Designing at SNDT Women’s University in Mumbai.

Career

In 1999, Anita Dongre started her own label AND Design India Ltd, along with her sister Meena Sehra in the balcony of their apartment. "There was total shock and I was subjected to a lot of counselling. Back then it was assumed that if a woman wanted to work it meant that her family was unable to look after her financially," says Anita.

After graduating with a degree in Fashion Design, Dongre began supplying Indian wear to boutiques for 12 years. India had gone through a significant shift in that time with more women joining the workforce and requiring appropriate clothing for it. After most boutiques rejected her designs for western wear, Dongre resolved to create her own company, And Designs India Limited. She launched her first brand AND in a 300 sq. ft area at Crossroads Mall, Mumbai along with her sister and a few years down the line, her younger brother joined her business.

In 2015, And Designs India Limited re-branded itself as House of Anita Dongre. Dongre’s portfolio of brands includes her signature label ANITA DONGRE , Anita Dongre Grassroot, Anita Dongre Pinkcity, AND and Global Desi. Anita Dongre Grassroot is the newest of these and is an eco-friendly brand focused on paying tribute to the handcrafting traditions of India.

Recognition

Dongre was featured on CNN's 'Growing India’ series in 2015. In 2016, Dongre was among the key note speakers at the Harvard India Conference, The Coalition and United Nations Young Changemakers Conclave. She is also a board member at India's Lakme Fashion Week, where she also mentors the newer designers.

Expansion

In the year 2014, AND, Global Desi and Anita Dongre were introduced to the Mauritius market with 3 exclusive stores.

Grassroot which launched in August 2015, is currently retailed through 3 stores in India - 2 in Mumbai and one in Delhi's Khan Market.

Design Philosophy

Mughal architecture, traditional craftsmanship and the rich cultural heritage of India has always inspired Dongre and all her collections reflect this love and admiration. She keeps going back to her roots i.e. the city of Jaipur in Rajasthan, India in search for her design inspirations.

Her commitment to revive, sustain and empower the Indian crafts and textiles led her to launch Grassroot, a sustainable and eco-conscious luxury prêt label. Being vegan and an animal-lover, she lives her personal philosophy through conscious efforts as a fashion designer, introducing cruelty-free accessories, thereby representing fashion with a conscience.

Cultural influence on fashion

By reviving the lost art of traditional weaving techniques and master craftsmanship, Dongre recreates classic regal splendor. The richness of Benares silks, cottons and brocade weaves,tie and dye, hand painted silks of Jaipur, Ikats of Odisha, Gota Patti of Rajasthan and Chikankari of Lucknow are all captured in her classic elegant creations.

Philanthropy

Empowerment of women is a cause close to Dongre’s heart. She employs many artisans in Rajasthan to create handcrafted materials for her creations, thus reviving and preserving the dying art forms. Mijwan is a village in UP which specializes in Chikankari, in association with actor Shabana Azmi, Dongre supports the women of this village by commissioning Chikankari work from them for her designs. She also contributes to a social organization run by Mana Shetty that provides livelihood to economically backward women with the help of waste material provided by fashion designers. She has recently partnered with Member of parliament Mrs. Poonam Mahajan to generate employment for Women in Charoti which is a small village 100 km from Mumbai. She has set up a training and manufacturing centre that helps women develop skills which they can use to earn a living thus empowering them in society.

Awards

The Federation of Indian Chambers of Commerce and Industry Ladies Organization, Bombay Chapter, presented an award to Dongre for ‘Excellence in Fashion Design’ in 2013. In 2012, she was featured in Fortune magazine as one of the 50 most powerful women in business, India. In 2011, she won the ‘Inspirational Designer’ award from FDCI Wills Lifestyle India Fashion Week. She also received the Elite Circle of Excellence at the 6th Retail Jeweller India Awards in the same year along with the Best Brand - Ladies Western Wear at the 2011 Shoppers Stop Pinnacle Awards. She received PETA’s humanitarian award for demonstrating her compassion for animals through her leather free fashion designs and advocacy of a vegan lifestyle. In 2008, she received the GR8 Flo Women Achievers Award for ‘Excellence in Fashion Design’. For the year 2007-2008, her brand AND was awarded the Best Women’s Western wear brand. She was the member of CMAI Jury for the year 2006-2007. She received the Pantene Shine Award for helping women shine. Anita Dongre was featured in Google`s official list of top searched designer for the year 2016.