“QUEEN OF PRÊT”

Anita Dongre is an Indian fashion designer and is the founder of House of

Anita Dongre, an Indian fashion house. With a focus on affordable ready-
to-wear and Western wear made for young Indian women, Dongre has
earned recognition as “the queen of pret”.
HOUSE OF ANITA DONGRE, was incorporated on 14 March, 1995 and is
located in Mumbai City, Maharashtra. It is classified as a private limited
company.
The brand has five more brands under it, namely, AND, Global Desi,
Grassroot, Pinkcity and Bridal Line.
from a boutique waali to top 50 powerful business women, she created an
extarordianary example of fashion designer. The brand covers everything
which a person needs to environment needs. grassroot is one sustainable
ready-to-wear brand.
the brand works for the customers, artisans as well as environment. from
using eco-friendly fibers to women empowerment to keeping traditional
works alive and encouraging local artists to provide what customers seeks,
stands her 5 successful Rs 500-crore labels.
The brand encouraged rural women to join them. they established certain
centres at these districts, which taught them stitching and other process.
giving livelihood to these women giving them a chance to earn
independently.
 TIMELINE
 House Of Anita Dongre was Founded in 1995.
 AND, her first ready-to-wear label.
 Global Desi, a line of Indo-western boho clothing launched in 2007
 In 2008, she received the GR8 Flo Women Achievers Award for ‘Excellence in
Fashion Design’.
 Her bespoke namesake bridal line launched in 2012
 The jewellery brand Anita Dongre Pinkcity launched in 2013
 In 2013, The Federation of Indian Chambers of Commerce and Industry
Ladies Organization, Bombay Chapter, presented an award to Dongre for
‘Excellence in Fashion Design’.
 With a focus on sustainability and eco-consciousness, her cruelty-free
creations were recognised at the PETA Approved Vegan Fashion Awards in
2013.
 In 2014, she received the EY Entrepreneur of the year award.
 TIMELINE
 She received the Pantene Shine Award for helping women shine.
 The sustainable fashion label, Grassroot, launched in 2015
 In 2015, the company’s headquarters moved to an ergonomically designed
building in Navi Mumbai. Anita Dongre works with artisans and women’s
groups around the country, including non-profit organisation Women Weave.
 In 2017, Dongre opened her first international store, Grassroot, in Manhattan.
After the Duchess of Cambridge wore one of her dresses during a royal tour
of India, demand for designer in the US exploded.
 Fortune India counts her among their “50 Most Powerful Women in
Business” lists, while hers is the only fashion house in the country to have
received investment from private equity firm General Atlantic.
 Dongre has also appeared at the World Economic Forum at Davos, speaking
in two panel discussions: "Three Trillion Reasons To Help The World Spend
Better" and "The Fashion CEO Agenda Roundtable."
 TEAM
■ Managing Director & CEO House Of Anita Dongre Limited :
Kavindra Mishra
■ Retail Business Head | P&L Ownership | Franchisee/Distribution
Management | E-Commerce/Large Format Growth : Bijit Nair
■ General Manager Marketing at House of Anita Dongre Limited :
Neha Shah
■ CFO at House of Anita Dongre Limited : Arun Ganapathy
■ Director : Sandeep Achyut Naik
■ Director : Meena Yavinder Sehra
■ Managing Director : Mukesh Kishinchand Sawlani
■ Director : Anita Pravin Dongre
■ Director : Shantanu Rastogi
■ Product Head : Meena Sehra
■ In Charge of Customer Care : Priyanka Hira
■ Digital Strategy : Deepikesh Hira
 HOUSE OF ANITA DONGRE

PURPOSE

Dongre’s approach to fashion draws from Indian traditions and is the root of her move into
sustainable fashion.By following her instincts and resisting the herd, Anita Dongre has built a
business at the top of India’s league of fashion houses.
Driven by purpose and provenance, The Anita Dongre Foundation is a catalyst for change that
works towards enriching the lives of people from marginalised communities of India. The
Foundation develops livelihood opportunities for women in rural India by providing skill
training. This is reversing the effects of job migration and bringing employment back to the
villages of India, while giving women an equal voice.
The common thread unifying these brands is fuss-free design and details, like pockets added to
the wedding lehenga, a hugely popular mix of traditional craft and textiles.
A focus on affordable ready-to-wear and Western wear made for young Indian women.
House Of Anita Dongre was Founded in
1995. House of Anita Dongre includes five
separate brands:
■ AND, a western wear brand
■ Global Desi, a contemporary line
■ Grassroot, a sustainable luxury brand
■ Anita Dongre bridal line
■ Pinkcity, a jewellery line
AND is based on the
philosophy, ‘Wear ability,
comfort and inclusiveness’.
AND offers a chic collection of
western wear that comfortably
combines formal and evening
wear. The label constantly
refreshes its designs and
experiments with international
trends to help customers create
their own personal style.
Presently, AND is retailed
through over 515 points of sale,
which include 122 exclusive
stores, and 350 established
multi-brand lifestyle formats
like Shoppers Stop, Lifestyle,
Central etc.
Global Desi portrays Anita Dongre’s
Indian ethnic wear collection. Launched
in 2007, the brand has 146 exclusive stores
and displays its presence in 405 multi-
brand lifestyle stores.
Global Desi’s collection includes salwar,
kurtis, handbags, trouser, dresses, jackets,
jeans and more. It is an India-inspired
young, colorful, boho-chic brand with
global appeal.
"Anita Dongre Grassroot is the Mindful. Artisanal. Socially Sustainable.
embodiment of my core WE CALL IT IMPACT DESIGN.
passions - to design clothes that
are beautiful & hold a purpose.
My heart lies with the women
artisans in villages who are
custodians of ancient Indian
crafts, and my goal is to create
design that sustains the crafts,
does good for them and for the
planet."
- Anita Dongre
Grassroot by Anita Dongre
revolves round artisans, not
around seasons.
SOCIALLY SUSTAINABLE
HOAD made it's choice.
Nurturing craftsmanship,
preserving traditions,
HOAD's PINKCITY is a exquisite handcrafted
jewellery line Pinkcity. A rare collection of
jadau gold jewellery produced by Jet Gems.
Pinkcity is reminiscent of the elegance, charm
and grandeur of the royal Mughal
era.Incorporating traditional Rajasthani
techniques including jadau and meenakari, a
method for colouring and ornamenting the
surface of metals, precious stones and
diamonds set in intricate designs add sparkle
to these pretty jewels.
Pinkcity, a collection of jewellery for both men
and women, combines traditional jewellery
techniques with Anita Dongre's modern
aesthetic. Inspired by the traditional legend of
the princess who must wait for the arrival of a
pink flamingo before finding her prince, the
collection is a metaphor for love and
commitment.
Anita Dongre Wedding
Couture is an amalgamation
of heritage and supreme
craftsmanship, designed for
the contemporary bride and
groom. Inspired by
Rajasthan’s rich heritage,
Anita’s collections showcase
Indian aesthetics with a
modern sensibility.
Here, every stunning
ensemble is a quiet love story
in itself.
 SILHOUETTES

House of Anita Dongre, consists of several brands and each brand has their
unique silhouettes, depicting simplicity in a fashionable way.
In AND, we have western wear keeping in check of the latest trends and styles
of the international world.
In GLOBAL DESI,we have an India ethnic wear - inspired young, colorful,
boho-chic with global appeal.
In Anita Dongre's BRIDAL WEAR, we have airy and lightweight silhouettes
using Tencel's biodegradable fibres. It's colourful, but at the same time, very
minimalistic. Menswear line consists of kurtas and bundis with happy
colourful prints.
In GRASSROOT, we have designs that's classic, as it captures the handcrafted
traditions of India, but the silhouettes speak a modern design language. they
all follow a minimalistic vision in easy silhouettes while nurturing and
preserving the tradition.
 COLOR PALETTE

Solid blues
Summer greens
Regal whites
Custard yellow
Pink
Beige/orange
Deep blues
Rani pink
Mustard yellow
 THE FUTURE IS SUSTAINABLE

“As a nature and animal lover, and a vegan, I feel very strongly about our impact on the
environment. The fashion industry is the second largest polluting industry in the world and
therefore sustainability is the need of the hour. At the House of Anita Dongre, we are striving to
be sustainable and are making firm efforts to reduce our environmental footprint.”
Anita Dongre
HOAD have recently joined Sustainable Apparel Coalition (SAC) as 'Brand & Retailer'
Member for us to measure, assess our sustainability performance and further drive
environmental, social responsibility across the value chain.

SOURCING SUSTAINABLE FABRICS

HOAD use TENCEL™ fibers which originate from the renewable raw material wood created
by the natural process of photosynthesis. The cellulosic fibers are manufactured using an
environmentally responsible production process. Composed of natural material, TENCEL™
fibers are biodegradable and compostable and can fully revert back to nature. Moreover,
wood and pulp used by the Lenzing Group comes from natural forests and sustainably
managed plantations.
BEMBERG : Made from a natural material, Bemberg is biodegradable
and compostable that breaks down naturally after disposal.

PLASTIC RECYCLING INITIATIVE :

House of Anita Dongre is the first major fashion house in India to put into
motion a comprehensive plastic waste management program through its
partnership with Lucro Plastecycle Private Limited.
Established in 2012, Lucro specialises in recycling locally-sourced plastic
waste to manufacture flexible packaging products. Through Lucro’s
innovative interventions in traditional supply-chain processes, House of
Anita Dongre has made a meaningful and quantifiable impact in its use
and consumption of plastic.
Sustainability is not shown just by the garments but their headquaters too. they created an
environment worth joining by keeping following points in mind :
■ Reduced Energy Requirements, Consumption and carbon footprint by harnessing
natural sunlight and ventilation.
■ 90% of our Exclusive Brand Outlets now equipped with energy saving LED lamps
■ 67% of waste water generated is recycled which is deployed for toilet flushing and
lawn irrigation
■ Segregation of wet and dry waste for composting
■ Setting up of organic terrace garden and use of reclaim wood
■ 100% of our Electronic Waste (E-Waste) is recycled & disposed off in an
environment-friendly manner
 WOMEN EMPOWERMENT
INITIATIVE
■ Founded in 2015, The Anita Dongre Foundation was set up to empower women, especially
in rural India, by bringing jobs back to the villages and helping them become independent
economic centres.
■ By training women in the art of tailoring (sewing, pattern cutting, and so on), The Anita
Dongre Foundation ensures economic independence for these women through an accessible
and dependable source of income. In addition to training these women, the foundation also
provides a travel stipend to maintain a comfortable and stress-free work environment.
■ The Anita Dongre Foundation works with local Government and village Panchayats to
create Self-Help Groups and bring employment back to Indian villages.
■ The Anita Dongre Foundation has given countless rural women an equal voice by providing
them with livelihood opportunities and skill training.
■ An ethical vegan, environmentalist and revivalist of local craft, Anita advocates
compassionate living, which is why her designs do not use any fur or leather.
THANK YOU

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