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Anita Dongre: A Trailblazer in Indian Fashion and Sustainable Design
In the vibrant landscape of Indian fashion, one name stands out not just for elegance and craftsmanship but for vision and responsibility — Anita Dongre. Over the past three decades, she has built an empire that celebrates India’s rich heritage, supports rural artisans, and promotes ethical and sustainable practices. From modest beginnings to global recognition, her journey is a powerful story of creativity, perseverance, and purpose.
Early Life and Education
Anita Dongre was born and raised in Mumbai, Maharashtra, in a traditional Sindhi family. From a young age, she was deeply inspired by her mother’s skills in sewing and tailoring. Watching her mother create clothes at home planted the first seeds of creativity in young Anita.
Determined to pursue her passion, she studied fashion design at SNDT Women’s University in Mumbai. At a time when fashion design was not widely accepted as a serious career choice in India, Anita’s decision was bold. But her talent and drive would soon silence any doubts.
Humble Beginnings
In 1995, Anita, along with her sister Meena Sehra and brother Mukesh Sawlani, founded a small company called House of Anita Dongre (HOAD). Starting from a single room with just a couple of sewing machines, Anita began by designing western wear for Indian women—a niche that wasn’t fully explored at the time.
Her early years were filled with challenges, from limited resources to skepticism from retailers. Yet, Anita persisted, blending her understanding of Indian tastes with global trends. Her designs quickly gained popularity among working women looking for comfortable yet stylish clothing.
Building a Fashion Empire
Anita Dongre’s brand soon grew into a powerful name in Indian fashion. Today, House of Anita Dongre operates several successful labels under its umbrella:
- AND – A high-street brand offering affordable western wear for Indian women.
- Global Desi – A boho-chic brand that fuses traditional Indian prints with modern silhouettes.
- Anita Dongre (Couture and Bridal) – Her luxury label known for regal bridal lehengas, handwoven textiles, and elegant silhouettes.
- Grassroot – A sustainable luxury brand that supports traditional artisans and eco-friendly practices.
Each of these brands reflects Anita’s commitment to craftsmanship, comfort, and ethical design. Whether it’s a casual kurti or a grand bridal outfit, her work carries an unmistakable signature of sophistication and heart.
Champion of Indian Handicrafts
What truly sets Anita Dongre apart is her deep respect for India’s traditional artisans. She believes that India’s cultural heritage lies in its villages—in the hands of weavers, dyers, embroiderers, and craftspeople who have passed down their skills through generations.
In 2015, she launched Grassroot, a conscious luxury brand that collaborates with rural artisans, reviving ancient crafts like handloom weaving, bandhani, and gota patti embroidery. Rather than mass production, Grassroot emphasizes slow fashion—celebrating the story and soul behind each garment.
Through her Anita Dongre Foundation, she has also created employment opportunities for thousands of women in villages by establishing tailoring and training centers, empowering them to become financially independent.
Embracing Sustainability
Long before it became a trend, Anita Dongre embraced sustainability and eco-conscious fashion. Her brands avoid synthetic materials, use natural dyes, and adopt zero-waste practices in manufacturing.
The flagship store in Mumbai, built using reclaimed wood and fitted with solar panels, is a model of sustainable retail architecture. Even her bridal wear features sustainable silks and handcrafted embroidery that ensure minimal environmental impact while maintaining luxury and grandeur.
For Anita, fashion isn’t just about beauty—it’s about responsibility. She has become a global voice for ethical fashion, inspiring designers and consumers alike to think beyond trends and focus on impact.
International Recognition
Anita Dongre’s designs have graced not just Indian celebrities but global figures as well. In 2016, when Kate Middleton, the Duchess of Cambridge, wore an Anita Dongre outfit during her visit to India, the designer gained global attention overnight.
Her creations have also been worn by celebrities like Priyanka Chopra, Sonam Kapoor, Alia Bhatt, and even Hillary Clinton. Her international acclaim didn’t change her core values—instead, it amplified her message of celebrating Indian roots and sustainable practices.
Challenges and Resilience
Despite her success, Anita Dongre has faced many hurdles—economic downturns, evolving market demands, and the COVID-19 pandemic. But through every challenge, she adapted with grace. During the pandemic, she converted her factories into mask-making units and donated to health and relief funds.
Her ability to balance tradition with innovation, and business with compassion, is what keeps her brand relevant and respected.
A Woman of Purpose
Anita Dongre is not just a fashion designer—she is a changemaker, a feminist, and a sustainability advocate. Her work goes beyond clothing—it touches lives. Through job creation, environmental care, and cultural preservation, she has created a legacy that empowers both the creator and the consumer.
She once said, “I don’t just want to build a brand, I want to build a better world.” That vision is clearly visible in every thread of her creations.