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You have to dream big... Your dreams should frighten you - that's how big your dreams should be!
And I've always been a dreamer - Anita Dongre

Anita Dongre
Nationality:Indian
Date of Birth: 1963 October 03
Residence: Mumbai, IN
Born In: Mumbai, IN
Labels: AND, Global Desi,
Anita Dongre,
Anita Dongre Grassroot,
Anita Dongre Pink City

Designer Anita Dongre

When it comes to reputed Indian Fashion Designers, Anita Dongre, the Chief Creative Officer at the House of Anita Dongre (HOAD) is one among the Top 5 on the list. Anita Dongre, the founder of House of Anita Dongre was born in Bandra, Mumbai to a traditional Sindhi family, were women were expected to take up the stereotypical domestic roles of wives and mothers. All her sisters and aunts were leading happy lives in their traditional roles in the family. She spent a lot of time at Jaipur with her grandparents and since then has always noted how limited the opportunities were for her cousins and aunts as they were not allowed to take up jobs outside home.
The initial spark towards designing came to her in her grandparents' city, Jaipur where she used to admire the clothing of the local people, distinct colours of cloths, people of Rajasthan and their cultural architecture. Anita’s fascination with fashion started when she saw her mother, Pushpa Sawlani creating beautiful garments with fabrics for her and her siblings when they where young. Just before her graduation her parents moved to Mumbai, a place were every woman had dreams of having a successful career. Anita shocked her family by taking up internship with the esrtwhile royal family of Dhrangadhra in Gujarat as no woman in her entire family had ever worked outside home before. From there she then joined to Melco Buying Agencies, one of the largest exporters in India of that time where she learned to produce lakhs of products in the cost effective way.
"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
As soon as her younger sibling, Meena Sehra, also completed Fashion Designing, they decided to start a brand of their own. They started their brand together from her balcony and bedroom in Suburban Khar with just 2 sewing machines. During the initial phase, Dongre had a tough time when she went for purchase of materials to the local markets as people stared at her, often hailing her as the "Boutiquewalli". After a couple of years, she wished to spread her wings and in 1999 she tried hard to get a store in Mumbai’s Crossroads mall.
"I come from a traditional family where the women... did not have professional careers outside the house. I had to overcome the family's resistance initially, but once they showed their support, there was no looking back" - Anita's words...
About her personal life, she tied a knot with 'Pravin Dongre', Chairman, India Pulses and Grains Association (IPGA) . Anita has a son ' Yash Dongre', who is now the Business Head of House of Anita Dongre Limited . Each brands under House of Anita Dongre (HOAD) has its own uniqueness. The first brand "AND" designed contemporary fashion for women (western wear) whereas "Global Desi" which started in 2008 focused on Boho-chic fashion for women which is inspired from the folk tales of India. It was 2012 when she stepped into the Bridal Couture, Menswear and Festival garments with her signature label "Anita Dongre". She was also the first Indian designer to introduce standard sizing in the country for Indian women (8-18 UK Size). Jewellery being a women's first love, she decided to step into Jewellery Designing with her brand "Pinkcity" in 2013, which designed handcrafted gold jadau jewellery (a fine embedded jewellery). She commenced her involvement with Women's Empowerment by joining SEWA (Self Employed Women's Association) which lead her towards the brand "Grassroot" in the year 2016, which is a tribute to traditional handcraft industry of India. Her brand Grassroot, which caters to craft-based sustainable luxury garment segment, stay away from using animal furs and leathers in its collection. In 2017, she expanded her network adding 100 stores across five brands which includes the flagship stores in New York and Mauritius. The 4 brands of HOAD (House of Anita Dongre) has 250+ exclusive outlets and 83 multi-brand outlets across India employing around 2800+ people with a turnover of 700 crores in FY 2017-18. HOAD had only around 7% of online sales during FY 2017-18. In 2018, when E-Commerce is whipping out the store business 'AND' is getting ready for the online shopping world. When is comes to the Fashion Industry Anita feels that the Fashion Institutes in India are doing a fantastic work in moulding young talents, to resolve relavent issues and create trendy designs.
Anita Dongre in her store

Anita Dongre's Bridal Collection

Bride on the go Shraddha in Bridal Jaipur Bridal Collection

House of Anita Dongre (HOAD)

House of Anita Dongre
"House of Anita Dongre" is situated at Rabale, Navi Mumbai, IN, is surrounded by 2 acres of lushy green hills. The pathway towards the 4 storied building is covered with beautifully trimmed bougainvillea and bushes. Solar panels is the main source of electricity for recycling water and then have also installed compost pits for recycling garbage which makes the industry eco-friendly. The infrastructure is designed to let maximum natural light coming and the scents of the frangipani trees makes it refreshing to work. At present, 'Mukesh Sawlani' her brother a former banker is the Managing Director (Operations) of HOAD , 'Meena Sehra' (younger sister) is the Director of House of Anita Dongre Limited (HOAD) and also incharge of the people and production, 'Deepikesh' (nephew) now heads Digital Strategy .
Dongre says ... “I begged Crossroads to give me a store, and they wouldn’t agree. I wasn’t a known name or a foreign brand. After much convincing, they agreed to give me a tiny 200 sqft store opposite Swarovski. In that first year, we gave Crossroads the highest per square feet sales than any other store in that mall”

Exotic timeline of Anita Dongre's career

1983Graduation in Fashion Designing, from Premlila Vithaldas Polytechnic of SNDT College
1995Launched AND Designs India Ltd with her brother Mukesh Sawlani and sister Meena Sehra
1998Re-branded 'AND' Designs India Limited as House of Anita Dongre in line with global fashion houses
2006Selected as the Jury for The Clothing Manufacturers Association of India (CMAI)
2008Launched the brand "Global Desi"
2012 21st rank on Fortune Magazine’s "Most Powerful Women in Indian Business",
CNN featured her in a series "Growing India",
Launched her Signature brand "Anita Dongre"
2013 Launched the brand "PityCity" and opened the first Global Store in Mauritius
2016 She was only designer label listed on Google’s Top Searches in 2016,
Anita also ranked 7th for the most searched person on Google in 2016,
Launched brand "Grassroot" (Organic Clothes)
2017 Was on the cover page of Forbes India featuring in the first W-Power Trailblazers List,
Elected as the key speakers at the Harvard India Conference and the board member for Lakme India Fashion Week
Fashion Designer Anita Dongre
Anita's Magic of Silk Tree of love bridal by Anita Jaipur Bridal by Anita
Kate Middleton in Dongress Floral Tunic Costume
Clients / Celebrities
INTERNATIONAL CLIENTS
Anitha Dongre had specially designed a floral tunic for Kate Middleton, (Duchess of Cambridge) for her visit to India during 2016. By then Dongre's designs were already popular on the Global Fashion industry. The next designs which went viral was, the Yellow Chanderi Salwar designed for Sophie Gregoire Trudeau, wife of Justin Trudeau, the Canadian Prime Minister for her visit to the Sabarmati Ashram in the same year which had already attracted investors like General Atlantic and Kishore Biyani.
INDIAN CLIENTS
Many Indian celebrities admire the designer collection at the AND store. Dia Mirza became a fan of Dongre, after she got her Royal Blue Lehenga for her 'Sangeet' function in 2004. Karisma Kapoor’s white and gold Anarkali which she wore during Arpita Khan’s reception was a show stopper. Shraddha Kapoor wore a beautiful gota patti Lehenga which was all around the internet. Other popular designs were Sonam Kapoor's embroidered jacket on the sets of Jhalak Dikhhla Jaa and Aliya Bhatt black and white floor-grazing anarkal. Sonakshi Sinha, Priyanka Chopra, Vidya Balan, Juhi Chawla, Madhuri Dixit, Prachi Desai, Neha Dhupia are other Indian celebrities who are fond of Dongre's Designer costumes.
Indian Celebrities wearing Anita Dongre's Collection
Priyanka Chopra wearing Anita Dia Mirza in Anita Anushka Sharma in Anita
Anita at an Award function
Awards
2008 GR8 Flo Women Achievers Award for "Excellence in Fashion Design" and her brand "AND Designs India Limited" awarded with Best Brand for Women's Wear
2011 Best Brand Ladies Western Wear at the Shoppers Stop Pinnacle Awards event, Inspirational Designer Award" by FDCI Wills Lifestyle India Fashion Week, Elite Circle of Excellence, Green Industrial Evolution India Award, Shoppers Stop Pinnacle Awards
2012 The Object of Desire Award by Times of India and Retailer Jewellery Award
2014Ernst & Young Entrepreneur of the Year
2015 Women Entrepreneur of The Year Award by The Clothing Manufacturers Association of India 15 Glorious Years of Design by Arch Academy of Design
2016 Excellence in Fashion Design Award by India Merchant Chambers, Zee Media Indian Woman Award, Lifetime Achievement Award for Alumni by Premlila Vithaldas Polytechnic
2017 Best Design Store Concept of the Year Award by Images Group, Most Powerful Women In Indian Business Award by Business Today, Vogue Designer Of The Year, Pantene Shine Award, Vogue FICCI Flo Icon Award
2018 Most Admired Fashion Company of the Year by IMAGES Fashion Award, Award for The Best Western wear Brand in India by CMAI, Award for Most Effective Tech Implementation of the Year
Anita Dongre's Mystical Indian Collection
mystical indian bridal collection mystical indian bridal collection mystical indian bridal collection
Fashion is all about elegance, style, comfort and attitude. It need not be loud, it need not be outrageous, need not be changing drastically every season, but definely attuned to the culture and the mood of individuals. Fashion has to be expressive, eloquent yet leave room for interpretation of the individual - Anita Dongre

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