Anita Dongre - The Iconic Designer redefining Indian Fashion
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...Life of Anita Dongre
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). Her brand
Grassroot, which caters to craft-based sustainable luxury garment segment, stay away from using animal furs and leathers in its collection.
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.
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 retail turnover of
800 crores in FY 2019-20. 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's Banasari Collection - Crafts of India
Anita Dongre's Banarasi Collection is a breathtaking celebration of India's timeless weaving heritage, reimagined with her signature touch of modern elegance. Drawing inspiration from the
regal charm of Banaras, this collection showcases intricate handwoven patterns, vibrant hues, and luxurious textures that reflect the unparalleled artistry of Indian weavers. Each piece is a tribute to sustainable craftsmanship, blending traditional techniques with contemporary silhouettes to cater to the global connoisseur of style. Perfect for weddings, festive occasions, or a statement of elegance, the Banarasi Collection captures the essence of heritage while embracing the spirit of modern fashion.
Ulka Handwoven Red Banarasi Saree featuring Gota Patti, Zardozi & Pearl Embroidery
Khevna Handwoven Green Banarasi Silk Sharara adorned with Gota Patti & Sequin work
Swadha Handwoven Blue Banarasi Silk Sharara Set
Aryahi Handwoven Golden Banarasi Silk Saree with Gota Patti Embroidery
Shalise Handwoven Yellow Banarasi Silk Saree with nature-inspired motifs
Adveka Handwoven Olive Green Banarasi Silk Lehenga features blooming florals and exquisite gota patti
Wedding / Bridal Collection by Anita Dongre
Anita Dongre's Wedding & Bridal Collection is a breathtaking ode to the grandeur of Indian weddings, blending timeless traditions with modern elegance. Each piece in the collection reflects her commitment to intricate craftsmanship, showcasing exquisite embroidery, luxurious fabrics and vibrant
colors that celebrate the essence of Indian culture. Designed for the contemporary bride, these ensembles marry sophistication with comfort, ensuring every bride feels radiant and confident on her special day. From
opulent lehengas to
regal sarees, Anita Dongre's creations are a harmonious fusion of heritage and style, perfect for making unforgettable memories.
Ambar Embroidered Blue Gota Patti Silk Lehenga crafted with Pearl & Zardozi
Hot Pink Handcrafted Badla Georgette Saree
Lush Green Embroidered Zardosi Silk Bridal Lehenga
Lime Green Gota Patti Bridal Saree
Handcrafted Red Bandhani Silk Lehenga
Golden Bridal Zardosi Silk Saree
House of Anita Dongre (HOAD)
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.
The Art of Storytelling - Anita Dongre's Signature Styles
Step into the mesmerizing world of Anita Dongre's Designer collection, where tradition meets innovation and every creation tells a story. Known for her intricate craftsmanship, sustainable approach, and modern interpretations of Indian heritage, her designs are a celebration of elegance and individuality. From ethereal
bridal wear to chic contemporary outfits, each piece embodies the spirit of timeless beauty, making it a perfect blend of culture and couture.
Summer Hemp Dress inspired by leaves
Printed Silk Kafthan in Power Blue Color
Beige Forest Silk Cape
Black Embroidered Patchwork Jacket inspired by Sindh Motifs
Black & White Silk Sharara featuring nature-inspired motifs in Zardozi
Blue Chiffon Single Shoulder Top with Pallazo
Exotic Timeline of Anita Dongre's Career
| 1983 | Graduation in Fashion Designing, from Premlila Vithaldas Polytechnic of SNDT College |
| 1995 | Launched AND Designs India Ltd with her brother Mukesh Sawlani and sister Meena Sehra |
| 1998 | Re-branded 'AND' Designs India Limited as House of Anita Dongre in line with global fashion houses |
| 2006 | Selected as the Jury for The Clothing Manufacturers Association of India (CMAI) |
| 2008 | Launched 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 'PinkCity' 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),
Published on the cover page of Harper Bazaar magazine |
| 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 |
Clients / Celebrities
INTERNATIONAL CLIENTS Anita 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.
Kate Middleton wearing Anita Dongre during her visit to India in 2016
Kareena Kapoor in her desi mode wearing a Pink Anarkali set
Jhanvi Kapoor's dons a vibrant Green Saree with Floral Motifs
Madhuri Dixit flaunts in an Indigo Kutch Saree with Statement Border
Kriti Sanon wearing Paradise Found Collection by Anita Dongre
Manushi Chillar adorns a Blush Pink Twin Dove Kurta
Awards / Achievements
| Year | 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 |
| 2013 | Excellence in Fashion Design Award by The Federation of Indian Chambers of Commerce and Industry Ladies Organization, Bombay Chapter |
| 2014 | Ernst & 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,
Vogue India Fashion Fund, which recognizes emerging talent in the Indian Fashion industry |
| 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,
Grazia Young Fashion 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,
Vogue FICCI FLO Icon Award for contribution to the Fashion Industry,
National Entrepreneurship Award for her contribution to the fashion industry and her efforts to empower women
|
| 2019 | Lokmat Most Stylish Award |
| 2020 | Outstanding Entrepreneur - Fashion and Lifestyle at the entrepreneurial leadership conclave Tiecon in Mumbai |
| 2023 | Forces of Fashion Award from Vogue, recognizing her influence in the fashion industry. |
| 2024 | Best Fashion Designer at the Harper's Bazaar Women of the Year Awards |
Anita Dongre receiving Outstanding Entrepreneur Award
Anita Dongre honored with the ELLE Sustainability Leadership Award
Anita's Love to do Things & Inspirations
Anita Dongre's affection extends beyond her designs; she is a passionate animal lover with a soft spot for pets, especially her furry companions. Her love for animals also reflects in her vegan lifestyle and commitment to
cruelty-free fashion. She has five pets dogs of her own,
Cookie and Buzo being two of them.
When it comes to travel, Anita Dongre is drawn to serene and picturesque destinations. Whether it's exploring the cultural richness of Jaipur or the tranquil beaches of the Maldives, her journeys often inspire her designs, blending traditional crafts with modern aesthetics. Her favourite tour destinations are
New York and Paris.
Food is another delight in Anita's life. She relishes wholesome, plant-based meals that align with her vegan principles. Her love for Indian cuisine shines through her preferences for dishes that are as rich in flavor as they are rooted in tradition. One of her favourite dish is '
Hors d'oeurve' (an appetizer or starter dish served before a meal in European cuisine).
Apart from her business, Anita loves to listen to music and is very much fond of the color White. Anita is also fond of
Ritambhara, who she considers as her mentor.
