‘Anita Dongre Grassroot’ store launched in Mumbai

Successful fashion designer Anita Dongre is launching a new label with a new store under her brand portfolio called ‘Anita Dongre Grassroot’ along with an NGO. The leather-free brand follows the concept of sustainability and uses natural and vegetable dyes. The collection on offer is handcrafted and works towards the revival of India’s rich craft and artisans.

The collection would include eco-friendly handbags, sling bags, totes, duffle bags, clutches and wristlets in canvas, suede, cotton jute and wood. While leather is primarily used for handbags, Dongre’s has worked with craftswomen from Kashmir and Gujarat to create a line of bags with eco-friendly materials like handwoven durries, natural wood and hand embroideries. There are also some signature bags hand-painted by award winning miniature artists from Rajasthan. Grassroot also has a range of wardrobe essentials inspired by the rich traditions of India.

In 1999, with the launch of India’s first mall Crossword in Mumbai, Dongre launched her one-brand company that grew to own two more brands and numerous offerings and endless variety in men’s and women’s fashion. Now, along with Grassroot, the company owns four brands – AND, Global Desi and Anita Dongre.