Global Desi opens Mumbai flagship

Global Desi the boho-chic brand from Anita Dongre has opened a new flagship store in Mumbai. It has also adopted a new logo and identity. Like a peacock strutting its style, the logo takes the form of a beak emoji in the letter g and is based on the premise of voice your style.

Spread across an area of 2,450 square feet, the store new is playful and joyous, amid a contemporary vibe infused with elements that subtly echo the forms found in traditional India. The entire store design is inspired by traditional Indian forms, paired with modern elements in a contemporary format.

The brand plans to focus on Tier II and III cities for further retail expansion. The Global Desi collection is an amalgamation of Indian and western flavors. Indian, particularly Rajasthani, cuts, colors, embellishments are used to make contemporary tops, kurtis and kurtas that can be matched with churidars, patialas, leggings or even shorts. From quirky prints to refreshing pastels, the collection passionately reinvents the magic of casual chic. The brand gives the wearer the creative liberty to come up with her own style mantra.