This June, Anita Dongre steps into New York with new ‘Grassroot’ store

Well known fashion designer Anita Dongre's craft based sustainable brand Grassroot is ready to step outside India with a new store in Broome Street, in New York by end of June. This will be followed by the launch of couture store on Wooster street by mid-July. The brand already has a global presence online but with bridal couture, it's better to have bespoke services and the new space will offer that.

The store will showcase the brand's fresh look for New York summer. The brand is aimed at celebrating traditional Indian crafts while reviving and sustaining the indigenous industries. The designer has many NRI brides travelling to India to select their wedding wear. The new store will bring attract these customers closer home.

Grassroot presents a range of wardrobe essentials that will pay tribute to the priceless traditions of India. Every garment you wear speaks to you of age-old tradition and our proud heritage in timeless ways says Anita the designer.