After opening her first Global Desi store in Mauritius this year,Anita Dongre’s vision is take all her brands -- And, Global Desi and Anita Dongre on the global level. The designer, who was also ranked in Fortune India’s list of 50 Most Powerful Women in Business 2013 continues to take inspiration from the tradition and culture of Rajasthan, where she spent her childhood days.
While the aim behind launching And was to provide ready-to-wear for today’s women, Global Desi, is a reflection of herself in her 20s when she dressed in boho chic dresses, colourful skirts and bangles. Grassroot project by her is an eco-friendly venture that uses natural and vegetable dyes and these dyes do not cause any industrial effluence. The waste products are also re-used in the form of manure.
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, the company owns 90 EBOs across its three brands – And, Global Desi and Anita Dongre – and around 300 counters in large-format department stores like Shoppers Stop and Pantaloon.
And came into being as the first Indian high street western wear brand for women. It essentially caters to the today’s woman of substance who seeks stylish and fashionable outfits at an affordable price. From corporate wear to semi-formal evenings or a causal hang-out with friends, the brand offers something for everyone.