Home Leadership Anita Dongre, Chief Creative Officer, House of Anita Dongre – The making...

Anita Dongre, Chief Creative Officer, House of Anita Dongre – The making of an industry icon

February 24, 2022

156

‘For us, it is beyond the qualification and skill set that a person brings but more about who understands the ethos of the company better’

Launched in 1995, born out of the need to create and cater to the fashion choices of an Indian woman at a time where not many brands existed, today the House of Anita Dongre proudly boats of a multi-dimensional portfolio. The fashion house has four brands with distinct ideologies – AND (sophisticated formal and evening wear for women), Global desi (India inspired young and colourful boho chic fashion for women), Anita Songre Bridal couture (offering luxury bespoke bridal, couture and ready-to-wear) and Grassroot (sustainable artisanal luxury pret).

A connoisseur of craftsmanship, Anita Dongre’s designs showcase Indian aesthetics for the global woman of today, keeping comfort at its core. Internationally her designs have been worn and appreciated by noteworthy women such as Kate Middleton, Hillary Clinton, Queen Mathilde of Belgium and Sophie Trudeau, to name a few.

Interview

Describe yourself in one word

Curious

First paying job

Right after I graduated from SNDT, one of my professors helped me obtain an internship with the royal family of Dhrangadhra, Gu¡arat, which ran a business. I was fortunate to have the opportunity to work under Bapa Dhrangadhra. What started out as an internship grew into a full−time ¡ob. From an apartment on Carmicheal Road, we created beautiful, handmade couture pieces for the export market.Accordion Sample Description

Favorite quote

I am thankful for all of those who said NO to me. It’s because of them I’m doing it myself. (Albert Einstein)

Lowest and highest points of journey in retail

We entered the market with AND over two decades ago when there weren’t many designers catering to the needs, psyche and body type of the Indian woman. The first collection we put together comprised modern cuts in variations of black, white and beige. But when we showed the pieces to the stores, we realized that India’s love of colour did not allow for this level of minimalism, at the time. That being a low point in our journey, however, was also was a significant learning curve for us and it has been an upward climb since. For us, it is a constant and progressive journey, from starting out with one store to now having 2// standalone stores nationally and internationally across all our brands, and I believe that we are still on that journey.

Post important to your organization—mission, core values or vision

All of the three go hand in hand. I don’t think it is possible to separate them. I started this business with my sister in the balcony of our home and over the years my entire family has formed the backbone of House of Anita Dongre. For us, what has worked beautifully is that we are all aligned in our mission, core values and vision.

Two equally−qualified candidates. Whom do you hire?

For us, it is beyond the qualification and skill set that a person brings but more about who understands the ethos of the company better. It is very important for them to understand that we are more than just a fashion house. I have always wanted to create fashion that can make a difference, hence it is imperative to hire someone who understands this ideology.

Anita Dongre

Chief Creative Officer, House of Anita Dongre

Present Company	House of Anita Dongre

Qualifications
Shreemati Nathibai Damodar Thackersey (Fashion Design)
Experience
Creative Director And Designs India (1998 - Present)