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Designer Anita Dongre gets ready to test the international market as she launches her store in New York

Designer Anita Dongre (inset) with one of her 2017 sari creations (Photo: The Bridal Box)

Designer Anita Dongre (inset) with one of her 2017 sari creations (Photo: The Bridal Box)

by Neeraja Murthy

It is a big step for designer Anita Dongre as she gets set to go global and launch her two stores in New York. While the first store to be launched on July 5 will showcase her sustainable line ‘Grassroots’, the second store will take around two-months time and display her label Anita Dongre.

As she gets ready to test the international market, she confesses to being nervous. “Yes I am quite nervous and there are butterflies in the stomach,” she states over the phone and admits to working overtime to meet the deadline.

She has made many trips to Hyderabad and has many pleasant memories associated with the city. “I have had many clients from Hyderabad who have come to Bombay to shop for my designs,” she says and recalls one of her trips to the Falaknuma Palace. “I was mesmerised by the architectural marvels of the Palace. It is one of the most luxurious destinations in India. From the Venetian chandeliers to the 100-seater dining hall and the carved rosewood furniture – everything is awe-inspiring.”

The Mumbai-based designer has made quite a name with her labels AND, Global Desi and Grassroots. “Grassroots has the eco-friendly and sustainable clothing and I hope New Yorkers will like these handcrafted clothes,” she enthuses. Her second store with bridal designs will bring in a distinct taste. “I believe that fashion opens many dreams,” she states and points out the aim is to take designs closer to international customers. “There are many women, working professionals who do not have so much time to travel. We hope to save their time,” she smiles

Designer Anita Dongre (inset) with one of her 2017 sari creations (Photo: The Bridal Box)

Designer Anita Dongre (inset) with one of her 2017 sari creations (Photo: The Bridal Box)

New York is a significant market for the designer. “I have always loved the multicultural vibe of New York City and its inherent sense of fashion. This makes it the perfect platform to present the finesse of India craftsmanship. Thankfully the numbers from online sales reinforce this belief.” She is aware of the competition but plans to carve a niche for the brand. “The silhouettes of the garments are global but the weaves and handcrafts are Indian, it’s hard for me to point to somebody who does the same thing.”
Although all her energies are focussed on the New York store, she has plans to expand.

“There is a mixed feeling of excitement and nervousness as this is a big step for us. That said, Dubai is definitely on the roadmap,” she concludes. (-The Hindu)


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