In 1995, Anita Dongre’s journey began with a humble two-sewing machine setup on her balcony. Today, it has evolved into a global fashion empire featuring four design labels: AND, Global Desi, Grassroot, and her eponymous label, Anita Dongre. With a career spanning over two decades, she is now celebrated as one of India’s most revered designers. Her creations grace opulent weddings and international red carpets, dressing luminaries like Kate Middleton, Beyoncé Knowles, and Priyanka Chopra.
However, what truly distinguishes her is her unwavering commitment to sustainability. In an era dominated by fast fashion trends and brands like Shein, Dongre has chosen a path that aligns with eco-conscious values. In 2015, she launched ‘Grassroot,’ a line of sustainable clothing and vegan accessories.
Recently, she introduced an eco-friendly laundry gel, a personal passion project aimed at supporting mindful living. Anita Dongre’s quest for a laundry detergent that met specific criteria – vegan organic ingredients, hypoallergenic, cruelty-free, and environmentally friendly – led her to create her own during the pandemic.
This laundry gel, from its zero-waste production to fully recycled packaging, combines plant-based ingredients with naturally occurring minerals, posing no harm to infants or sensitive skin. Beyond her laundry endeavors, Dongre infuses sustainability into her design ethos by preserving Indian arts and crafts.
Even her everyday operations reflect an eco-conscious approach. Her design facility in Rabale, Navi Mumbai, boasts recycled water, waste reuse, solar panels, and native plant growth to reduce environmental impact. Dongre’s journey as a designer has paralleled the evolution of the modern Indian woman. From designing for women entering the workforce in the ’90s to empowering women in today’s diverse roles, her designs remain timeless.
Her philosophy revolves around designing for the busy, multifaceted woman who values self-expression, versatility, and enduring fashion. In her eyes, every client, from Kate Middleton to a bride contributing to her wedding outfit, is a celebrity.
Dongre’s fashion advice embodies her belief in self-expression. She encourages individuals to infuse their personalities into their clothing choices and embrace re-wearing their clothes, emphasizing, “Wear your clothes, don’t ever let your clothes wear you.”
True to her advocacy for sustainability, Dongre hopes for a shift away from trends. She envisions a future where conscious consumer choices and sustainable living are the only trends that matter, where the value of one’s voice in choosing and living sustainably takes center stage. Anita Dongre continues to be a trailblazer, not only in the world of fashion but in leading the way towards a more sustainable and conscious future.