Anita Dongre, a stalwart of the Indian fashion industry, is doubling down on sustainability while expanding her five fashion brands through e-commerce and global retail ventures. Known for her commitment to ethical practices and eco-conscious design, Dongre’s vision goes beyond profit margins to prioritize community empowerment and sustainable development.
A Sustainability-First Business Model
“This year, we will just consolidate,” Dongre shared in an interview. “Focus on community and sustainability… If we can fuse that with design thinking, then it’s a life well-lived.”
This ethos has become the cornerstone of the House of Anita Dongre, which encompasses five thriving subsidiaries: Global Desi, AND, Grassroot, Pinkcity, and Jadau Jewellery. Sustainability isn’t just a buzzword for Dongre—it’s a business strategy that’s paying off. The company reported a profit of ₹20 crore ($3 million) for the 2017 financial year and continues to grow, employing over 2,800 people while expanding its presence across India and abroad.
E-commerce as a Growth Driver
In an era where online retail dominates, Dongre’s brands are adapting while staying true to their principles. Mukesh Sawlani, Managing Director of the House of Anita Dongre, remarked, “E-commerce is a reality today… But we will not be in the game of burning cash and discounting.” Currently accounting for 7% of the brand’s sales, the online segment is expected to grow steadily, driven by targeted strategies rather than aggressive discounts.
A Global Footprint
With 300 flagship stores in 76 cities and over 915 multi-brand outlets in 176 cities, the House of Anita Dongre has cemented its place in the Indian market. Globally, the brand has expanded its footprint with flagship stores in New York, showcasing Grassroot and bridal wear, thereby reaching an international audience that appreciates sustainable and ethical fashion.
Supporting Artisans and Handcraft Traditions
Rooted in her childhood experiences in Rajasthan, Dongre draws inspiration from the state’s vibrant culture and crafts. Her collaboration with Rajasthani artisans aims to preserve traditional handcraft techniques, which not only celebrate India’s cultural heritage but also reduce environmental impact compared to machine-based manufacturing.
Looking Ahead
As Anita Dongre consolidates her efforts this year, her brand remains a beacon of how sustainability and growth can coexist. By combining traditional artistry with modern design, embracing e-commerce without compromising principles, and staying committed to community and environmental well-being, Dongre continues to redefine the benchmarks of ethical fashion in India and beyond.
This success story is a testament to the power of a purpose-driven business model, inspiring the fashion world to balance profit with responsibility.
