Revive, Sustain, Empower – that’s the motto of Grassroot, the newest fashion label by Anita Dongre. A prominent Indian designer and owner of one of the powerful fashion houses in India, Anita Dongre is regarded as one of the 50 most powerful women in Indian business by Forbes India. She has been featured on CNN’s ‘Growing India’ series in 2015, showcased across 36 countries, and in October 2015, was recognized as the women entrepreneur of the year by CMAI.
A firm believer in vegan food, an award winning PETA activist, Anita Dongre, prominent Indian Designer exercises her belief in sustainable clothing by saying NO to leather or chemically treated fabrics.
Her newest fashion label called ‘Grassroot’ is an extension of this eco-friendly belief that crafts rural Indian weaves onto contemporary fashion. Her focus lies in becoming a platform to tell the Indian crafts’ story to the world. By partnering with a network of trusted NGOs, she wishes to empower these artisans so that their work becomes sustainable and they lead a life of dignity and respect that they truly deserve.
Whether you are a Kaleidoscopic Block Print fan, a Royal Chikankari fan, a phulkari enthusiast, you will be able to learn how it’s made, where it’s made and shop that collection on the Grassroot online platform.
In Anita’s words, “Every one of us must do something to preserve our tradition and culture. These are invaluable art forms and the craftsmen are irreplaceable artisans. We cannot afford to let them become history.”
Her other brands such as AND (western wear), Global Desi (boho-chic wear) and Anita Dongre (luxury and bridal wear) are already household names and retailed on Myntra App.
We recently showcased Vani Kola and Wendell Rodricks, who are some of the prominent driving forces of Indian e-commerce industry. In continuation to our series focused on highlighting the key driving forces in Indian e-commerce and fashion industry, we will continue to bring to you change makers of our industry. Watch out this section for more…