HOUSE OF ANITA DONGRE: EVOLVING WITH CHANGING TIME

Having 286 exclusive brand stores and 789 multi-brand large format stores, House Of Anita Dongre has 1,075 touch-points across 114 cities in India and is also present in New York and Mauritius.

- ARITRA GHOSH

Founded in 1995 by Anita Dongre, Meena Sehra, and Mukesh Sawlani, the House of Anita Dongre can be termed as one of the leading fashion houses in the country. With a workforce of more than 2,800 associates, the brand has grown in all respects, from embracing change to redefining fashion to setting trends along with bringing a difference in the lives of people, animals, and the planet in total. House of Anita Dongre has witnessed the industry and customers change. “Post pandemic, consumer behavior has changed significantly. Along with becoming highly environment-conscious, making sustainability one of the major aspects, they look for a seamless omnichannel experience, allowing them to experience the brand online and offline,” said Kavindra Mishra, MD, and CEO, House of Anita Dongre.

The Ever-Evolving Market 

For fashion brands to remain relevant, constant evolution is necessary. House of Anita Dongre maintains its relevance by evolving itself with the help of extensive market research and surveys. The brand carries out such surveys post every collection launch and even during peak selling periods, which further allows designers and buyers to interact with consumers and store managers to gain feedback and work accordingly. Moreover, the designers associated with the brand follow global trends and forecasts to understand the evolving trends and adapt them to the Indian market keeping the brand aesthetics intact.